How to Build a Brand that Wins Over Your Customers’ Hearts and Wallets
The answer is all about building a brand that people love, one customer at a time.
In this post I will share some tips from HelpScout, that can help you do just that.
You Can’t Be Everything to Everyone
- The secret is simply to create a social identity that causes division.
Keep It Simple, Stupid
- If there was ever a universal rule for branding, it would be this: the easier it is to understand, the better.
- Simplicity allows for better decision making
- This simplicity is really about projecting what you do and why it’s unique.
- Make sure “who you are” is apparent in other areas that reflect customer perceptions as well
The Intersection of Ideas
- The best ideas are often found at a crossroads
- Another benefit of branding “at the crossroads” is the inherent simplicity of connecting two ideas—as long as it’s done right.
- When people get what ideas you are connecting, your brand is very easy to understand.
When Should You Brand on Perception?
- Do you think Land Rover honestly believes that most people who buy their vehicles will be using them for off road adventures?
- Given the amount of SUVs they sell, it’s doubtful.
- Traditional consumers, however, do care about the potential lifestyle that a product may bring
- It’s not about the performance of the product, it’s about the lifestyle of the person using the product.
A strong unique selling proposition lets you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal group of customers.
As Seth Godin put it:
“Instead of working so hard to prove the skeptics wrong, it makes a lot more sense to delight the true believers. They deserve it, after all, and they’re the ones that are going to spread the word for you.”
In other words, having a unique selling point—even one that ostracizes some prospective customers—is a competitive advantage that allows you to avoid the trap of trying to please everyone.
In order to be remembered in a crowded marketplace, it helps if your business has a trait that is worth remembering.
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