BY OLUWAFEMI ANTHONY
Starting a business is good and Marketing is applaudable but do you know the rudiments on how to make your business thrive in a saturated space. The increase of businesses in the digital space, several ads, and brand message has left the attention of the digital audience fragmented as they are forced to see the content they don’t want to see.
Even though marketing is way broader than digital marketing, the irregularities of traditional marketing have made the mode of marketing less effective to an extent and this is why digital marketing has grown beyond imagination in the millennial era. Although, there are several factors to consider when implementing a marketing plan, here’s a list of 6 important factors to consider before marketing a brand.
- WHAT IS YOUR BRAND MESSAGE?
As a startup or existing business, it’s understandable that you have gone beyond the “who am I” phase. You possibly know who you are and what you stand for. The “brand message” phase is where a lot of businesses struggle. This message is what tells your potential audience who you truly are and what you stand for.
Apple’s brand message is “Think Different” and that is why Apple is always taking road Z when everyone is taking road A. Coca-Cola’s brand message is “Sharing Happiness”, Xiaomi’s brand message is “Innovation for Everyone”. Your brand message is your part of your distinctive character. Put your brand on the path of success by developing a brand message. Every of your marketing plan follows the message your brand wishes to pass across. This is very important.
- KNOW YOUR AUDIENCE
Another important factor in developing a sustainable brand is to know who you’re targeting. The digital era has allowed brands to source for more audience insights and deliver key messages to them. Audience Targeting is not just about knowing some set of people who might be interested in your business. It is about knowing and building relationships with them through your brand message. Building relationships means you need to know their needs, desires, interests, and what influences their purchase decisions.
- LISTEN WELL AND CAREFULLY
Social Listening is another important factor in brand marketing. Most times audience interest and choices vary from different demographics. The message they choose to consume also differs and this is why you need to listen very carefully to what your audience wants. You don’t want to address a man who reads only Business Day Newspapers on Cable Nigeria. You know him to be your audience but are you listening to him saying he only wants his messages on “Business Day”. When you listen carefully, you know what your audience wants, how they want it, where they want it, and when they want it. This is very important.
- ARE YOU PRESENTABLE AND MEMORABLE?
Now you know your brand message and your target audience. The question is “are you appealing to your target audience?” One mistake startup makes is that they don’t appear to be what the audience perceives them to be. One of my personal experiences with a FinTech Company was because their product didn’t meet up to the standard of investment they channeled into Publicity. Publicity might get people attracted to you but experience and memories are what keeps them glued to your brand. This is you creating an impression and getting your consumers heads in love with you because of what you offer.
- DEVELOP A CLEAR COMMUNICATION PLAN
How you effectively communicate your brand’s message and ideas is key to consumer acquisition, retention, and developing further relationships. This helps you strategically win the heart of your consumer, convert and retain them as you tell them more of your brand and product offerings. Communications helps you forge long term relationships by engaging consumers, preach the brand message, and help them understand who you are and how you feel about them.
- STAY CONSISTENT FOREVER
Have you ever bought a Coca-Cola product and it tasted like Pepsi? If your answer is NO, then this is what consistency should mean to you. Brand Consistency births trust, sustain brands, and increases brand recognition. If after 50 years, Pepsi tastes like Pepsi and Fanta tastes like Fanta, then you need to have a consistent brand message, product offering, and service. Your consumer needs to be able to feel you while they have their eyes closed.