Have You Found Your Inner Marketing Voice?

In the era of the social media, with hundreds of new brands launching every day and the existing ones launching new products every day, it becomes imperative for small business owners to evaluate their brand time and again. When you evaluate your brand, you realize that you are doing something that nobody else is and ‘that something’ is what makes you unique. The art is to express this in words. When you do this correctly, you master the recipe for success.

Have you found that voice, that captivating transformation that sets you apart from your counterparts?

Do you know your USP?

Are you aware of your unique selling proposition? What is it that distinguishes you from your competitors?

If you want your products to sell, you have to be aware of what your business offers and how it is different from other competitors. Your USP has to be truly unique and should evolve overtime. It should take stock of your special talents. Some key things to be kept in mind are:

When you have created your USP, make sure it is integrated in all your communications. It has to be integrated with your marketing strategy. You should be able to use it as a part of your Twitter and Facebook posts, as well as in your advertisements and blog posts. If you develop your USP carefully, and consciously work towards reinventing your brand, your products have the potential to go viral even amidst the twists and turns of the social media.

Authenticity in Marketing

Can you create opportunities through authenticity?

Another key to grow your small business is authenticity. Always remember that your customers are not looking for products or services, they would like an experience – an exceptional experience, something that they have not witnessed before! Stay true to what you do, who you are and of course, to your customers. Authenticity will reinforce your customer’s belief in your products; they will be able to relate to your business, it will create your image into an influential business and take your business to greater heights.

The key to being authentic is being real. Be true to yourself, your business and your customers. Let them know who you are and what you offer. When you falter, own up to your mistakes. Never force things on your customers, it may just work the way it wasn’t supposed to!

The next important thing is to care for a cause, choose a cause close to your heart. Charity is not about donations; it is about volunteering and championing yourself towards this cause. It is something your customers and employees will be able to relate to! E.g. employees at Standard Chartered donated their last hour pay in 2011 to their ‘Seeing is believing’ initiative that aids in tackling preventive blindness.

Inconsistency confuses customers, it leads to mistrust and increases suspicion. It is important to customize your approach to various problems but the key messaging can be consistent, your identity and style should always remain the same and demonstrate authenticity.  Apple has been able to demonstrate authenticity through the company’s consistent messaging strategy; their reputation for innovation and quality reinforces consumer belief.

Authenticity is also about staying true to your claims. If you don’t back up your claim with your actions, people will master the art of not paying attention to you. Do ensure that you have evidence to prove your statement. Never ever provide any misleading information. Car manufacturer Honda sacrificed short term gains to long term credibility by calling back 800,000 vehicles in December 2012. This was done to address an issue that could cause slip away of the vehicle and reinforced consumer faith in the organization.

Another important factor to be taken care of is responsiveness. When you respond to your customers promptly, addressing any concerns, thanking them for their patronage and customizing your message with utmost sincerity, you are taking another step towards being authentic. This helps in gaining customer trust and building your credibility.

Hold yourself accountable, whatever the situation. A classic example here is Dominos. Some time back, their CEO acknowledged that their product was not perfect and sought public support to help them design the perfect pizza. A number of advertisements were created and people were invited to try out various pizzas, and this actually doubled their profits. They used the situation to their advantage by exhibiting honesty and accountability.

Have you ever tried to manipulate a customer review? You should surely highlight your image but never try to manipulate data. If you get a negative review, acknowledge it and work towards it. Use it as an opportunity where you have got feedback that can help you improve and reach greater heights.