Why? Think about it: why are you in business? What’s at the bottom of your motivation to start the business? What are the important ways in how you run your business?
If you’re not sure, you can’t convince your customers to choose you over your competitors.
When customers connect emotionally with a business it leads to “…loyalty and advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales. It can also give you the ideal platform from which to extend your offering or range.”
Know what your brand stands for. Who are you and how do you differ? What are your core values and what do you want to be known for? A robust and genuine set of values will bring the right customers. Think about how you would like your brand to be described and make sure this comes across in how you speak, how you write your website copy, and how your business thinks and behaves.
Have courage. And most importantly, have the courage to step outside of the box and be different – quirky or unique is memorable.
To have a thriving business, you need to resolve an issue for someone who’s in need of a solution. To have an alluring business, not only should you be solving an issue, but you should also be doing it in an irresistible way. It’s all about meeting compelling needs in compelling ways.
People want products and services that feel authentic and cater to individual wants and needs.
Be consistent. Once you’ve secured your business personality, keep it consistent. A consistent approach gives the impression of solidity, connection and honesty. Consistency boosts trust, and trust boosts loyalty.
Once you have created your brand identity, don’t make the mistake of simply forgetting about it and leaving it to sit stagnant. Instead, continue to develop and enrich your brand identity so that it becomes increasingly dynamic. Don’t just slap your logo on a standard website theme and render it live but invest creatively in the smallest details – colour palette, graphics, font; then introduction letters, creative questionnaires, blog posts and regular newsletters that will all strengthen the relationship between your customers and your brand.
In conclusion. Think on what Carl W. Buehner said: They may forget what you said — but they will never forget how you made them feel.