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by Pamela Dominguez
October 30, 2019
A brand strategy is a long-term plan to develop a successful brand to achieve a better relationship with your audience. If well done, it might help you boost sales by making your customers love everything related to your brand, products, and services.
And here are five reasons why you need one for your business:
Like we just said, the internet is a crowded place. You'll see any amount of businesses offering the same products or services you are. And if you think by offering lower prices than your competitors, you're going to be ahead of the game, think again!
Louis Vuitton is considered number 12th "2019 Most Valuable Brand" of the World, by Forbes Magazine. You can buy a pair of shoes everywhere. Any model, any size, any price. So, why people will consider paying thousands of dollars for a pair of shoes?
The answer is simple: they have created a unique brand. They have stood out from the crowd. And that's what you need to do.
People talk, you know? But it's not about gossip. It's about what they are loving, using and recommending to their friends.
Do you know you are more likely to buy products or services recommended by your friends than a random google search?
That's why, even though having SEO, google analytics, and all that fancy techie to help your business attract more clients, chances are they are not buying from you, just because they found you on the web.
So, how to be more discoverable without SEO, analytics and even FB ads? Well, the answer is: have a brand strategy in place.
Remember, a brand strategy is all about offering an experience to your customers. One that he will be willing to share with his friends. And that's an even more powerful discoverability tool than your fancy SEO strategy.
Would you be willing to buy from a door to door seller? Maybe. Or not. But, let's elaborate the setting a little more.
Let's say that the mentioned seller has an untidy look: tousled, with worn clothes, untied shoelaces, a three days beard, a dirty briefcase. Would you trust this person? Would you let them into your house? I bet you won't.
But if this seller were perfectly groomed, dressed and smelled good, you would probably give him at least a minute of your precious time. Right?
So, a business that has been taking care of the whole look and feel of their brand, online store, business materials, ads, etc. has a better chance to get that precious "1-minute" attention from a potential client.
And believe me. A minute is enough to make an impression and build credibility or ruin it all.
Think about the four main brands you love.
I don't mean just "like," I mean, love. All the way through. You follow them on social media, and you're eager for them to release new products, you don't mind making lines (long hour ones) to buy from them, you talk with all your friends and most everyone who wants to listen about how good they are, etc.
Does Apple ring a bell?
What you want for your business are raving fans. "Ken Blanchard coined the term "raving fan" to describe a customer who is so overwhelmed and floored by the customer service they've received that they can't stop telling everyone about it." (Zendesk, 2018)
And, as we discuss in number 2, this will raise your chances of getting new customers. Word-of-mouth marketing at it's finest! And you want that kind of marketing. Trust me.
Do you know that doctors who are trusted by their patients have statistically less chance of being sued than those who don't? That's because, when people like us, they tend to be more kind and forgiving with our mistakes.
A customer who likes your brand might be less inclined to ask for refunds or complain about something. Because A) they trust the brand and B), this might be a one-time experience. Right?
Make no mistake. This doesn't mean you can skip every single refund a raving fan will make in the future, but they will be more forgiving than you might imagine as long as you keep the overall branding experience as good as always.
So now you know. Having a brand strategy may not be a straight forward way to get more clients and make more sales, but will boost your chances of both. So, what are you going to do? When are you going to take the next step and take your brand seriously?
We can help you with developing a branding strategy to raise awareness about your brand. Let us help you! Contact our Team today and get a quote for your project.
Pamela has been working for more than 10 years with creatives and small business owners helping them developing brands that feel close and authentic. Her creative and busy mind comes in handy when juggling maternity, creativity, and entrepreneurship is a daily challenge. You'll see her with a good coffee, a great book, and a lovely cat as she goes through her day, helping people love their brands and their businesses.
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