The secret to a captivating brand lies in honesty. That’s the main point throughout this article but it goes deeper than that. Your business should be striving to offer more than its competitors because your brand is the only thing which separates you from everyone else. Every other company in your industry might be selling garden equipment, for example, but you might be one of the few environmentally-friendly businesses doing so in your area. Here are some more pieces of advice to help your brand stand out from the crowd. The secret is to find a gap in the market and to offer something that nobody else is offering but that consumers definitely need.
Make it genuine from the inside out.
Most businesses start to go wrong when they exaggerate on their own abilities. They promise to solve any customer’s problem within 24 hours and then they receive bad reviews as soon as it takes them over a day to fix an issue; they promise to cut down on wastage but then they come under fire for using excessive packaging for the products that they sell. The point is that your business needs to follow through with its promises if you want your brand image to really mean something. The words you use within your marketing campaigns can’t just be hot air.
That’s why you should build your brand from the inside and work your way outwards. What this means is that you need to focus on making changes and improvements to your business’ workplace, workforce, and its operational structure. If you want to be a more ethical company then start cutting down on the paper you use, reduce your energy bills, and so on (all of these things will save you money too). You should also improve the office to help boost the morale of workers.
Rework the break room so that your employees actually enjoy where they work. Focus on warm and inviting lighting so that people feel comfortable in their surroundings; you could look into recessed lighting for the kitchen or canteen area and get some electronic transformers so as to keep the power source out of sight. The point is that you need to be focusing on all the tiny details of your office’s image because your brand shouldn’t just project a happy company on the outside; your workers should genuinely be happy behind closed doors.
Reward loyal customers.
In fact, go one step further than this; incentivize customers to stay loyal to your company by offering them rewards for doing so. Offer cards or referral schemes that give consumers perks such as discounts on future purchases, great deals reserved specifically for loyal customers, or perhaps vouchers and other offers. The point is that you need to give people a reason to stick around with your company. Your competitors are offering great things too and there may be little difference between your business and the competition in your industry. Stand out from the crowd by showing that your brand wants to reward its loyal customers.