Achieving Marketing Success
Priyam Chatterjee | On 06, Jun 2014
Every business aims at high yearly revenues and a brand in the society. Branding is as important for small business organizations as it is for the big names. Most people recognize the link between successful businesses and efficient branding and aspire to build a brand that emulates a similar success for them. They also understand that branding is not just how their business is perceived externally or the logo of their company but very few realize the reason why branding is essential. Branding is several acts combined together. It is defining your product or service, identifying your target market, knowing your competition, finding a niche, maintaining focus, developing awareness, building credibility and most importantly being consistent.
Consistency is the key
One might even say that the first step in building a brand is being consistent. The credibility of the brand comes from customers who believe in the services that are rendered to them. Brands that fail to keep their promises through every customer interaction eventually fail. Brand awareness advertising would not help build a brand unless the brand actually delivers what it promises to its consumers in the advertising process. Once consumers try a product or service and it lives up to their expectations, they are more likely to try it again with renewed higher expectations. Hence it is safe to say that it is basically the consumers that build the brands, not the companies. The companies merely help in evolvement of the brand by using their marketing strategies.
Consistency does not only apply to customer interaction, but to each and every field. This includes the look of collateral materials, the message delivered and the quality of the product. Being consistent is more important than having the “best” product in the market and is appreciated more by the customers too. This is the core behind the success of any chain organizations. Also, whilst building your brand, think of it more as a person than entity as that would help create a personality for the brand itself.
Consideration of what drives your business, the purpose of the brand and who are its heroes can help establish your emotive brand positioning. Building long term relationships with the existing customers is a sublet of being consistent and helps in incrementing the annual company revenue by almost sixty percent. Development of a brand that speaks to your consumers is of vital importance, because dressing up the offering and raising expectations can result in broken promises and eventually can prove catastrophic for the organization. Maintaining a consistent tone of voice with the customers helps reinforce the business’s character and clarify its services so that the customers know what to expect from the brand. The brand not only has to stand for something the organization believes in, but has to be bold, daring and unique. Innovation leads to evolution of the brand. Knowing when to under-promise and over-deliver to the consumers helps in increasing the potential for the organization to not only grow but to reach extraordinary heights. All these techniques do not guarantee 100% success, but promise to lay the foundation for the company to achieve more and separate it from its competitors.