🙌 Be Helpful
🫀 Be Persistent
🌎 Be Everywhere!
🙌 Be Helpful
The most effective way to position your brand and engage your customers is so simple. Be helpful!
During the pandemic, businesses faced a crisis. They had to market their services without being perceived as opportunistic or icky. The solution was to be truly helpful to the people with the most need.
To figure out how to be helpful, ask three questions:
- Who needs my company and its expertise the most right now?
- What products or services can we deliver to solve real problems that are valued?
- How can we proactively sell and deliver our services to the people who need them most?
These questions shift the lens from your company and your needs to your customers and their needs.
These questions provide a roadmap to position your brand for service. No matter the market conditions, a helpful brand is a useful brand.
One Stat to Watch
23%
A consistent brand — from identity, imaging, messaging and voice — can increase revenue by 23%, according to a study by Marq.
🫀 Be Persistent
Branding is a marathon, not a sprint
Branding is different from marketing. Traditionally, marketing is campaign driven: a tradeshow, an ad, a promotion, or an event. Each of these activities has a clear beginning, middle, and end. Branding, on the other hand, is endless.
Your brand is in a constant state of evolution and growth, and the second you stop working on it is the second it starts to die.
Your brand is a work in progress, and so is mine. So too are the best brands in the world. The more you work on your brand, the more interesting it gets.
Great brands are built through persistent determination. The work never ends
🌎 Be Everywhere
Sticky Brands just seem to be everywhere. They have a buzz about them that’s usually the domain of much larger companies.
Unlike the big guys, you don’t spend outrageous amounts of money on marketing and advertising. You can create the impression your brand is everywhere by ruthlessly focusing your marketing on a target market or niche.
It’s a matter of focus and multi-channel exposure.
For instance, a customer might receive your email newsletter or see a post on LinkedIn, then see your ads on Instagram, and visit your booth at a trade show. The combination of experiences creates the impression that your brand is everywhere.
It’s like, “I saw them online, and then I saw them sponsoring our conference last month. They’re everywhere!”
Repetitive exposure builds trust and credibility. And you don’t have to break the bank doing it.
You don’t have to be everywhere to be perceived as being everywhere. You just have to pop up frequently in the communities and places that you want to serve.
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