What Does Your Brand Say?
Part of knowing your customer is understanding what you are communicating to your customer. It is vital to the success of your business.
Perception is Reality?
To be specific, a business owner needs to be aware of how their business is perceived as a result of its presence in the marketplace. This awareness is generated by observing the response to marketing material, analyzing sales data and monitoring what customers are saying. Being armed with this awareness serves as valuable input in tailoring future marketing efforts. Furthermore, it should be considered in all customer-facing strategic efforts. Ideally, analysis should validate the desired outcome of your brand strategy. If it doesn’t, it’s likely that you are sending mixed messages.
Ultimately, the goal is synergy. Consistency and harmony at every customer interaction produces the type of clarity that engages existing and prospective customers. When a product or service is presented in a way that is clear, meets a physical need, and exhibits a personal understanding of the customer (read: comfort), a sale is sure to follow. It is impossible to achieve this feat without a synergistic approach. Confusion breeds discomfort, which ultimately will deter customers. Even if the product or service meets the customer’s need, the uncertainty spawned from lack of clarity and consistency will likely be a deterrent from purchasing.
Consider this: Over the years, Remington has secured a strong brand position in the personal care industry, specifically haircare products for men and women. If suddenly they pivoted to marketing cereal, I’m almost certain that eyebrows would raise.
So, ask yourself, what does your brand say? Analyze your product’s performance and observe the response of your target customer and market. Then, leverage that information to build or strengthen brand synergies.