Beyond “Make It Pretty”
Positioning, Pitching and Leading the client.
Your brand is not just what customers see, it is beyond that…it is about how well they feel connected to it functionally as well as emotionally. Let’s take a look beyond “Make it Pretty”!
Positioning
“What does my brand stand for?” is the question most often asked before starting any brand positioning activity. The answer to this question should go beyond the conventional reasons for manufacturing and launching the brand. Brand Positioning as the name suggests, is an art of creating a distinctive offering for a brand that creates a sense of uniqueness in the minds and hearts of consumers and thus enhance the purchase potential for them. In many cases, a brand may simply exist because of the unique features or benefits that it offers. But it also has to be laddered with an emotional attachment to counter the threat of competitors. The combination of emotional and unique feature benefit is the primary key for brand positioning. And this brand experience should be consistent for the consumers for your brand to survive in the market. Positioning statement is an internal exercise that drives all the important decisions in an organisation. This statement guides you from end-to-end that is from what you manufacture to how you market and sell it. It depends on market research and analysis, honest evaluation of how your business is doing and consumer insights. Basically, positioning is penetrating deep into the hearts of consumers functionally as well as emotionally.
Pitching
“What does your company offer?” A patent question by the customers to whosoever comes to them to pitch their brands. Whether it is a first-time client or an already existing one, the brand must be able to effectively explain their products or services in the shortest way possible. The crisper and to the point your description is, the more likely you are to crack a new customer. Because in this fast-moving world, people usually do not have the patience and time to listen to big stories. Hence you either get them to hear you quickly or you lose them.
Leading a Client
“How can I attract more clients?” It is the ultimate question for any business as it aims to attract more and more customers. It doesn’t matter if you are a start-up, an entrepreneur, or any website owner, your ultimate goal is to increase your sale by converting clients into customers and for that one needs a strong strategy. There is a good chance that your competitors are pitching the same customers, hence you need to ensure that your marketing or advertising collaterals to lead a client stand out in every possible way. That doesn’t mean loading the client with tons of information, but it should mention about the distinctive features and benefits that the consumer is looking for and is different from the rest.
All in all, focusing on the beauty of your product or services is important, but don’t make that a substitution to the marketing strategies. Because Making it pretty is not the only thing a consumer is looking for. It is looking beyond it at the benefits and features of your product or service.
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