How to make your brand the best choice

With the increasing influence of technology, opportunities to communicate with potential stakeholders are abundant. However, amongst a variety of competition, their attention is more difficult to captivate than ever. It is vital that your brand resonates with your clients and potential clients, because having the best offering is not enough, if you don’t have the reputation to back this up.

A limiting mindset – Don’t forget your purpose

Whilst it is vital that your marketing material portrays your company in the best possible way, it is worth remembering that there are many parties involved in making a business successful.

Strong relationships are built on finding common ground. Your stakeholders, whether this is clients, employees, or partners, should be able to clearly identify what attracts them to your organisation. To the cynic, it might seem like profitability is always the motivating factor, but most companies will not be able to offer an irrefusable financial deal. So much of why people choose you is related to your purpose and how they can relate to this.

Modern stakeholders want to receive a return on their investment. This might constitute buying your product for clients, or work hours for your employees; for this, they should feel gratified in some way. Essentially, they want to know that they have contributed to something bigger, something worthwhile. Ensure your business is purpose focused, both in its daily processes and in its marketing. Show them why their choice matters.

People want to know why your company exists, beyond the practical benefits of the service or product you offer and simply making money.

A missing element – Extrospection

The marketing material and all other external communication in which your business participates should not be introspective, it should be extrospective.

It is of course important to communicate why your organisation is the best at doing what it does, but you shouldn’t forget that your stakeholders are a huge piece of this. Nobody likes listening to someone that only talks about themselves, so why shouldn’t this apply to companies? Appreciate your clients for purchasing from you and appreciate your employees for working for you. Without them your organisation could not function.

An effective way to demonstrate that your business is stakeholder centric, is to position testimonials in key places within your content. Others’ words have far more credence than something your copywriters could have concocted, by showing legitimate, objective opinions. Although these testimonials will be referring to your company, displaying them shows that you value stakeholder feedback and are proud to have delighted them.

A different perspective – Infotainment

People’s attention is fickle, don’t give them an excuse to get distracted.

Ensuring the content your business produces is both concise and engaging is a fundamental part of building a brand that resonates. Don’t make your clients and potential clients wade through impenetrable paragraphs or clunky websites to discover the information they need. To achieve this, your organisation might consider asking the following three questions:

1.  What do you want to be known for? – Decide what you want your overall content to say about your business and stick to it. This means you have purposeful and consistent collateral that will make understanding your company easier. Set a specific set of guidelines to ensure you stick to this.

2.  What do you want them to know? – Once you know broadly how you you’re your reader/viewer to perceive your business, tailor each individual piece of content, so that it has the appropriate tone and persuasive techniques, with regard to the action you want them to take.

3.  What will make your information most consumable? – You can write the perfect copy, but if it looks dry and boring, nobody will read it. Utilise the skills of a design-savvy person to make your website, adverts and collateral attractive and professional.

Being the business that everyone wants to buy from or work with shouldn’t seem unobtainable. Consider everything from your stakeholders’ perspective, predominantly, what they want from you. Keep this in mind and your brand will resonate. It’s that simple.

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