How you describe your business to the world matters. The words you use to describe your brand identity, and what you have to offer, will define your company’s personality for your customers and the public in general. Getting your marketing and brand statements right is an essential step to building your overall business identity. In marketing, it’s called your “marketing Many small businesses fall back on their “About Us” page or product descriptions to describe what they do and who they are. The problem with this approach is that this message is always about the business itself, and not about you and your employees, and those you are trying to connect with – your customers.
Your product or service should only be part of your overall message. Yes, it’s what you bring to your customers, but you are offering more – customer service, convenience, reliability, experience, etc. So consider all these issues in light of what they mean to your customer. What makes you unique to your target market?
You’ve outlined your product and you know your customer, but how are you different from the competition? Try to tie those differences to your products’ unique qualities. And don’t just tell your customers that your product is superior, offer them proof, such as customer testimonials, references and success stories.
Once you have your message developed, make sure everyone is on the same sheet of music, from your sales people to your front desk, your website to your marketing and commercial slogans. The more your customers hear your message, the more likely it will be to resonate and stick.
Understanding the market for your product/service is important for every company. It can help you recognize new business opportunities and guide your decisions, like the introduction of a new business or product, the expansion into new markets or the causes of a decline in revenues, to name just a few.