When you have a really good product or service but it seems the connection you want with customers is not happening, it may be that you are yet to identify the form of relationship they have with your brand. Identify the relationship, understand it very well, and position your brand accordingly from your sales strategy to marketing communications and so on.
Knowing the relationship that applies to your business should guide you on whom to target, how to reach them, what to say, etc. Don’t leave your marketing and sales to chance, be intentional, and keep tweaking. Winning and retaining customers should not be a game of chance.
What is the market craving?
What will make the market flow like rushing waters in your direction?
One day at a time.
It may be costing you money, but consider it as an investment in ‘research and development’. You will recover the money at the snap of your fingers when you hit that spot.
Blessed are those whose business is approaching a time when sales will be made without personal posts on social media, for they shall know sustainable growth.
A brand name does not merely exist to reflect the idea of a business but to help in promoting and selling the brand to its target audience. If you have to keep explaining your brand name to people, you need to start thinking of another name. Your target audience should be able to connect with your brand name in some ways – pronouncing it, appeal, or nature of business.
You can use your business name as your brand name, but it is not a must. Therefore, if you have already registered your company and it is not suitable as the brand name, the company name can be different from the brand name. That is better than the continuous struggle to explain your name.
Think of the company Nestle and the brand names Milo, Nido, Goldenmorn, Purelife, Kitkat, Maggi, etc.
Think of the company Food Concept Limited and the brand name Chicken Republic.
There is the company Tech Premier Media Limited and the brand name Techpoint.ng
Think of the company Sundry Foods Limited and the brand name Kilimanjaro.
Think of the company Guaranty Trust Bank and the brand name 737.
Think of the company Transsion Limited and the brands Tecno and Infinix.
Same with Unilever and others.
Can you think of other examples? Service-based brands can also apply the same concept. It is important to mention that some companies become brands in themselves. However, our usage of the term “brand name” refers to the same thing as “trade name”, which means the name a company uses to promote itself to the market.
If your brand name is different from your registered company name, you will have to spend some money to trademark the brand name so that it belongs to you. By the way, even your company name is not really yours until you trademark it. In other words, the person who trademarks your company name has the proprietary right to the name even though the name is registered with the Corporate Affairs Commission.
Your brand name is part of your marketing, eliminate unnecessary hurdles with your naming. If you are looking at building something sustainable, get the naming of your brand right, and work towards protecting the name by all means necessary and possible.
Imagine that you own a salon and employed someone to help manage it while you focus on your 8-5.
The manager made a request for a dedicated smartphone that will be used for social media management and other communications with customers, but you said no, the manager should use her own phone. You want to avoid the cost of buying a phone.
Customers call the manager’s phone line directly. She takes images with her phone and puts them up on her Whatsapp status to market the salon, they chat with her, and engagement with customers is increasing.
She moves on eventually to another salon and each time your customers call or chats her up, she mentions that she is no longer with your salon but directs them there, most of them insist to use her new salon. They have gotten used to interacting with her and her phone line cannot be passed on to your new manager.
The cost of losing some of your customers is higher than buying a phone that was meant to be an asset to your business.
Employees will definitely have personal interactions with customers, but the business itself should have its own communication channels – Whatsapp, Telegram, Phone Lines, etc – and devices that will remain even when employees move on.
Take your communication channels seriously.
We listen keenly to business owners as they vent their frustration about the marketing team not raking in revenue as expected.
We engage them further in the conversation and it turns out that the business itself doesn’t have a clearly defined marketing strategy or plan.
They pass the buck to the marketing team to take initiative, forgetting employees can throw in the towel anytime, if they get too overwhelmed, but you are stuck with the business.
The business MUST have all its strategies in place, what employees are primarily engaged for is the execution since the business owner cannot possibly do everything by themselves.
If you leave your responsibility to employees, then you have to take what you see. Set targets to the high heavens, folks will keep exiting one after the other. Firing and re-hiring won’t help much until the actual issue is fixed. Think strategy.
What is your marketing and sales strategy for 2020?
We are here if you need support.
It appears that many entrepreneurs desire to make sales without investing in gaining visibility. We wrote this article to offer some perspective.
Unless your business is hinged solely on personal contacts and contracts, you need to keep investing in attaining better visibility.
At the point customers make a buying decision, they usually go for the options that are topmost on their mind at that time.
Visibility pushes you up to the top of people’s minds.
If you run a walk-in shop, make it obvious enough through your brand visuals – professionally designed and printed signage, WELL FRAMED banners, and so on.
If you are online, be intentional with your cover photos, DPs, e-fliers, photos, graphic images, colours, logo, and so on.
If you meet people often and give complimentary cards, make a statement with it, the right statement – clean design and print.
If your brand name is a hindrance to better visibility, change the name. An easy to pronounce name aids visibility. An easy to remember name aids visibility.
By all means possible, be more visible.
Working on visibility is like putting pipelines in place for revenue with ease.
If you need help, Mapemond is here for you.
Branding is never just about your logo. It is more about creating a unique identity, which actually requires time and effort. Sometimes it could mean working with consultants to get the expected response from your promotional materials and even more.
Anyway, the good thing here is, if you are reading this you will be getting free advice from us.
Not Investing In Your Brand Elements
Your brand elements are your Logos, Tagline, Colours, Fonts, Brand voice and icons. If you do not have a story behind these, you cannot attract people.
Ignoring Researching On Your Competition
There is no harm looking out for your competition and learning all there is to learn from them, especially if they are doing pretty well. Study their moves and you might get an insight to do something better.
Not Clearly Stating Your Offering to Differentiate You
It will do you good to digest the fact that there are alternatives to your product and services. You have to state what your value propositions are in a clear manner that will make them prefer you to the other brand. It is not always about lower price, it just could be the experience of a fulfilled dream.
Over Looking Your Inconsistency
What you say must match what you do; this is what makes you a brand to reckon with. Customers will quickly leave you if you cannot be consistent with all of what you say.
Neglecting Brand Experience
Brand experience is what fosters brand evangelists. Every contact with your brand should be a worthwhile experience; your product, service, customer care etc. Your greatest mistake will be not to create a positive experience for your customers.
Hope this helps you #DoBusinessBetter
Written by Donald Alaye
At Mapemond, we are your guys on all things brand identity creation, marketing communications, media relations, content development and more. You can reach us via firstname.lastname@example.org