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Archive for the ‘Advertising’ Category

Your Brand – So, what makes you worth their visit?

Thursday, December 27th, 2012

Many times businesses (new businesses in particular) fail to understand how branding is an intricate part of their marketing campaign.

In strip malls across the country, businesses come and go. An entrepreneur launches a business, puts up a sign and even tacks up a “grand opening banner” which indefinitely hangs above the location.

Unfortunately, many seem to think that this alone will do the trick, only to die a slow and unnecessary death because they could not attract enough customers.

The same thing is repeated in various internet campaigns. Potential customers are blasted with loads of information but not enough true branding that clearly defines purpose or reason for a reader not to click the delete button. To them, it is nothing different, just chatter.

What’s in it for your customer?

• People drive by, and if they do notice the signs may ask to themselves, so what?
What makes them curious enough to want to check your place out?

• If they do – What is the compelling reason that they should have to get out of their comfort zones and try you out through a purchase?

Consider the last location or website you, as a consumer recently visited:

• Were you aware of them before?
• Did your experience successfully anchor you as a return customer?
• Would recommend them to your friends, family or business associates?

Remember, every place or business has a brand.
Even as a non-brand, it is a brand unto itself.

Good branding creates an image for a possibility outcome = consumer curiosity = intention and visitation = initial impression = decision to purchase = experience = retention and refer or decline to return with possible negative consequences.

This can be through either a walk in or a visit to an inter-active website where a service or product is available. Moreover, once your prospect is engaged in checking out your business, you have an opportunity to live the brand and image you have created. If you are successful, then your customer retention rate and referrals go up. If not, then they stay the same or decrease.
Bottom line:
Brand yourself from the start – along with good signage which creates the graphic image, make sure that you can clearly demonstrate – why you are different
Then prove it!