Brand marketing is something every business should focus on if it wants to excel in its industry. If you are a business owner, you must apply this strategy to every campaign you launch to ensure that people don’t just use your service, but they keep coming back for more.
But how does a business decide on its brand? Everyone has a story. A tale of who you are and how you got to where you are, but some business owners prefer to forget the past and only focus on the future, where in fact it’s the past that can prove most fruitful for them.
Through this story, you can start building something that customers and clients come to recognize. They associate the story with your business, and if done right, this can make you more appealing.
Be Authentic, But Avoid Sob Stories
Authenticity in business is difficult to unlock. Regardless of your best intentions, a company that appears to be pandering to its customers can drive them away. A little sentimentality is okay here and there, but if it doesn’t match your brand, then it can have adverse effects on your business.
It’s also vital to avoid sob stories. It might work on reality TV, but business is not reality TV. A sob story can come across as fake, and it can distract from the service your company offers. No business wants customers that pity them, so while it’s okay to be honest, it’s perhaps best to ease off on going full superhero-origin-story.
Customers are smarter than a lot of people like to admit, and they are sure to catch on if something about your business seems a little off. In a time where information is accessible to anyone who knows how to Google, any half-truth or an outright lie can be easily fact-checked.
Freebies to Reflect You
Everyone loves a freebie, so you should take advantage of spreading awareness for your brand by investing in promotional products complete with your name, logo, and even contact details that you can give away at events.
Anyone who has ever been to a business convention knows these places are ripe for grabbing as much as you can, and freebies are up there with networking and competitor research as one of the big reasons people attend.
So it’s about time you use this to your advantage. The promotional items you hand out there can give future customers an idea of why they need your service, even if they don’t they do just yet. If the products reflect you, it makes it easier for people to identify with you, which will drive them to choose you over competitors.
A Brand Personality
Once upon a time, brands were brands, and people were people, and they lived in (mostly) harmony. However, the rise of social media and the ability to interact with customers, this has blended into something a little too Frankenstein’s Monster for some people’s liking.
But this is a minority, and more and more brands are jumping on the social media marketing train to spread brand awareness. You likely saw the Wendy’s phenomenon from 2017, and many companies followed suit. They understand that the general audience is sick of the corporate nonsense that plagues LinkedIn. They don’t want to talk to a representative anymore with a clean-shaven face and slicked-back hair. They want to speak to someone real.
Creating and maintaining a brand personality helps customers differentiate from similar brands in your industry. If you do it right without causing offence or being several weeks behind internet trends, then you can reap the benefits, and even if people aren’t buying what you are selling, they are at least talking about you.
Fighting For A Cause
Every company should have a cause to fight for. However, there are so many charities and fundraising opportunities that it is difficult to decide which is right for you. However, here is where your story comes in.
We’ve already established that sob stories are not always ideal, but you can still use the inspiration from your past to help choose the right cause to fight for. If you have had family members with illnesses, then help improve donations for charities fighting such diseases. If you’ve always had a passion for nature, then environmental causes are the way to go. Only you know what motivated you to start your company, so choose something based on that drive.
Fighting for a cause help you appeal to a broader market and even people who may not be your target market. They will see you have principles and be drawn to discover what you do. As long as you stick to these principles and don’t sell out for a profit, your fight could inspire others.
A Human Touch
Despite all these options, there are few better ways to use your story to sell yourself than actually getting your face out there so that customers can put a face to the logo. It’s often too easy to forget that behind the branding and the products are people hoping to do their best, so you can help people remember this by being ever-present.
You can do this by taking the opportunity to engage with your community, especially when launching a store somewhere new. This helps ease any fears they may have, and also gives you the chance to field questions regarding your business.
It’s too easy for people to be cruel when hiding behind a keyboard, but seeing you in person may change their approach, and instead of spitting bile, you might be able to have a conversation that’s productive rather than destructive.
Don’t Sell Yourself Short
A business that has a story, especially one that others can relate to, is the perfect way to guarantee that your brand marketing is on point every single time. However, you cannot solely rely on this story, as once you get big enough, it may not be as relevant as it once was. Combine your story with ideas that set you apart from your competitors so you can add chapter after chapter to a story that is only just beginning.
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