How effective is your brand?
It all has to start with your product.
Is it good enough?
Do people like it?
Why do they like it?
What makes you different from the other competitors?
Why should customers buy from you?
Why is it so cheap?
Why is it so expensive?
These are just a few questions that you need to ask yourself about you, your brand, and your product.
Branding is the message you wish to convey to your current customers and in hope to attract new prospective customers.
It’s not just the physical appearance of your product or how it’s labelled, this is just the tip of the iceberg.
And I believe this is where a few companies can get a bit distorted about their own brand, which can affect their overall marketing strategy.
Having a nicely designed product that ticks all the aesthetic boxes isn’t enough if you want to spread the word about your product.
You need to get enough people to try it and based on their feedback, then you can begin to have an idea of how well received it can be in a particular market.
Once you know, then it’s a matter of getting your message out there but it’s not about telling people to buy your product without providing them any value whatsoever… a salesman tactic which is cynically looked at.
“If your product is good, the branding & marketing surrounding this becomes easier. If your product is not, no matter what you do, it will be very difficult to convince the market”
What I’ve learnt is not to just tell your customers to “BUY, BUY, BUY!”, but instead to offer them amplitude reasons WHY they should at least try your product.
You’re offering them value without the pressure of buying…
Now if you build up a nice local fans group who love your product and then they tell everyone else about it, then you’ve won!
Then it’s a rinse and repeat game… with every so often, when you ask for a sale during certain promotional periods, you will undoubtedly get some sales, but remember that this shouldn’t be at the forefront of your branding and marketing strategy.
Branding should emotionally connect your product to the customer.
You can have a simple white label with hand written details stuck on the side of a jar or packet, but if people love your product, this won’t matter.
This also applies with cost… if it tastes good or is conveniently appropriate for your customer, then cost does not necessarily matter (but bare in mind not to extort your customers 🙂 )
As you naturally get good in telling others WHY they should use your products or services, then the chips will always fall into place.