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 .