You are a small business owner and you are either (1) already established or (2) just getting started. Whatever the case may be, you have a product you know is phenomenal and you want to share it with everyone and anyone you feel can benefit from use of your product. Whether your “product” be a good or a service is irrelevant. What matters is that when branding your product, adjust to your audience’s frequency!
Your audience does not need to tune into you. You need to tune into your audience.
When you are developing your “brand”, determine who is really your target market. You can do this by discovering the wants and needs of individuals who are currently purchasing your product or service. Perform a market research by conducting surveys online and offering promotions to those who participate. Conduct research within your store. If you are a sporting goods store, train your staff to ask your customers “what do you like about this sports garment you are buying today?” or “what is it about these sneakers that you chose them?” Check your competitors consumer buying habits. Use tools like ZipSkinny to learn demographic patterns orTrendwatching.com to learn lifestyle trends. Based on your market research, construct your branding message to allow prospective clients to understand ways in which your products or service can fulfill their wants and needs.
People rarely make purchasing decisions by reason alone.
You need to tap into consumers deep seated desires when constructing your brand. Touch consumers heartstrings when developing your brand and ultimately it will touch their purse strings. People make purchase decisions based on their emotions. Be factual about your product or service, but appeal to consumers emotions. If you construct a brand that resounds emotionally, consumers are more likely to take action.
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The more you want your brand to be adopted, the more you must make it stand out.
The best way to stand out is to be transparent and real. Do not fall into the trap of building a brand behind a wall of jargon. Using a branding strategy that includes emotional appeal may seem unnatural or even scary because it requires showing vulnerability in some way to complete strangers. But it is that very personal story, within your brand, that contains the most inherent power to move people to act.
When you truly discover what your target market is seeking, make that human connection in your branding strategy. It is then when your message will resonate!
