5 Reasons to have a better brand for successful business. The reason No 2

Brand doesn’t only make you different than competitors. It also allows you to share you values and ideas and become much more than just a regular product or service.

Our example here will be more than obvious – Apple. Personally, I met many people who can’t imagine their life without Apple products. They speak about Android devices in rather a petty manner. As if they have all world and you, the little android holder has only a handle from the door to this world. Well, it may sound pathetic, but these people give a huge advantage to some smart marketers.

Check it out. iPhones and Macs share typical aesthetic which defines a minimalistic style in design for a few generations. Guess what these people buy? Yes, my friend, I believe you guess right. They buy other stuff in same minimalistic style. Means you can target them if your product or service share similar values like Apple.

You can define other groups of people that love other brands dearly. And you will find that they share similar values like the brands they like.

Usually, it makes the promotional planning a lot easier. If your target group prefers Mercedes, check their campaign. If they love Karl Lagerfeld, see what values Karl Lagerfeld promotes.

Eventually, you will create your values which your tribe will follow, but just for a start, follow the leaders and their tribe and get fast results from research they have already done.

So the reason No 2.

The brand is in sharing the values and attracting like-minded people to your products and services.

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

This big mistake in SMS marketing may cost you clients.

SMS marketing is very popular today. First of all, it’s relatively affordable. On the other hand, it can make miracles if you have an excellent database of numbers. Unlike online tools, SMS marketing also works especially well for local businesses. However, many business owners take it as granted. They think this way: “Well, I paid, let’s send something.” But like any other marketing tool, this one requires research and strategy.

Almost all people have a mobile phone today. What can be easier than just sending them an SMS and they will all race to buy from you, is that what you think? Well, let’s face the truth, most of the phone users ignore advertising news. And if you do not craft your messages wisely, if you do not use copywriting tricks to engage the prospect, then it won’t work.

You need to research when your target audience may need your product. Let’s say you have a restaurant, then send your SMS two hours or even one hour before lunch. The message has to be relevant and attractive, propose some combos, discount, or special event. Avoid uncommonly, strange words short forms. Your prospects may not get what were you trying to say. Give a link if relevant to the audience.

But here is the big mistake in SMS marketing which may cost you, clients. And here is the live story.

It was on Saturday; the day you want to sleep a little bit longer to rest after a hard working week. You have your plans to relax and morning coffee at about 9 or 10 am. Perhaps on Friday night, you had a real party or so, because you knew “tomorrow is a weekend” and you could take your time. But, someone smart decided that sending SMS for their company is super important to increase the sales. Somebody put an automatic update. And. TADAM! I got a compelling brand message from Dunkin’ Donuts, which informed me that I can claim my reward points. Great information, isn’t it? Except one thing, I got it at 6:08 am on Saturday Morning.

This big mistake in SMS marketing may cost you clients.

Was this information urgent? No. Was this information relevant to the time of the day? No. Did it make me buy more? No. (It pissed me off.) And there is nothing rational in pissed off customers. The SMS may look like a small thing, but when you send thousands of them, it costs money. Imagine you pay money to lose customers. Does it sound like an investment? No. And here is the sad truth. Dunkin’ Donuts is a significant player and the loss of a client or even hundred customers may not be a big deal. They can afford not to give a damn and send the SMS all night long. But if you have a small business the irrelevant, promotional SMS at 6 am can cost you the customers. (That’s relevant to the other annoying promotional activity as well)

Unfortunately, such mistakes may happen because of the SMS provider. And here is another sad truth, your customer doesn’t want to know who was that a-hole who woke him up at 6 am on Saturday. It’s only your loss not provider’s one. (Just put attention on such cases).

So here is the advice. When you send promotional SMS, think of these points.

  • What your are customers doing right now?
  • How is your message going to increase the sales?
  • Treat your customer as human, as if he is you or your friend.

In conclusion, let me say. It can work. Being more dedicated to your marketing, and not leaving everything on marketing team can be a good strategy when the business is at the starting point.

Wish your business many happy customers and inspiration for good messages. Cheers 🙂

5 Reasons to have a better brand for successful business. Reason No 1

Once I asked a question on Google: “Which entrepreneur’s problems are solved with marketing?”. And I got millions of marketing recommendations that business has to solve the customer’s problem, the marketing companies themselves gave those ideas. But I did not find the evidence if they knew what problems do they solve! The next day, I asked the same about branding. Surprisingly, I found a lot of brand agencies which knew what they do and how they help the customers. The next day, I asked some entrepreneurs and their answers were great too. Though they couldn’t answer about marketing for sure, they could see what good branding can do to sales.

So here is the first thought on how branding can help you build a successful business, build trust and make more money with lesser effort.

Here is very straightforward and meaningful answer No. 1. – Branding helps you create a unique impression and gives you a chance to be memorable.

Bright Side: The first and most important task of branding is to create the image in the minds of your prospects. In the other words, your customers will know for sure that you are you and not just any other shop. There are thousands of methods to achieve that (we will discuss the ways too, in some other post.).

Dark side: If your Product or service is not satisfactory, they will remember you as well. And will never buy from you again. So the quality of your product is always more important than branding.

So, in conclusion, even if you have this one reason to create the brand, I would recommend doing it. But before I invest in the brand, I would invest in product, service and other technical details related to the customer’s experience.

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

All you need to know about your Target Audience.

Target Audience is a core theme of any promotion, advertising campaign and of course, business strategy. It’s a particular group of people within the specific target market which is going to buy your product and listen to your advertising messages.

To sell successfully, we need to find these people. And surely we will start with an idea and imagination. Imagine your ideal customer who is this person and why is he or she going to purchase your products or services?

Not all consumers are the same. Some people will prefer to buy your goods and others will not. Some will love to buy from you but will not be able to afford it. So your main criteria, as always, is the capability and zeal to spend some money for your stuff.

Business needs to recognise what problem their product or service solves, or what demands it meets, to set the “target audience” .

And now let’s create our ideal customer.

The First level of understanding is Demographics.

  • What is the age of your TA?
  • What is TA gender (he, she, other)?
  • What ethnic/cultural/religious group your TA belongs to?
  • What is their income level?
  • Are they single or married or divorced?
  • Do they have children or do they support elders in the family?
  • What are they doing for a living?
  • What type of education they got?

Geographic Sub Level

  • Where are your customers located?

The answers will allow you to understand who is your target audience on a very basic level.

The Second level is Psychographics
This level is a bit deeper and requires some field work. Some marketers recommend following your customer to understand what they do during the day. (I think you can start with a few questions before you become a detective) –

  • What values your TA shares?
  • What interest and hobbies it has?
  • What type of lifestyle it has? (this is important to understand that we are dealing with real lifestyle and not the social media one. A lifestyle is defined in three main sections – activities, interests, and opinions).
  • What books or magazines they read?
  • Which sites they visit?
  • Whom do they vote for during election?

The third level is Behavioral. Dig deeper.

  • What makes them buy?
  • Who influences them?
  • What type of purchase do they love – online or offline?
  • Also, where do they read and how do they consume information?
  • How do they spend the day? (For example, people who drive the car to work will not be able to read a newspaper during this time, but will be able to get some audio information. On the other hand, the person who reaches the work by metro has plenty of time for reading, but may prefer listening to something on headphones instead).

A deep analysis of this level will help you get how to reach your customers.

Moving Forward

The moment you create a portrait of your ideal customer and research on it in real life, start asking them questions. Analyse the market. Do they like to buy your products if no why, if yes when? You may find out that your imaginary target audience has nothing to do with your product and you could make more money with a better targeting.

Once upon a time, we were working with the bra company which primarily sold one type of bra to teenagers for over twenty years. The product was very old-fashioned and we doubted that teenagers would buy anything like this. So we did a research and found out that product is doing pretty well. Except we were right, for the last 20 years, very few teenagers got it as a gift. The main buyers were ladies over the age of sixty. They did love cotton fabric, great range of sizes and super affordable prize. Could the client make better if he advertised to this group?

Want more? Read how to find your target audience.

Find your real target audience

“Define your target audience.” How many times have you heard these words since you decided to become an entrepreneur? Well, yes it’s a common knowledge and sounds like an old and useless information. Partially it’s true as it’s “Captain Obvious” type of data. However let me prove you that it’s not that all known and useless after all.

Advertising agencies made the “target audience” word almost a mantra. These people are your everything. You make research on them; you sell only to them, and you talk only to them. And while it sounds very evident, defining the target audience or target group on your own, it’s not that easy as it seems.

Check this questions set to define your TA

We all have a good imagination and we all can create some imaginary people in our minds and then try to sell them our product. And that’s where all of us start. But with time, many never move from this stage. They still try to sell to an imaginary target group or to “all people on the Globe”.

How many times I’ve asked my friends: “What do you think about this idea or product?” And they answered this way: “Well I guess it’s a good idea at least for those who are interested in this subject”. What does that mean? That means that they are not interested in your product at all, but they try to be polite and helpful. The truth is that we gain zero information from these type of answers. So be careful when you ask good friends.

You need to find people 90% of whom will buy your product if it exists and they know about it. What if you don’t know anybody from the group? The best way to find them is to start asking friends this way: “I have in mind “this product” and need to run some test sessions with someone who can be interested, maybe you have someone in mind?” This way your friend will be able to help in a better way.

You can ask similar questions in the related groups on Social Media. You can ask this question on the sites like Reddit.com or Quora.com. Find your prospects at Industry Events. Or create an even yourself if you do it for a local market. It’s always better to start with some test sessions. It will give you real time feedback and perhaps turn testers into customers eventually.

Please share your questions and ideas in a “comments section” below. Cheers 🙂