Why No-One's Buying Your Brand MessageMonday, May 08, 2017
The ability to be understood is one of the crucial needs of the business. If you can’t get people to understand what you’re all about, you have no chance of turning them into customers. Yet, it’s a common concern for new businesses who thought all they needed was a great idea. No, you also have to master the ways that you communicate that idea. We’re going to look at some of those ways now and find out why no-one is connecting with your message like you hoped they would.
If no-one can see your message, then that’s going to be a huge problem. Every business has to invest in marketing to some degree. Even if you’re online, that doesn’t mean that it’s enough to just set up a website and a few social media accounts. You might not have the kind of budget that can support a huge advertising campaign, so you should focus on organic methods like setting up a blog or using SEO website audits to ensure that people can at least find your site through search engines. You can earn plenty of visibility in the real world, too, by going to networking events and making an appearance at trade shows and conferences.
What is it that makes the core of your brand? Most people will say that it’s the value that the product or service has to offer and they’re not wrong. However, if it isn’t also narrowed down to the specific niche or audience that you’re trying to target, then it loses focus. It becomes a confused, generic message. In your attempts to appeal more broadly to a wider audience, you make it harder to truly get to the heart of your own. Make sure you spend time understanding the needs and the lifestyles of your ideal customer. It’s to them that you want to tailor your branding, initially. As the product or service becomes more popular, it’s the word-of-mouth and praise that will help it spread out to gain greater fame.
There’s a good chance that you’re going to have plenty of competition in the industry you’re heading in. Your product might be new and exciting compared to theirs, but there’s a fatal mistake many new business owners make when it comes to their competition. They look at the successful marketing campaigns of their competitors and they think that what works for the enemy will work for them. It’s a good idea to look at your competition and take elements of what works, certainly. But the most important lesson to learn from their branding is how you’re going to differentiate yourself from them. What is the weakness of their service that is your strength? What is the audience they’re missing that you’re hitting? You need to focus on that niche. Otherwise, why would a customer choose you over a more established outfit?
Your message has to be loud, it has to be clear, it has to be direct, and it has to be different. If you can’t make that happen even with the points above, then it might not be the message that’s the problem. It might be the business.