Especially in times of financial crisis, it is important to communicate to your costumers that your brand is the best option. It must stand out from all their other options; your brand’s image must speak to them personally. It is not enough to just have a catchy slogan and logo; you must find a way to make the customer feel that your brand is right for them. But how does one make a brand memorable? What differentiates your brand from the hundreds of other choices out there?
Associate your brand with an idea or image
You are not just selling a product, you are selling the associations that go along with it. If your product is clothing, you should also make the customer feel that he or she will be more fashionable as well as just keeping warm. The look and ideas that go hand in hand with your product are just as important in making a sale as having a good product. Just because a product is in demand doesn’t mean you don’t have to work to promote it, because otherwise people are just as likely to get it elsewhere. Your product has to stand out from the competition, and making an emotional connection with the customer is the best way to do it. Tell them how your product will make their life easier or better.
Advertise your brand on every email and package that you send out
Many companies print business cards, but there are other options to increase brand awareness and to make customers remember your company. Rather than using a plain receipt, always use one with your brand logo. Put your brand on shipping boxes, bags, and include it in emails. These are also cost effective, because it costs you nothing to include something about your brand in an email signature; and you are probably printing out receipts for your items already, so why not make sure there is a large, memorable logo on them to make sure a customer pays attention to it? The more often they see your brand logo, the better they will remember it, and if they remember it, they are more likely to become repeat customers.
Have a website to market your products
Even if you do business mainly in person or through the mail, a website is a cheap and useful marketing tool that is always available for your customers to look at. Make sure it is visually appealing and has plenty of information. It is important that a site be easy to navigate and simple to understand. Even if you do not take orders online, a website is a great way for a customer to look at pictures and find information about your product. Make sure it is clear if you take orders online. If you do, use shopping cart software that is easy for the customer. If not, make sure you clearly state how they can buy your product, what hours they can contact you, and any relevant addresses and phone numbers.
