How to have the most impactful brand possible

The absolute most important factor that will ensure you have the biggest and best possible impact when you are marketing your brand is CONSISTENCY.

And this means consistency throughout the whole CUSTOMER EXPERIENCE. So every interaction your ideal customer has with your brand reinforces your brand values and what your brand means.

So, for example, if you are a retailer that positions itself as a discount fashion outlet, but when you get to the store you find the prices are actually not low at all, then you are creating a conflict for your customer that will translate into the way they feel about the brand.

Or, if your promise is that you can always get the customer service you need, but when you get to a store or make a phone call you actually cant get the help you desperately need, then you are letting your people down and making them feel confused about your brand promise.

What I would really emphasise here is that it is not that hard to do.  Don’t over think this.  Keep it simple.  It goes like this:

1. It starts with clearly understanding your customer and what they need or want.

2. Genuinely creating something that fills this gap in their lives.

3. Clearly and simply defining what your brand is going to stand for

4. Working out what the right price is for your customer

(so this means relative to your ideal customer – that could mean a jumpsuit for a newborn baby or a $150,000 mercedes for the local real estate agent),

and for you, because obviously we are in business to make money aren’t we?

5. Getting the word out that you have got the answer for them.

6. Making this accessible to them – wherever they hang out.

7. Growing and strengthening your relationship with them before AND after they buy your thing.

So, throughout all of these moments is an opportunity for the customer to experience your brand.

And at all times it’s is important you are representing the brand consistently.  By doing just this you create a the greatest possible impact because every time your customer experiences your brand they feel the same sentiment and their thoughts and feelings about the brand are reinforced.

This is what creates the content, warm, good feeling we want them to have when they hear our brand mentioned.

Thanks for reading.