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Does Your Brand really know its customers?

Listen the audio from the class.

Does Your Brand know its customers?

The brand building as well the business structure is a constantly evolving process.

That means you need to monitor your customer’s likes and needs and make necessary changes on a regular basis.

If you have a small business the best way is to create a community around it, have a Q&A sessions, and convincing customer support.

You need to know your customers but also those who choose to buy from your competitors.

Knowing your customers means not only demographic factors like their age or income group but also their behaviour elements:

  • How they spend their day?
  • How they reach the work?
  • What do they choose to eat? etc.

There are many small factors which you may like to know about your customers which are only relevant to your business. Like if you produce car seat covers which are friendly for home pets it may be a decision-making factor for those who have pets. But will mean nothing for those who do not have pets relevant to cars (like fish)

You need to know what kind of emotions your product and services can evoke. It not necessary painful feelings. You do not need to work with pain points all the time. You can work with inspiration, motivation and happiness. People love to buy out of joy. They would like to guide their friends to buy from you if they have experienced good emotions about your product or services. They will share their experience online and that what you need to spread awareness about your product and service.

So know your customers to make them happy and they will buy much more from you and recommend you as well.

Check All Audio Series:

  1. When to start your business branding?
  2. Does your brand know its customers?
  3. Is your brand different?
  4. Your customers need to know what your brand all about
  5.  You need to become your brand

Brand Driven Photography

How many times you opened a catalogue and didn’t have any desire to purchase something? The pictures seemed fine, but somehow they didn’t raise any emotions. Same happened with many e-commerce sites. They just blindly copy each other and expect sales. Later on, they cry on the Forums and in Facebook Groups that they didn’t sell well. There are several reasons for fewer sales; Poor marketing, an absence of strategy, weak or missing message, and often average or irrelevant photography. Let’s have a look at the photography part.

Photography is a powerful instrument of the experienced marketer. It’s also a language which anyone can understand without words. It’s also a tool to move clients’ emotions in the direction you need.

Here are several photography mistakes that business owners commit –

1. Hire the wrong type of photographer.

Professional Photographers usually have specialisation. They choose to work with one or two directions. For instance, commercial photographers are different from editorial ones. Wedding photographers and food photographers have separate specialities. However, a wedding photographer may shoot events as well. Food photographers often need to know how to shoot interiors, exteriors, and portraits, but they will position themselves as food photographers. Fashion photographers may be excellent in portrait photography, but they may not be aware of how to take a professional landscape shot! There is no rule in it, but you need to know WHY you have hired that photographer and what is his specialisation?

If you require a cutlery or tableware catalogue, you may need product photographer, not a food photographer. And in this case, your brand comes into the picture. Because if you want to portray a particular image in your customer’s mind, you need to start with an idea. What your catalogue is going to tell your clients?

2. Just making good images without an idea behind.

Know what you want to say to your customers. Is your product “Clean, Hygienic, and Easy to maintain”? Or your product is “Comfortable, Friendly to a body, and Made from Eco-friendly materials”? Or your product is “Innovative, Fashionable, and User-friendly”? Choose your own three to five words and ask photographer and art director to follow this idea.

3. Be consistent.

When we make promotional materials for our brand, we start feeling like there are too many of brand colours around, or there are too many of the same style pics, and we tempt to be creative and change all of it. Please remember this statement! “While you see all your materials on a daily basis, your customers can see your advertisements or catalogues once in a week or even month. Give them a chance to remember you, be very consistent, convey your core values all the time; it’s crucial.”

Powerful Brand Driven Photography builds a reliable connection between your buyer and your product/company. Stronger connection — More trust; More trust — More purchases. When your clients are happy to be associated with your brand, they are tempted to share an experience with their colleagues, friends, and family. And, one day they become the ambassadors of your brand, that moment your business starts growing faster because there is no stronger medium than the “word of mouth.”

5 Reasons to have a better brand for a successful business. The reason No. 3

The reason number three is internal. What do you think is more motivating – to work in an average company and do a routine job, or to have a thorough understanding of what you are doing on this planet every single day? Many people want to do something important in life. But let’s face that the big part of our working life is a routine. It doesn’t mean that the job you provide is meaningless, it just seems so.

The first people who fully use these principles to increase their profit are now known as “Unicorns”. Recently, I read an interesting article on how an elder person is perceived as a part of the Unicorn culture” by being an insider, and even though he criticised it a lot, we can use a bright side of it.

  • Motivated workers are valuing their job and trying to do it better than the non-motivated ones.
  • Inspired employees are more creative and grateful.
  • As a result, the overall mood in the office is more peaceful. Obviously, happy people can provide more.
  • Happy, grateful people tempt to get into healthy competitions, to show the best they can do.
  • Motivated people are more loyal to their company.
  • Inspired people network better. Logically a company may grow its presence naturally just by “word of mouth”.

If you ever work with the boss who always yells at you, you know eventually you would leave. You know this company is not your future. You won’t put attention on your routine tasks if the company doesn’t value you.

If your brand can show its values to employees, it does a great job in increasing the revenue of an enterprise. And if the system established is right, people get it on their own. It’s almost an automated system which guides better people to your business.

So reason No 3. Having a better brand means to create a bunch of super motivated, loyal people who also convert the world around into your customers. Good brand means — healthy, happy, emotionally satisfied team. Because when buyers are purchasing your products, they choose your brand’s values, moods and promises and not just any other thing in the market.

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”

Who to Brand. You? Your Biz? Your Product?

That happens quite often. Once the Business starts working, the owner decides to establish the brand. It’s a big responsibility; that means the stronger your business, the better experience you can deliver to your clients. And, here are three branding ways to choose.

The first way is to Transform You into a Brand.

Name your site with your name and promote your photos on every banner or poster you share. That works well for artists, dancers, Stylists, and Photographers or any other creative entrepreneur whose product depends on the creator’s personality.
There are pros and cons. If you are not comfortable with the publicity, it may be a bad idea. If you want to sell this business sooner or later, it might be difficult, but not impossible. A bright side – you don’t need to create much, the ready-made persona is already here. With some polishing and adjustments towards Leadership and Personal Branding – all is done.
Examples: Marina Abramovich, Picasso, Karl Lagerfeld

Second is to brand your company.

Creating a Brand for your business means to create a promise to your customers. The Product Quality, Presentation, Promotion Material all follow the particular rules to deliver a consistent and recognisable result. Once the buyer experiences the product, it also gets a set of information which goes with it and creates a connection between clients’ emotions and the brand.
There are pros and cons as well. It’s a tough job to create a very complex system which promotes your business even when you’re asleep. The brand has its value, it adds to the cost of the company if you want to sell it. You can delegate the work to other people as the enterprise isn’t associated with a particular person.
Examples: Disney, Lego, Samsung

The third way is to brand your Product

If your company has many products, you may like to brand products. Just like Unilever has Dove, Knorr, Lipton, Surf and many others. Their products, even compete sometimes, but it benefits the main company nevertheless. So if you have a broad range of goods, you may like to choose this method of branding.

After all, it’s all about the three “How”s. How are you going to present yourself, How you are going to attract clients, How you are going to make them buy your products or services?

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 🙂