Over time I have met brand owners, directors of national and foreign companies who are not clear about what they are selling, it is not a joke, they really do not know, nor can they easily verbalize what their product or service offers, unlike their competition, which few know in depth.
I have asked the director of the company and he answers A, I ask the deputy director and he answers B. I have rarely dared to ask marketing people, as the song says “I am very afraid of the answer of never.”
This is super serious because if they don’t know precisely who they are, they won’t know the purpose of their communication either. They will not know for sure what to say about them, their products, nor will they be persuasive.
Whether you are the owner, CEO, marketing director of the company, I invite you to think and be honest with yourself, what would you say to a potential client who ask, Why should I choose your product and not the competition, how does it improve my life? I really hope that the answer is not because, it is the best, it is faster, it costs less, we have more variety, we have more experience,…
If you can answer without problems, or think about it much because you are clear about it, congratulations, I also invite you to do the exercise with your managers, with your team, each one separately, you will be surprised with the answers.
Here are some ideas that may help you. so that, knowing who you are and what you want as a brand, you can take advantage of the 20 articles and 20 courses:
- Clarity is crucial. If you are not clear about what you offer as a brand to improve people’s lives, you will not know what to post, much less how to do it. Having this very, very clear is the first step to anything. Work on it, write it in three lines and then write why your product or service can offer it.
- The target must be known with certainty. What do you want to achieve as a brand? why are you going to advertise? Not always and everything is selling. Write the goal in large letters and post it on your wall.
- Let everyone know. Once the above is defined, gather your people, everyone and tell them. Make sure the team understands and believes it. This will make the one at the helm have the same information as the one that brings the navigation charts, as well as the one in charge of raising or lowering the sails. The course will be one and you will see land quickly.
Only then will you be able to have a persuasive brand, only then will you be visible and competitive in the market.
The example I illustrate here from 3M It is a sample of the result of understanding very well how the product benefits the client, how it makes their life better, and also, highlighting it in a creative, entertaining and different way.
Thanks for your time. Until next Wednesday.