Does Your Business Have the Personality of a Carrot?Wednesday, September 16th, 2009
Message from Michelle
September already–I can hardly believe it. My schedule is already filled with networking events, birthday parties, and fall festivals. On top of that, there’s completing client work and implementing my own marketing plan.
It’s easy to get busy. It’s too easy to get caught up in the doing. This issue of Sumèr’s Secrets is about slowing down–taking a break from the doing–and taking the time to look long and hard at your company’s brand message.
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Does Your Business Have the Personality of a Carrot?
You might not think so, but do your prospective customers? If you want to achieve online business success and attract more clients, you must step outside of your usual realm of thinking and view your company from an outsider’s perspective. From the perspective of your target market.
Too many times businesses either neglect their brand message or don’t project it accurately. When this happens, a brand image is easily misconstrued and it can have a devastating effect on your business.
Don’t let your prospects think your company is comparable to a carrot–orange is out of style.
Here are some tips for making sure an accurate brand image is shining through in all that you do:
Step 1: Take inventory. Review your company vision and mission, what types of products / services you offer, what sets you apart from your competition, where your products / services are sold, and all the details about your target market.
Once you’ve done this, it’s time to take a hard look at how you are projecting your business message. Take out a piece of paper, and answer the following questions as honestly as you can.
- Is your message accurate and consistent on your website, your blog, and social media sites?
- Are your vision and mission expressed in your messaging?
- Are you speaking to your target audience or at them?
- Would you purchase a product / service from your company based on what you see from your marketing materials?
You may be surprised to find that your message is boring–extremely boring. Or you simply aren’t conveying an accurate message.
Step 2: Don’t feel down about Step 1–your findings do not mean your company is boring or unorganized or incompetent. It simply means your marketing message is not clear and accurate. Every business should regularly analyze how they’re projecting their brand personality and message.
Step 3: Ask friends, family, and colleagues if they would purchase from you based on your current marketing message. Make sure to ask people who will give you an unbiased opinion. If anyone says that he or she would not purchase from you, ask why. Perhaps your web copy does not project the correct business image, and you lose prospective customers who visit your site. Maybe your website design is jumbled and difficult for viewers to navigate through. Perhaps your website lacks a strong call to action or is simply boring.
Step 4: Now that you know where your website and other marketing materials need improvement, it’s time to revamp them and inject some brand personality. Whether you need web design work, a professional web copywriter, a blog marketing expert, or a social media guru, it’s important to find the right one who can provide you with the results you desire. Don’t hire just anyone. Do your research.
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