By Candace Huntly & Trevor Shorte
Consumers discover brands in many different ways. Sometimes it’s what their parents used, it could be popular among their friend circle, or even reviewed positively by an influencer they trust. The reality is, at some point they are going to make a decision whether or not they like the brand and want to continue using it or not.
In many ways, brand loyalty is a natural behaviour in that consumers often couldn’t tell you why they are brand loyal. In some cases, it could even be that we are so conditioned by advertising to believe the product has the values that you espouse. The reality for brands is that you need to meet a need for your target audience. It isn’t purely transactional for this reason alone. People buy something because either they need it or they want it – but their motivations will be as individual as they are and you can’t target all of those reasons at the same time with your marketing. You need to ask your audience why they love your brand. If the majority of them have a similar answer, that’s the market you choose.
Here are 5 steps to follow to get consumers to choose your brand every time.
Step 1: Identify who your target market is
At some point when you were setting up your business (or in the early days) you likely developed buyer personas to help you market to the right target audience with your marketing. If you haven’t yet done this, it’s never too late!
Step 2: Let your audience know your brand exists
Use whatever tactics you can to connect with your audience on a personal level. Whether it’s social media or boots on the ground, face to face marketing. Figure out where your target audience hangs out and be there (digitally or otherwise). Get out there and let people know about your brand and what you have to offer.
Step 3: Create messaging that makes sense
Your Value Proposition and the words that you use can get them to move the needle. If you don’t know what words to use, then ask them. Ask lots of questions. Ask them how they feel. Ask them what motivates them. Ask them “what’s this worth to you?” Your overall goal is to connect on a more personal level and find ways to show your target audience that your values match theirs.
Step 4: Show them what your product does
Sometimes showing is better than telling. Here is where you gather all of your social proof. Give them something exclusive in exchange for their opinion. It doesn’t have to be monetary – it could be a VIP club or loyalty program (which also encourage a long-term relationship!).
Step 5: Get buy in
This is the point where you gloriously convert them into brand believers. If they don’t buy in, it could be for two reasons:
- Maybe you just don’t have a viable business. It’s time to go back to the drawing board.
- You need to find another target audience. Your product should meet the criteria your target audience is talking about. If there isn’t a product fit, then you need to find a better audience for your brand.
Once you figure out your market needs and you have a plan to reach them, you need to focus on building your brand as a habit for them so they always reach for you first. If you want to know how you can make it so that your target audience chooses your brand but you don’t know how, contact us at firstname.lastname@example.org!