Brand messaging is important, but once you’ve unveiled your passion, defined your purpose, and instituted your preparation, now what?
When you look at a strong brand, you see a promise. – Jim Mullen
Don’t over promise or under promise, just keep your promise. Remember from our previous blog the importance of maintaining integrity and sincerity as important characteristics of your brand identity. It may be tempting to promote your business like many companies do by offering flashy features and emotional effects through marketing tactics. Keep in mind that all flash and no functionality is a destiny of failure.
Do your products and services offer real solutions to your customers?
We’ve all experienced SNS. No, that wasn’t a typo for SNL. Although I’m sure Saturday Night Live has probably done a skit or two about this instant gratification epidemic. What I’m referring to is what I like to call the shiny new syndrome. We flock to beautiful, wonderful new bright objects that compel us to purchase them right away. Often it only takes a few days or months before these same attractive items are put away, out of sight and out of mind because they no longer are important to our lives.
Don’t let your new business venture be subject to the shiny new syndrome. Build products and services that address real customer needs and enhance their lifestyles. More importantly, use the quality of your product and your commitment to stand by excellent customer service as a gateway to your customers becoming your ultimate salesforce. It’s true, there is power in word of mouth. Within our digital space, social media has supercharged the capabilities of word of mouth. So, remember from our previous blog article, use your integrity and sincerity to build great products and services that your customers will want to tweet, hashtag, snapchat, post about today, tomorrow, forever.
Do your products and services provide value-added benefits?
So, you’ve made an awesome product or established a wonderful service, now what? This is not the time to sit down and let your company build itself. Entrepreneurs are always creating and thinking, and therefore, always doing. If you’ve developed a great product or service, now think of ways to enhance or expand your product and/or service offerings. Don’t give your customers frivolous enhancements that sound good in marketing campaigns, but again have no real value. Give them added value that changes their lives, their world, for the better. Start with really getting to know your customer as well as you now know yourself and your business. What would they want or need? What excites them? What has transpired in their world that makes them vulnerable or inspired? Build what they need and they will surely come. Build what they don’t need and they will surely leave.
Do you have sustainable products and services?
This last thought builds upon the value-added concept. How do you keep your business, products, and services viable throughout the years? Change happens to us all, some good and some bad. The key to success is taking the good and the bad and making something even greater from both experiences. As you continue your journey of brand identity and financial prosperity, always remember that sustainability comes from embracing change in a thoughtful, positive, and actionable manner.
Now that we have a better understanding of how to put our brand messaging into action through the creation of products and services, let’s discuss further how to sustain our business.
The fourth blog article in this four-part series will take you through the journey of creating a sustainable business.