Anyone that knows me knows I am obsessed with branding. I am not one of those individuals who believe branding initiatives are only for Fortune 500 Companies. When you work on your brand positioning in your industry, keep in mind variables that can be merged with your brand. Is the owner of your company marketable? Can he become part of your brand?
Many of my clients have expressed concern with some aspects of their businesses. They have certain variables that they cannot afford to change such as equipment upgrades or offering a more extensive product line. They view these factors as negatives and present them in this way to potential consumers.
I say, make these factors part of your brand!
If you have old-fashioned ways, call it retro and market yourself accordingly. If your location is out of the way, then address this in your collateral and work it into your message.
I worked with a health foods store that was smaller and not as “hip” as the larger chains in the area. The owner felt that his store did not carry as large of a selection as the other stores. I advised the owner to market the store as a “back in time General Store”. This helped to create new feel that people found more interesting. They wanted to visit the store BECAUSE of the downfall not in spite of it.
Embracing your faults in a public way makes them seem intentional. This will improve how consumers view your product and or service. It also improves the way your employees view the company.
Social networks are a great place to embrace your shortcomings. They help foster a “buzz” that can carry your brand to the next level. The next time you start to complain about your company, take a moment and make sure you are not overlooking a great opportunity to expand your brand!
June 2, 2009 at 9:13 pm |
Great stuff, keep it coming!