When it comes to creating a successful business, organization or service, just creating a brilliant product with huge potential for success is not enough. That bridge between your product and your consumers needs to be built…and that bridge is your brand, how you convey it and how you position it. Without these, even the best products can end up being monumental failures.
Your brand is about who you are, the customers you serve, your unique qualities and your customer guarantee. Your brand’s success depends on your ability to deliver value to your customers- time and time again.
That’s all well and good, but first, they won’t know how good your brand-your product- is if they don’t know it exists, and further, if they know it exists but have no interest in trying it. Right?
So, what has to happen first? YOU HAVE TO TELL THEM. This is your beginning; and it can be the beginning of the end, or the beginning of a great ride to the top.
Riding your brand to the top starts with a great package. Yes, your logo and name are part of that package and are important for on-going recognition, but more important are the words in your package-your content.
Your content is how your customers know you. It’s the only thing they can associate with you WITHOUT buying your product. It establishes relationships, trust, brand image, and goodwill.
The first contact your potentially loyal customer base will make with your product is when they read about its pros and cons, contemplating whether to forego all the other similar products in the market in order to have a taste of yours.
Now, once your content about your brand has enticed them to try you, your brand is now responsible for keeping them. If customers know exactly what to expect from your brand they will keep coming back for more. And customers are willing to pay more for a service that is associated with quality and value.
You only get one chance to make a great first impression. If your content is going to be compelling it needs to start pushing all the right buttons.
The level of competition in the market today is cutthroat; there is absolutely no way a company relying on poor content can manage to carve a place for itself. Make sure your words as well as your logo and tagline say who you are with a spark that ignites interest for new customers, keeps your existing customers happy yet grows and evolves with them.