The traffic arteries of the Internet get more clogged every day. How many new websites do you think debut every day? Ten thousand, maybe? And all are clamoring for attention for their brands. For every new brand, there are thousands more companies hawking the same wares. So how does any one of them get heard above the clamor?
Probably not by repeatedly touting their products or showing pictures of them (or their building or plant) on social media. Everyone makes products. Many the same as other companies.
So the question remains: How does your business get noticed in a good way, and cultivate customers that are actually going to buy?By letting the world know who you are. Not what you do, but the ethics, values, philosophy and personality of your brand. As Simon Sinek, creator of “Start With the Why” (see him on YouTube), explains, Apple could be seen as just another technology company, but Apple/Mac users are ferociously loyal to the brand. How come?
Not because of what they make, entirely. Because of the “why” of their brand. The Apple brand image is unique. Sleek. Well-designed. Geared to help you do what you want and need to do effortlessly, with style. And even with fun. That’s why so many Apple users would never think of buying a device from any other company. Apple cultivates brand loyalty through the way they communicate and through the careful, exquisitely simple design of their products. They enhance your life as they help you get things done.
What other technology company can claim the absolute love and devotion of Apple fans? None. And that’s by design. In more than one way. No other company can claim the territory in the public’s mind and heart that Apple owns. Wouldn’t you love to be able to say that about your brand and your products?
If you’re not able to interact with prospects personally, you must bring them into your fold through advertising and marketing, probably through social media. You won’t do it only by promoting your products. Let them know, like Apple did, that you not only understand their challenges but can help meet them in a smooth, easy way. And also that you are trustworthy and reliable. Testimonials can help there.
If your brand doesn’t have an intriguing, appealing brand personality and brand promise, what makes a prospect choose you over many other similar companies?Discovering and communicating your brand personality and promise takes some research and some soul-searching. Few business owners have the objectivity to do it on their own. Successful ones know when to call in experienced professionals to help them carve out a distinctive niche for their brand in cyberspace, and how to develop a social media program that works to build business.
Know what you do well, and when to call in a specialist to help you with your brand personality and promise. What you pay that specialist will repay you multiple times. You’ll be noticed in a good way by your strategically chosen target audience—people who want to buy from a company just like you. You’ll benefit from increased awareness and better sales. And isn’t selling what you’re in business to do?