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A Customer's Perception - Your Brand

June 30, 2012 | Comments: 0 | Views: 198

What's the "Breakfast of Champions"? Which cereal comes in a bright yellow box? Which company is associated with "Just Do It"? Cocoa Puffs cereal is aimed at what type of customer? Which car claims to be "the ultimate driving machine"? Which company is associated with golden arches?

As a customer or prospective customer, you have a certain perception or impression of all of these companies based upon their slogans or tagline, their unique selling proposition, their colors, their logo, their niche client, their benefit, their values, and their company name. All of these things make up a company's brand.

As a small business owner, your company name should ideally reflect what you do.

Example: Spotlight Home Staging

Your company tagline or slogan should be a catchy phrase that shows some benefit and forms an emotional connection with your buyer.

Example: Giving Your Home a Selling Role

Your company logo is the face of your brand. It is a sign, symbol, or stylized writing that identifies your company.

Example: Using Spotlight Home Staging with a spotlight shining on it.

Your unique selling proposition differentiates you from your competition.

Example: Spotlight Home Staging specializes in selling homes for customers who also need downsizing and move-in services.

Many small business owners don't communicate to their clients what's unique about their products or services. The customer needs to know what you offer that your competitor does not so they buy from you.

Your niche client is the customer who needs your services and will pay for them.

Example: Spotlight Home Staging caters to active adults 55+ who are empty-nesters and downsizing.

There are small business owners who don't select a niche client. Their marketing efforts don't focus on the customer who needs and will pay for their services. They are afraid that they will miss out on a client if they don't reach out to everyone. Consequently, they don't become the expert in their field.

Your benefit is why your customers should hire you. What's in it for them?

Example: Spotlight Home Staging can take away all of those sleepless nights worrying about selling your home. Our staged homes sell quickly and for top dollar.

Probably the biggest mistake small businesses make is stressing the features of their services and products instead of the benefits. What keeps your customer awake at 3am in the morning? What problems are they having? To be successful, you need to have the solution to their problem and communicate it well in your marketing materials.

Your values are the characteristics that make working with you a great experience. What do you want your customers to think of you?

Example: Spotlight Home Staging is dependable, professional, honest, knowledgeable, and dedicated to getting my home sold quickly and profitably.

Your brand is the core of your marketing. You can't start networking, or sending out marketing materials, or developing a website until you have your brand in place.

I am a Perception Marketing Specialist who offers marketing consulting services to small first-time or struggling business owners across the U.S. Located in Jacksonville, Florida, my services include copywriting; content writing; developing business and marketing plans; developing creative marketing strategies; training on networking effectively, blogging, giving presentations, and social media marketing. I'm also a professional speaker on marketing topics.

Source: EzineArticles
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