What first impression is made by your brand? Whether you are a serial entrepreneur, a new small business owner, or part of a large corporation, you’ve worked hard crafting your public image. Does your target audience get the impression you intended?
In the age of mass marketing, tailoring your image to meet the needs of potential customers is key. With a slew of ads thrown about, people have to view something, on average, seven to eight times for it to sink in. This means that your brand may get more than one chance to make a first impression. However, you won’t know which one counts the most. Find out how to make every interaction with potential consumers a good one.
1. How You Communicate
Every target audience will look a little different. Do some research to find out their preferred method of communication. For example, it is imperative that your phone service fits your industry. If your ideal customer is part of Gen Z, you will need something a bit more modern than your typical landline phone service. They will likely stray away from calling someone only to sift through a call menu and be put on hold with music that they definitely won’t hear on TikTok.
You need to think outside of the box. Profile your perfect potential customer, and figure out how they would want to contact you. Make sure you cover all your modes of communication, from one-way to two-way avenues. Some to consider are:
- Social media posts and comment sections
- Blog posts and comment sections
- Direct messages
- Automated responses
- Modern phone systems
- Text messaging
- Email campaigns
- Feedback
The last one can actually help you craft your brand along the way. Send out surveys with certain incentives for consumers to fill them out. Find out what exactly made them purchase, or how they would improve your communication style.
2. What You Look Like Online
Your brand can, and should, ebb and flow with time. Changes are a normal part of growing as a business. Especially if consumers have feedback, changes can show initiative. However, there are some things that you should keep consistent. Your brand should be recognizable in its colors, logos, and tone. Familiarity is important to most consumers, so abrupt changes are not advised.
Keep a branding list that outlines aspects to keep consistent. Also, focus on crafting effective:
- Graphics
- Messaging
- Websites
- Social posts
- Product/service reviews
If you don’t have an online presence, potential customers may go with another business that does.
3. What You Look Like in Person
Although most commerce is available online now, there are usually tangible aspects to every brand. If you have a physical product or storefront, how does it compare to other similar offerings? People will associate name brand products with quality, but there are opportunities for smaller businesses to step in. A modern, clean-looking style will make your product or service look more trustworthy. Are you looking to bring in folks focused on eco-friendly practices? Focus on natural, earth-tones in your store. Again, this is all about your ideal customer and tailoring your image to their liking.
4. What Company You Keep
Your image can sometimes be associated with others’ images. Watch this closely. Alliances with other brands, or even extensions of your own brand, can tell consumers a lot about your core company. If, for example, you are still tailoring to those eco-conscious consumers, think about partnering with green initiatives. If you work with brands that have a large carbon footprint, think twice about that alliance. A smarter option would be a non-profit that plants trees for every sale.
These are some broad examples of how to put out a favorable representation of your brand. Communication is key. Whether you are communicating via the phone, online, or in-person, take the time to craft the right message. Your sales will show the difference.