Secret to Successful Marketing
There is only one sure fire way to successful marketing – answer an unmet need. If you fill your customer’s pain point, your product / service will be sought after. Not too long ago, I was at a branding workshop. And branding as a concept is often targeted to B-C businesses. There are a lot of consumer brands, after all. But this fundamental of marketing crosses B-B and B-C brands. In fact, it even apply to personal brands.
Let me give you a very simple example:
- Google’s as a product is about better internet
- Google’s as a company is about innovation
- Google co-founder Sergey is about enlightenment and knowledge
- This underscores that the basic of branding applies across all types of brands. Often B-B people get lost in a branding workshop because they may have a hard time defining their services and product in a consumer way.
- So, let me make a hypothetical example (and I don’t know anything about warehousing):
- Product: XYZ company offers a warehouse management that is best for small business owners who wants efficiency in operation based on its national scale of operation, and ultimately offers an peace of mind.
- Company: XYZ company offers operational expertise that is best for small business owners who wants to grow their business ration based on its 50 years of experience and national network, and ultimately offers confidence.
- Salesperson: XYZ sales rep offers warehousing support that is best for small business owners who have busy schedules based on her 24/7 availability, and ultimately offers peace of mind.
As you can see, no matter what it is you’re selling, if you address a need, you can build a brand. Underscoring this is that know that the overall brand experience is built upon layers of brand touchpoints. It’s clear to define all of them.
Photo credit: Nathan Winter