because it can make your brand image work in many different ways.
Let’s take a quick look at branding for a small business with the advantage of a customer-centric marketing strategy.
One of the small businesses that many people like to start is a restaurant. Unfortunately, it is also a business with a high failure rate. Knowing more about their customers may increase the success rate.
For the purpose of this post, let us call this fictitious business owner Mindy. Mindy has worked in restaurants from a waitress to a manager for a few of the largest restaurant chains. Mindy has always achieved success no matter what position she held. Mindy is a person with a very sparkling personality.
Mort, her husband is a technology geek and a marketing director for a Fortune 1000 company. They are both seeking new challenges in their careers. They decided that Mindy would leave her job and start a local restaurant in their neighborhood. Mort would stay on his job but facilitate the marketing for the restaurant.
What they know about brands
Consumers seek out brands that they know and like. This can also be equated to trust, an important emotional benefit that works extremely well using direct marketing communications. Consumers, who consistently buy a certain brand, do so because they trust the brand. Mort knows from his marketing background that Mindy’s customer-centric personality exudes the benefit of trust to her patrons.
Becoming an enduring brand with a loyal following starts early and takes a lot of time and effort. While Mort starts building the customer centric marketing strategy, he knows trust can be more important than ever in their restaurants business. Mort is planning to use his marketing communication skills in traditional and social media.
Mindy with her outgoing personality, is always sharing her knowledge of the customer base with Mort. That’s OK with Mort as he knows it increases his creativity. And again, Mindy’s personality is strongly associated with the brand image.
Many people have brand favorites
We all have our favorite brands but today, consumers are more willing to try another brand. If it means a consumer is willing to switch to your brand, that’s a good thing. If it’s your brand that they are leaving, maybe it’s time to take a closer look at your brand image.
A brand image is just as important for a small company. Mindy and Mort proudly built their marketing strategy with a strong brand image. Branding is not just for the big boys on the block anymore.
Prior to social media entering the direct marketer’s domain, direct marketing and mail was used by many to get the greatest response possible and add to the growth of the business. There are thousands of direct marketing techniques and fundamentals one can use to get the message out in any communication channel.
Try some direct marketing to further spread the word
To prove its potential, I recommend clients use a direct marketing strategy and get creative with it in social media. In fact, when direct marketing is figured into the tactical choices for communication, online and offline, the response rate can increase appropriately.
Mindy is a great example. The owner is outgoing, creative and a people person. Those are three valuable attributes needed to build a good restaurant. It is also one of the main reasons why I value a customer-centric marketing strategy so highly. The more you know about customers, the more your business will grow. And that is not limited to a restaurant.
Do you have a brand strategy affiliated with a customer-centric marketing strategy? Do you have a strong brand image? If so, what type of business is it? Is your brand based on the owner or the products and services?
Let me know what you think and thanks for sharing.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.
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