Consumers grasp for values and beliefs when it comes to Millennials up to Gen-Z's.
It's essential that your customer is impacted in some way by what you do and how you do it.
The underlying question: Are you doing anything to give your brand a unique personality?
The answer is probably no.
Every small business owner wants to appeal to their target audience in a different and innovative way, yet they typically either don't know how to do it or they just don't hustle to put ideas into motion.
Lucky for you, this article will show you different ideas that will differentiate your business from the ever-growing crowd in your niche that you can take action on immediately.
Don't be afraid to be awesome. Sometimes being weird and different is good. When you think you're working hard, there is always someone else working harder, so always be yourself and know your stuff.
- Jaqueline MacInnes Wood
Make a Video
Sometimes you just cannot reach the entirety of your audience personally. Many times you aren't able to fully deliver your message effectively and clearly, and your true brand personality is lost in the minutia of the transaction process.
So what's the solution to this?
Video of course! Consumers are 39% more likely to share a video than normal text. Not only can you provide an insider look into your business, but your pre-existing customers will share these with potential leads!
But more importantly, video can bring out your brand's personality outside the normal B2C process.
This is your time to tell an impactful and meaningful storyline. You're now able to reach your consumer anywhere they're currently located. What is even more impactful is that you are able to keep your audience engaged and give them visual information (which is usually easier to retain!).
Go Behind the Scenes
Have you ever been on a factory tour? Such as a behind the scenes tour?
Opening your "factory doors" to your public will give your audience a completely new perspective on what you do.
It is human nature to be intrigued by how things work. This is your opportunity to provide that perspective you your medium of choice.
Another reason that going behind the scenes is so impactful is that it provides a sense of transparency. By being transparent, you're creating a sense of trust with your target customers.
And we all know trust is so very impactful, right? If your clientele trusts your brand, they will become your cheerleader and push your business's voice much further with word of mouth marketing.
Now, I know what you're thinking...
I don't want to give my secrets away! My competitors will pick up on these things and this will give them an advantage.
This is something you should never worry about. Here's the thing... you're the expert in your brand and how you do things.
Look at a brewery tour, for example.
These tours give you a true behind-the-scenes look at how they produce and package their signature products, all the way down to the brands and types of products they use in their beer.
However, no matter how much someone tries to replicate what that brewery is doing, it just isn't the same.
That's where you have an advantage. You're the expert at what you do and how you do it. Fear is only for those who have something to hide.
Introduce Your Team
This can be so impactful in how your business is viewed.
Giving a look inside those that make up your brand is another way to build that trust factor. Telling everyone's unique story about what they like to do, where they like to hang out, etc. etc. is key to putting a different spin on your business.
Customers will see this, and once again become intrigued with what you're doing. They will visually see that your team has a sense of ownership and buy-in to the brand and what it represents.
Now... that being said, your team must reflect the personality you want to portray. If your brand believes in sustainability and local sourcing, your people must portray this in their lifestyles as well.
What's the top way to turn your customer into someone who doesn't truly care about your brand?
Be boring, and you'll find out quickly with the decreasing revenue that you're receiving.
The key to anything you do in life is to be exciting, entertaining, and ecstatic about what you do on a daily basis.
Look at Moe's Southwest Grill. Immediately, you thought of the "Welcome to Moe's!" chant, didn't you? It's unique and not seen anywhere else. It provides a memorable experience, because every time you open that door, the enthusiasm of the team is clearly shown.
Have you ever shopped at Publix, and then another chain grocery store? There is no comparison. Each employee you see is smiling, and you will certainly find help around every corner.
Ultimately, your job is to create an unforgettable experience for your customer. Whether it is throughout the experience or offline, you must translate your brand's beliefs and values in a way that will resonate with your customers.
Just. Be. Everywhere.
This point cannot be stressed enough.
You must hustle. You must not waiver. You must go to your consumer.
Social media and the internet have opened up the opportunities to really impact your relationship with your target audience, and yet another way to interact with them from anywhere.
Twitter gives you an opportunity to make a 140-character statement. Instagram gives your customer permission to visualize your brand personality. Facebook is the ultimate interaction platform.
Want a way to provide valuable information consistently? Create a blog! It's so very simple, and yet so very necessary.
I use BlueHost as my domain provider, and use the Wordpress platform. I LOVE IT! Customer service is helpful, and it is very affordable. Not only that, but there are so many tutorials online that help you succeed in providing your brand a voice.
However, the key with anything you do is to create quality content.
Your customers are human crap-detectors. They will see right through the bull if you try to just throw spaghetti against a wall.
Spend time on what you produce, and don't hold back.
I can't stress how important it is to be impactful with your branding. A logo and great customer service just isn't enough anymore.
In 2016 and beyond, social media and the internet provides you so many opportunities to boost your brand without spending a dime.
There are no excuses, and your customers demand that you bring your A-game. So instill a personality that will be a game-changer!