The Digital Brand Paradigm
I abide by a certain business theory, which states, “it is less expensive to gain repeat business than it is to attract new business.” I use this concept as the model for most of my marketing endeavors. Marketing to a new customer can often feel as effective as dropping flyers from a helicopter and hoping someone picks one up. Demos, metrics and focus groups help filter the message, and suggest which broadcast mediums will be the most beneficial. But, at best, it’s all just an educated gamble.
Engaging a new customer to the point of convincing them to pick up the phone, drive to the store, or open their wallet, is troubling challenge. The main problem is overcoming the new customer’s HDTBM mentality (How Does This Benefit Me). On the other hand, a customer who has personal experience with your business is easier to persuade. Even if the experience is negative, you, as the marketer, can concentrate on selling, not explaining.
In today’s world, one filled with instant-access and social channels, this theory must be considered. People don’t engage with your businesses’ social media if they don’t know who you are or what you sell. Customers Like, Follow or Share your business page because they know you, and ideally speaking, already like you. To excel through these mediums, however, it is essential to routinely build your brand. Your brand should be your identity. Your voice. It shouldn’t be your platform for selling, but your pulpit for reinforcing why people should buy from you.
Building a brand is not something you set up on a conference call. It can’t simply be implemented into your logo or tagline. Building a brand requires daily reinforcement and customer engagement. It entails designing a unified personality across all your business channels. From social media, to print ads, and even in-store interactions. One voice. One identity. With so many responsibilities and demands in business, it is often difficult to assemble all the key people and agree upon one voice. But failure to do so is detrimental to long-term success.
Whether a customer calls, walks in to your business, visits your webpage, or likes a post, they should be greeted with the same