“In order to be irreplaceable one must always be different.”
And that’s never been more true than in today’s consumer environment, where marketers face intense competition for the attention of customers, both online and offline. There’s always going to be another company that offers something similar to your product or service, so it’s important that your customers feel a strong tie to your brand. Like a closet full of clothes, what makes your brand the best choice? In other words, how do you get your customer hooked onto your brand?
Aside from demonstrating that you value them (with great customer service and a product or service that delivers), to build a lasting, memorable and fashionable brand you need to:
- Surround your customer with examples of success
Make your customers the hero to retain them and win brand loyalty. You can do this by showcasing real people (your customers) using your products. This technique acts as a proof point of a brand’s popularity and inspires confidence in new buyers. When your products are being used by everyday people, buyers are more likely to relate to them and see themselves using your products too.
- Create content that supports their experience
Content drives your business. It’s what engages your audience and gets your brand top-of-mind. It’s through the content that your voice is created and heard. Your content is the key to creating brand awareness. In fact, I’m much more likely to buy a brand that I have heard of, and other customers are likely the same way because familiarity with a brand serves as social proof.
- Deliver it wherever they are
In today’s digitally connected world, reaching your audience is key. We live in a society where marketers must blur the online and offline channels. Consumers already expect this, but how do marketers measure up to these expectations? Create a compelling experience across all channels during your customer’s evaluation process. Being ready to respond to a customer’s behavior with the right message, at the right time, and in the right place will not only help them feel understood by your brand, but will help accelerate their decision (whether that’s to sign up for your blog newsletter or make a purchase).