When you have a product or service to sell, it’s likely that there are competitors that sell a similar type of product. You clearly understand why your product or service is better, but chances are your prospects do not. In order to attract new customers and keep them coming back, therefore, it’s essential that you develop a brand message that clearly differentiates you from your competitors, and highlights the benefits of coming to you. Here are some ways to maximize your brand message.
- Speak from the customer’s perspective. It’s very easy to simply list all the features and benefits of what you have to offer, but that’s usually not the best way to attract new customers. Rather, focus on the needs that your customer has that your product solves. For example, if you sell skin care products, don’t just list the ingredients of your product and what each ingredient does. Instead, focus on concerns like the appearance of wrinkles. Once you’ve highlighted a need that resonates with your prospects, then you can show them how your product solves this problem, and why it’s better than other products. In a crowded skincare environment, having someone focus in on a customer’s problem, and why your product is the best solution can create an irresistible pull towards your brand.
- Highlight your unique value. What you bring to your business cannot be emphasized enough. Often, many products offer similar benefits. Sometimes what causes people to shop with you is YOU: the superior customer service you offer, the knowledge of your customer’s needs, your high level of product knowledge that can’t be found in a big box store. Make sure prospects understand that when they shop with you, they’re not just getting a product…they’re getting the personal level of service that only comes when they shop with you. You’ll find that people aren’t used to this level of service, and once they find it, they tell their friends about it, and refuse to shop anywhere else.
- Offer extras. Another way to set yourself apart from your competitors is to provide an extra layer of service that can’t be found elsewhere. Offer a Facebook Page, blog or Pinterest account that offers tips related to your business. for example, if you sell nutritional supplements, provide content related to healthy living. If yous sell green energy, talk about ways to save on your energy bill while taking care of the environment. By providing this additional content, you become even more valuable to prospects, and offer them something they can share with their friends for free. You can also introduce your customers to additional products that complement what they have already purchased through sampling, or give them an additional product sample that they can share with a friend. All of these extras set you apart, and give your business a way to go viral.
Setting your brand apart in a crowded marketplace requires you to offer a customer experience that amazes and delights your customers. When you do this, customers won’t even consider going anywhere else. How do you maximize your brand? Would love to read your thoughts in the comments below.