Even if you have a unique product or service offering, it is essential to effectively reach out to your customers and potential investors. Building strong brands take concerted time and effort, there are simply no shortcuts.
Innovation distinguishes between a leader and a follower. Steve Jobs
The Power of Differentiation
Companies have to constantly question themselves why would customers pick them instead of their competitors? Understanding this will ensure long-term survival. Customers have to be constantly reminded of this differentiation through all contact points in the customer purchase journey.
All Customers Are Not Created Equally
Understanding your customers goes beyond demographics. Within the same country, peoples' behaviors and attitudes vary between different regions or cities. It is vital to know their lifestyle, attitudes and habits. Thus, it pays to know your customer very well.
The Importance of Your Brand Story
Having a strong brand story is the first step in creating a point of differentiation. People generally like to root for the small guy who's trying to make it in life. The more convincing your story, the more memorable it will be and the stronger the connection with your audience.
One Size Does Not Fit All
Just as identical twins have different personalities and preferences, we cannot use the same approach to both. We need to tailor-make our efforts to the most specific profitable target audience groups. In this way, we will be relevant in meeting their needs and gaining their loyalty.