Certain aspects of your brand story, if updated or enhanced, can bring additional value to you and to your customers. Branding gives you the opportunity, over time, to associate your organization with the benefits and values that are important and relevant to your customer. In a fast-paced, ever-changing global marketplace, your brand represents the promise of service and the expectancy of future benefits. The expectancy of these future benefits motivates buyers to place a higher value on your brand and to be willing to invest in building a relationship with you and your brand. Therefore, maximize any opportunity you have to distinguish your brand. One way to do that is to identify, clarify and “polish” your marketing communications so that your brand shines out brightly from among all the others.
Are your clients’ perceptions of your brand a key factor in their decisions to purchase your product or service and to remain loyal customers?
_____ Refine the details of the core organizational values your brand promotes. Does your brand convince buyers to choose your products and services over that of your competitors? How is your core brand identity conveyed in your marketing? Do your core values connect with customer needs?
______ Select a writing style and tone that speaks to your niche audience. What writing style is appropriate? Formal? Conversational? Informative? Persuasive? What terminology does your customer group recognize? Are your customers experts? Or, are they new to their field?
_____ Choose content relevant to the challenges your audience seeks to solve. What do you want your audience/ideal reader to think or feel? What action do you want them to take? Does your core brand identity speak to customer attitudes, preferences and likes? Do your messages promote conviction and action?
___ Develop messages in media that are culturally relevant to your customers and prospects. What is the culture of your organization? How does it compare with the culture of your customers? In developing messages and choosing media, consider the strategic importance of customer orientation, competitor positioning, length of marketplace initiatives and any other factor pertinent to your core customers.
Are You the Apple of Your Customers’ Eyes?
Is your brand respected in the marketplace? Do your customers value their relationship with you and consider it important to their success? What actions do you take daily to increase your brand equity? To find out, identify areas that need improvement and evaluate your organizational marketing messages and media channels. Let us help you to identify Brand Story areas that need improvement. To get started on your review and evaluation, leave a comment here.
Maria Pinochet, marketing consultant and copywriter, thrives on living the entrepreneurial life and assisting others to realize their dreams of independence.
Her company, Kore Access, Incorporated produces marketing communications for online content and for printed materials. BrandStory, one of her copywriting services, delivers a script of your business story to use in digital and print media.