Do you know what the consumer thinks about your company? Brand awareness is essential to the success of any business. Hence, branding strategies are critical to stand out from the competition. With the high competitiveness of the market, customers have numerous options of products and services, but choosing the best alternative is not easy! In order to make the correct choice, the buyer prefers brands that convey greater credibility.
Now, how about winning the trust of this consumer and generating more profits for your company? Here are 6 golden tips to optimize your brand awareness and achieve corporate goals and objectives. Happy reading!
1. DEFINE A PROPOSAL OF SINGLE-VALUE
Every company needs to look for elements that differentiate it from the competition. Looking for innovations is essential to adapt to the needs of the customer. The value proposition is just that: a set of products and services that highlights the company before its opponents.
However, do not confuse price with value. The price is the amount that the buyer needs to shell out to buy something. Value is determined by the public; that is, it is the way the products and services are seen by the consumer. It is worth remembering that the perception of employees, suppliers, and partnerships also count.
Therefore, the first step in designing a successful business is to define a unique and extraordinary value proposition. Additionally, be sure to define your company’s mission, vision and values to create a solid foundation for growth.
2. INVEST IN A GOOD VISUAL IDENTITY
One of the first contacts that the customer has with the brand is through the visual identity, either by the front of the establishment or by the packaging of products, business cards, advertisements on television, or scattered throughout their location. Have you ever walked into a store just because you were attracted how the storefront looked? The aspect of an intriguing visual identity, or branding, is essential to convey trust and facilitate the company’s identification. Here are some examples: When you open a bank card, you soon recognize the sender just for the colors used, right? And think of the most popular soda options: no one has any doubts about which is the red (Coca-Cola), orange (Fanta), green (Moutnain Dew) or blue (Pepsi Co.) packaging. It’s that kind of identification you need to create for your brand. To develop an efficient visual identity, hire skilled professionals. They have in-depth knowledge about concepts, colors, shapes, fonts and even studies that support findings on how the brain works with recognition and likeability.
3. KNOW YOUR CUSTOMER
Knowing who you are dealing with is critical to devising effective strategies. Only then will it be possible to understand what the customer expects when they purchase the product or service.
Gather as much information as you can, such as name, age, sex, marital status, profession and even hobbies. Customer Relationship Management (CRM) tools can help you collect this data.
With all this knowledge, it will be possible to build your consumer database, customize service, create strategies for loyalty, generate trust, and optimize brand awareness.
4. USE CONTENT MARKETING
Investing in online strategies is essential to gaining and retaining customers, expanding the company’s exposure and gaining credibility. Leverage the virtual environment to implement content marketing actions. The method serves to generate authority for the brand by producing useful information for its audience.The question is: how do you do that? Create a corporate blog to inform and educate your reader! For example: Do you run a cosmetics store? Provide posts about which shampoo is ideal for each type of hair, or showcase a tutorial on how to apply eye shadow. You produce materials of interest to your audience and, at the time of making the buying decision, this will help keep you and your products in mind. After all, you provided value in the past! What’s more, the tactic helps to understand the needs of customers and offer products that will actually meet their expectations. Extend strategies for social networks and share posts on Facebook, Twitter, LinkedIn, and Instagram. Be sure to remember that it is important to adapt the materials to each type of network. Instagram, for example, is a highly visual channel. Therefore, ensure the post has an image as the focal point for Instagram, versus an attractive tagline and interesting hashtags which are prevalent in Twitter.
5. BETTER RELATIONSHIP
Imagine: your company receives criticism in social networks and its customers resolve to defend the brand with tooth and nail. This is the goal of relationship marketing: to win over loyal consumers who can act as brand ambassadors for your company at certain times.The strategy consists of defining actions to generate and maintain a positive connection between the company and the public. In addition to loyalty buyers, relationship marketing aims to build trust for the brand.One of the key tools to strengthen the bonds with the consumer is the email marketing. Personalized email marking makes it possible to send congratulations on special dates, promotions, gifts, benefits for the next purchase, and even offer after-sales service. By the way, email marketing can be a strong ally of content marketing as well. Be sure that the content of your emails are valuable, and think “quality over quantity” when it comes to emails: there’s no sense in creating a nice opportunity for your clients if they’re just going to hit ‘delete’ as soon as it comes to their email box! Another option to improve the relationship are loyalty programs. You can offer unique advantages so that consumers choose your company instead of looking for the competitor.
6. BEWARE OF CUSTOMER FEEDBACKS
Provide communication channels so that consumers can give their opinions. In this process, criticism is even more important than praise because it shows the points of dissatisfaction and encourages the improvement of products and services.
What’s more, this openness influences how the customer sees the brand. By realizing that the company is interested in the buyer’s experience, not just the money, the customer makes an impact to the brand, and the result is a strengthened relationship.
Brand awareness affects business results, so investing in branding strategies is critical. What’s more, a brand with high added value attracts more consumers and contributes to the famous word of mouth. Follow all these tips, and see the improvement in your company’s image!
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