In business, it’s never about just selling products. What will get you customers (and keep them) is when you’re selling a lifestyle to them- promoting the way that they want to live. To attract people to your business, you need to build a brand that targets them in the right way. Are you selling the ideas of ‘the busy student who has it all together’ with your organisational products? Are you selling the idea of ‘the fit and healthy mom’ with your sportswear? You might be selling the idea of the ‘cool, trendy millennial guy’ with your selection of men’s grooming products? Here are some of the reasons that it’s absolutely crucial to build up a brand when you run a business.
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People trust brands
The thing about brands is they’re so much more than just a logo on a product. When you buy from a brand, you know you’re paying for the research that’s gone onto the products, the design and testing phases, the quality of materials and the good reputation of the company. People trust brands because if and when things go wrong, they know that their issue will be dealt with quickly and professionally. This is why people tend to be loyal to brands and stick with what they know.
People are happier to spend more money on brands
Not only do people trust brands, but for all of the above reasons they’re happier to spend more money on them too. This means that if you’re able to build up a recognisable brand, you’re able to profit from this. Brands aren’t always better quality- look at supermarket food products for example. It’s become common knowledge that these things are often very similar if not the exact same as the cheaper brands, but at many times the price. But people continue to pay for them and stick with them.
Your brand sets you apart from your competitors
Once you have a recognisable brand, you’ll find it easier to retain customers providing you keep giving great service and putting out great products. This gives you an advantage over other smaller companies that are entering your niche. It doesn’t matter what you do or what you sell, you’ll always have competitors- so you need to find ways to stand out from the crowd. You need to give customers a reason to choose you over others.
Get your brand out there
Building up a recognisable brand takes clever marketing and promotion, and so be sure to get experts on your team that know what they’re doing. The wrong tactics could be seen as pressure and forcing it down people’s throats which they’re never going to appreciate. Tactics like brand storytelling, attending expos and events and fun social media campaigns can all be effective.
Have you spent much time and effort building your brand?
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