In a competitive industry, it’s vital that you find a way to set yourself apart. The first method that will help you do so is to increase your marketing spending. The rule of thumb is that you should take about 10 percent of your average annual profit and dedicate it to your marketing. If the industry is particularly competitive, however, it’s probably smarter to go for anywhere between 20 and 50 percent instead. Another thing you can do is personalize your business. This method is quite effective, even though it’s far from simple. Here are several ways in which brands can achieve successful personalization.
A lot of people make a distinction between brand recognition and brand awareness, however, not a lot of them keep in mind that brand awareness has different forms and levels, as well. You see, brand awareness means that your audience knows a thing or two about your products, still, it is your job to make this learning process as simple as possible. How? Well, by focusing on those features that really matter – features that go into the decision-making process of your audience. Is your product cheaper, of higher quality or more versatile than those of your competitors? This is one of the first things that your audience has to learn about it.
Encourage active dialogue
The only way to personalize your brand properly is to give your audience what they want. The only way to figure out what they want is to ask them or let them tell you on their own. So, encourage active dialogue with your audience. First of all, you should implement chatbots, seeing as how they are the optimal tool of customer service in the 21st century. Second, start reading comments and monitoring brand mentions online. Get engaged in this discourse but avoid online arguments at all costs.
Experiment with formats
In order to get really close to your audience, you need to start using all the content formats that you can come up with. Why? Well, because the majority of marketers get lazy and opt for either text-based or video marketing. First of all, you might want to consider a podcast and infographics for your digital marketing. Second, you need to start thinking outside-of-the-box. What we’re mostly focusing on is offline marketing. Agencies like PostcardMania specialize in postcard advertising, which is one of the simplest ways to personalize the approach to your audience.
Focus on the product
Another thing you need to do is focus on the product. A lot of brands make a mistake believing that the most important brand feature is the logo or the company colors. The truth is that the product itself needs to be something that makes people come back. Take, for instance, Coca-Cola, their colors, logo and packages are recognizable all over the world. These visual traits are not the reason for people to buy Coca-Cola’s product. Their unique beverage is the key ingredient in this branding strategy.
Play on the nostalgia card
Previously, we’ve talked about Coca-Cola’s approach to branding and there’s one more example that you could learn on – playing on the nostalgia card. For years and years now, Coca-Cola has a unique and impactful Christmas strategy. This is particularly effective in their case, seeing as how Santa Claus shares their brand colors – red and white. Therefore, the Coca-Cola has all but become the official beverage of Christmas. Even if your product is not as old or impactful on the market, you can still associate it with something more familiar. We’re talking about an era, a holiday or a particular activity.
Employ storytelling techniques
The next thing you need to understand is the fact that there are various storytelling techniques that could make your content more immersive. For instance, when writing about your business, it’s important not to portray the brand or even your staff as protagonists. A business, any business, is merely an agent. The role of the protagonist always goes to the average buyer. This everyman is a person that your audience will have an easier time identifying with, which makes your job of reaching out to them a lot simpler.
Stand for a cause
In the end, you could try to offer your audience something beyond the product itself. You see, you’re not actually selling a product but an idea. This idea is something that your audience can stand behind. So, take up a cause. First, it’s important that it’s something that your audience cares about. Second, it’s vital that it’s something that you care about, seeing as how genuine engagement is something that you just can’t fake. Also, this will humanize your business, thus showing your audience that it’s more than mere profit-generating machinery that they initially saw it as.
The very last thing you need to keep in mind is the fact that there are so many factors to take into consideration. This ranges from the nature of your audience, the characteristics of their demographic, the nature of the industry and many other issues. Therefore, you can use the above-listed as guidelines and turn their implementation into a successful branding strategy. As the end result, you’ll bring your brand closer to your audience than ever before.