If you were to ask any small to medium-sized business what their biggest challenge is the answer would almost always be obscurity. If customers don’t know a brand exists, how or where to buy their products or hire their services, that brand has already lost their business. Any business in any market needs to draw attention to itself in order to grow beyond those initial first few customers. Networking, product launches, campaigns, and strategies: all these things are designed to raise awareness, but you can also boost your brand’s profile with some creative and cost-effective ways, starting with providing value to your target customers.
Delivering real value to your customers just takes a little bit of time and a little bit of creative thinking. Value is experiential; if your business provides its customers with an experience that is positive and benefits them in some way they’re likely to become a loyal brand advocate. The more you provide these enriching experiences, the less work you have to do to promote your brand because your existing customers will do that for you. When you’ve had a positive experience with a product or service you naturally want to share that experience with associates, colleagues, and friends. Your customers are no different, and the way to get their attention is to find a way to make the experience of doing business with your brand completely unique.
There are a few ways to create unique customer experiences, and the most effective involves informing, educating, and delivering the “wow” factor. Find out what your customers’ questions are and answer them in a way that is infinitely better than the answers that are already available. This is an instant way to make your brand stand out, and can work for any type of business because it makes you a knowledge expert in your particular field. Creating the “wow” factor can be as simple as personalizing the service that you give to your customers, and “thank you” cards are relatively inexpensive to produce and can add an extra element to a brand specializing in consumer goods. For a service industry brand, creating a loyalty program that rewards your customers for doing business with you not only provides that unique experience, it also encourages them to share your brand with the people closest to them.
You can also utilize the tools that you already have, like your company website, in a more effective way to make your brand stand out from the crowd. Your website is a platform for communication; you can use it to provide answers to your customers’ questions and give them enriching content that will keep them coming back to your site. PokerStars is a global casino and online poker platform, and it maximizes the potential of its website with content that engages and informs like expert tutorials from poker pros. Updating your current content with words, visuals, and videos that engage your visitors is a surefire way to make your website work for your brand. There are plenty of other free tools available that you can use to take your content creation a step further. Social media is a fantastic way to reach new customers, particularly, platforms like Instagram and Facebook, which will keep them entertained and continuously aware of your brand and its products or services.
Regardless of how you choose to get customers engaged with your brand, remember that consistency is key. One exceptional experience is a positive, but it will lose its benefit if you fail to create that same value again and again. So many businesses fail to get off the starting blocks because they fall into obscurity. Improving brand awareness gives your customers a better opportunity to engage with you and your products or services.