Amp Up Your Brand by Skot Tulk
In marketing, we often ask others to think about brands as if they were people. You may not be able to immediately think about Kellogg’ s as a brand, but if you had to describe the company as a teenager, well, a pretty clear picture emerges. You can probably tell me exactly what kind of teenager you think Kellogg’ s might be.
This disassociation game allows individuals to think and talk about subjects like brands. The following information consists of some good old fashioned straight talk about three solid branding principles that will get you started turning your business into a successful brand.
Find Yourself. Be Yourself.
How many times growing up did you hear your parents and teachers say“ just be yourself.” Well, the principle holds true when marketing because the truth is you can’ t be anything else. So, think about what sets your pharmacy apart from your competitors. Whether it is your price, convenient location or your community involvement; figure out what makes you, you. Then, focus your marketing energy on driving home that single point. While you may be great at many things, drive home only the most compelling point to your customer.
Practical Tip: Any advertising should focus on a singular, compelling point that speaks to what makes your brand / product compelling to your consumer. Ever look at trade publication ads? So many of them are just data dumps. You can stand out by focusing your message and also including a link or QR code for those interested in learning more.( For more information read The QR Code.)
Be Interesting.
The Internet has made it very easy to be interesting these days, and you would be wise to take advantage of that resource. If you know who your customer is, speak to them on their terms, and become a go-to resource for information compelling to your audience. Not sure how to begin? Identify a leader in your category and follow them carefully to draw inspiration on what success looks like.
Practical Tip: If you don’ t know who your customer is, take the time to find out. Invite your clients to a series of advisory panels. Provide some light nosh and just sit down with them to ask how you are doing. Trust me, they won’ t be shy about sharing their opinions, and some of the feedback you receive can help you and take your business to the next level.
Be Real.
If you are trying to build a brand, the absolute worst thing you can do these days is make a quick buck at the expense of your integrity. Consumers can smell insincerity a mile away, and with consumer bullhorn tools like Facebook, Twitter and Yelp!, it won’ t take long before everyone in town has something to say about you, and it won’ t be good.
Practical Tip: As a matter of smart business, you should always be closely monitoring websites like Facebook, Twitter, and Yelp! for what consumers are saying about your business. Don’ t let any feedback you find, mainly negative, go unacknowledged.