5 WAYS TO MARKET YOUR BRAND & THRIVE LIKE NOBODY’S BUSINESS
So, despite what a few nitwits had to say in the early 90s, the Internet became a world-wide phenomenon and completely changed everything we thought we knew about marketing forever.
This all begs the question, how on earth are we as business owners meant to keep up with all the emerging online marketing trends? Algorithms are being changed more frequently than a new-born’s diapers and the imminent big data revolution is also waiting in the wings to throw a few spanners in the works.
We’ve got great news! Despite the fact that the digital marketing landscape is the modern-day equivalent of a frontier settlement where there’s a new sheriff in town every other week, there are a few sound marketing principles that will never go out of style.
These golden oldies were valid back in the day when ‘marketing’ meant a few fliers and the occasional ad in the classifieds, and will continue to work their magic long after we’re all pushing daisies.
Here are the five evergreen marketing principles that will allow your brand to thrive:
YOU NEED TO BE ORIGINAL
To truly stand out, your brand needs to be the first of its kind. Think Coca-Cola in a world that has never experienced a carbonated soft drink. First impressions last, and if you’re the first company to offer a consumer a product they need, you’ll necessarily enjoy a firm marketing foothold.
IF YOU CAN’T BE ORIGINAL IN YOUR SEGMENT, CREATE A NEW ONE
But what if the product you offer already has a few very brawny competitors? Well, then you must create a new category. You can do so by a) specialising an existing category or b) targeting a new geographic demographic.
PERCEPTION TRUMPS PRODUCT
What people think and feel about your brand matters more than your actual product or service. This is why it is so important to ensure that your ORM is up to scratch. By taking care of consumer grievances and complaints as soon as they arise, you keep your nose clean and consumer perceptions where you want them.
FEELINGS ARE INVALUABLE REAL ESTATE
If your marketing material can evoke a feeling you’ve struck gold. This is why a great jingle or slogan (think Joshua Door and Nike) is such an amazing marketing tool. These emotive ditties may seem inconsequential, but when your brand ‘owns’ a saying or sound, you effectively have a little piece of real estate in every consumer’s mind. That’s powerful stuff.
FOCUS YOUR FIREPOWER
Once your company grows, you may be tempted to build out your product offering or diversify your services to bolster your bottom line. While this is all well and good, bear in mind that your brand gets diluted every time you add another little something under the umbrella. Instead of jamming everything in the same brand camp, rather consider creating a separate platform so you don’t end up confusing or alienating the original market segment that know you for your core brand offering.
And there you have it – five perennial marketing rules that will allow you to grow your brand both off- and online. Would you like to know more about ensuring the longevity of your business? Get in touch and schedule a chat!