Monthly Archives

August 2020

Positive brand feelings

How can small businesses encourage a strong response from a client?

By Customer Understanding, Small Business MarketingNo Comments

“What about you?” 

What about you makes you the best choice for your potential client to work with instead of others? 

This blog post will help you to recognise and communicate what your brand means to your client. 

Positive brand feelings

This is the third post of the ‘activate fierce brand loyalty’ series. 

So far we have covered, “who are you?” and “what are you?”in the previous two blog posts. 

After answering those two questions, your ideal client will start to form feelings and judgements towards you. This is due to having a base of broad awareness. Following this, the brand building blocks of performance and imagery are then taken into consideration. 

The ability to create intensely positive feelings 

A brand is more than its product or service. 

A brand evokes feelings. 

As small business owners, you must consider how your brand makes your customers feel about you and them.  

There are the four responses your business faces:  

  • intensely negative  
  • mildly negative  
  • mildly positive   
  • intensely positive. 

How best to handle a negative comment

The reality for most UK businesses is that you rarely experience mildly negative or mildly positive feelings in the form of reviews or social media interactions.  

However, you know when someone has a negative experience; it is quintessentially British to make sure everyone knows about it!  

For example, someone may dislike the opinion piece you shared in your weekly e-newsletter.  

They email you angrily about how you are a total and utter disgrace!   

It is important to politely respond. Apologise for how they feel and do your best to resolve it. If the negative feedback is unwarranted and unreasonable, do not be afraid to unsubscribe them from your list. It is best to focus your time, efforts and content towards those that value it. 

Turning the peri-peri meter from mild to spicy 

Potential clients who have an intensely positive feeling towards you are likely to follow you on social media. They may be subscribed to your e-mailing list. Most importantly, it will lead towards an intensely positive feeling in which they are more likely to buy from you. It is vital to be able to communicate your knowledge and expertise consistently. There are various ways to do so: 

  • Tips and guides 
  • Case Studies 
  • Testimonials 

To make the most of these methods to showcase your knowledge, it is best to share content to specific segments of your audience. If you are aware that your potential client is in the tech industry, share a tech-related testimonial with them.  

A practical tip is to share specific e-mail content to a specified segment of your audience that it is applicable to. Following this, send a follow up email. To be able to turn a potential client’s mildly positive feeling to intensely positive, it is necessary for them to engage with the content. A follow up email increases the likelihood of opens and click-throughs, which then leads them towards the landing page with a call-to-action.

The more relevant the shared content is, the more likely they are to react to it. 

Through these feelings, positive judgements will be formed of your business and what it represents. It will enhance your image of credibility and superiority that makes you a business worth working with and paying for. 

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what does your brand mean to your target audience

What does your brand mean to your target audience?

By A Helping Hand, Small Business MarketingNo Comments

What does your brand mean to your target audience?

This is the second part of our ‘Activate Fierce Brand Loyalty’ blog post series. The first of which helps your brand to develop an awareness with your target audience.

This blog post follows on from the development of building awareness through your client asking,

“What are you?”

what does your brand mean to your target audience

How can you differentiate yourself from your competition?

The concept of brand development is to be able to differentiate yourself from your competition. One of the pitfalls small businesses may fall into is focusing on promoting their service or product only. Your competition will be doing the exact same thing.

This becomes confusing for your potential client who is hearing the same thing from multiple businesses. Whether that potential client is in your local area or finds you through online searches and research.

This blog post provides guidelines to help develop a meaning to your target audience. This helps you to stand out from the crowd of business that provide similar services.

Once your target audience is aware of you, they feel inclined to learn more about you. There are two vital factors that communicate what your brand means to your target audience.

  1. Performance

What can you do to meet your target audience’s needs?

Five performance based categories meet the needs of your target audience:

  • Characteristics and features
  • Reliability
  • Durability or duration
  • Serviceability (effectiveness and efficiency)
  • Design and price

Potential clients will want to build on their awareness of your brand by trying to figure out important questions that define what you mean to them.

An example could be, ‘How effective will SME Needs strategic marketing plan be for my business in the short-term and long-term?’

Apply this line of questioning to your own business.

What factors of performance distinguish the service you provide for your target audience?

  • How much more could I get done to grow my business if I entrust all my IT requirements to this business?
  • In terms of efficiency, how productive can my project be if I engage with this consultancy firm?
  • How cost effective would it be to invest in this specialised equipment and how long will it run smoothly for?

2. Imagery

If your brand was a human, how would you be perceived?

Small businesses have personality in abundance!

This is something that you should capitalise in the way you communicate your brand’s image. This creates positive and strong associations and perceptions of your brand in the mind of the client.

Your target audience will form an image of you from their personal experiences with you, through targeted marketing or through word-of-mouth. As a small business, much of what image they will have of the brand will be associated with the personality traits of the owner.

Are you sincere and friendly? Spirited and imaginative? Or maybe you are reliable and hard-working?

As a small business, inject your brand culture into everything, from your logo, to your website, to the way you present yourself in meetings or at networking events.

At any touch-point with a potential or existing client, you should aim to have a consistent image you communicate. It is important to maintain your image and personality in both an online and offline setting.

An image is built over time. Therefore, it is about consistency in the way you push your brand’s meaning in your marketing message and communications.

Once you develop a positive brand image, the key values of your business will be reflected in the mind of the target client.

Your marketing communications and messaging transmits your key values.  This applies to both a physical and digital setting.

An example could be SME Needs reflecting trustworthiness through meetings that are personal and specific to understand your business needs to develop a tailored marketing plan.

Overview

Through a combination of performance and imagery, you enhance the meaning you have to potential or existing clients.

This then helps to secure a sale or a deal as the client understands how you meet their needs and also develop a strong sense of the values and personality your brand has communicated to them.

If you want to learn further how you can identify and improve your marketing performance and build a positive brand image, SME Needs is ready to support you and is only one click-away.