I spent the last six months of this year assisting an English company developing a branding campaign starting from very little, but with a good trademark logo. What helps a company establish a new name on a market often saturated with products, goods or services? How do we make a difference in order to secure vital sales after we launch a new product or service on the market? Is gathering business cards at international venues and making a few phone calls afterwards sufficient to establish new sales locally and/or internationally? Here are a few points I introduced and worked on while assisting the development of a trilingual website, as well as marketing brochures in German, French and English:
• Develop a unique selling proposition (USP) which will help differentiate you from the competition, e.g. Dominos Pizza’s famous “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free” USP is worth billion US$ to the company selling around 400 million pizza every single day worldwide! (http://bit.ly/ucZvYw )
• Where possible create your own product segment with unique features and services in order to eliminate unnecessary competition.
• Polish your reputation while working on the uniqueness of your brand.
• Be different, unique and differentiate yourself from the crowd.
• Develop a social media plan using both website and communication platforms to blog and vlog (Facebook, LinkedIn, YouTube, Stumble Upon and Word Press).
• Suggest an RRP structure to your entire distribution network! You’d be surprised how many new companies don’t!
• Show a serving attitude and develop an “after-sales, service-oriented philosophy” with state-of-the-art maintenance, workshop, repairs, spare parts availability update and renewals.
• Make selling to the end-customer one of your main concerns within your distribution network.
• Listen to what your customers say about your product or service, and take criticism very seriously; this will help you develop your brand and communicate solutions to problems you might not be aware of!
• Use your logo and social media links on all collateral and correspondence items (business cards, flyers, direct mailing, etc.)
• Deliver more than your product or service promises, and make your customers’ problems on all levels your own problems! This will carry your brand a long way!
• Remember the Godly admonition: “Give and it will be given to you: good measure, pressed down, shaken together, and running over will be put into your bosom. For with the same measure that you use, it will be measured back to you.” (Luke 6:38: KJV).
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