There are a lot of great businesses out there that offer exceptional products and services, yet many of these businesses don’t succeed. Why is that? In the modern economy, every business only gets a few seconds of a consumer’s attention, and they only get one chance to make a good impression. If a business can’t communicate a message of value—if it can’t explain why the consumer would benefit from its product—then the actual quality of the product is irrelevant.
More and more businesses are realizing how integral messaging and branding are to long term success and growth. A business must establish a value proposition and communicate it effectively, so that consumers are motivated to buy from them. You have to give people a reason why to choose you; otherwise, you’re relying on a coin flip. Here are five ways to communicate your business’s value to the consumer.
Define Your Brand
The first step is defining your brand. If you can’t even decide what your company is about and why it’s special, then you will be unable to communicate value to potential customers. Think about the quality of your company’s products and services, and decide what niche you want to serve in the marketplace.
This also includes defining your value proposition or brand promise. Imagine if a potential customer walked up to you and asked you point blank, “Why should I buy from you?” This is your value proposition. Are you the company that promises personalized and customized service 24 hours a day? Are you the company that offers the most technologically advanced products? Is your company the most trustworthy and reliable? What is your promise? Every customer-business transaction is built on a promise. Define what your promise is.
Be Distinct and Be Yourself
Most of the time consumers aren’t looking for copycats. They aren’t looking for the bargain brand that copies the logo and coloring of their big competitors. When a company hides behind another company’s image, it reveals a lack of confidence in itself and its place in the market. When a consumer sees that, they will equate a knockoff brand with a knockoff product.
You must show consumers that your company is unique. Be bold and innovative with your branding and messaging. Tell consumers that your company and your products are valuable by standing proudly behind your own name and image.
Build Value at Every Point of Contact
In this day and age, consumers interact with companies in several different ways: at the store, on the phone, on websites, and even through Twitter. Every interaction with consumers is an opportunity to build and communicate value. Customer-facing employees must have an especially strong understanding of your company’s brand and value proposition. Messaging and tone must be consistent throughout every medium of communication.
Communicating value can’t be done through a flip of a switch or through one advertisement. It must be consistently reproduced by every segment of your organization. Value of a product is transitory. Products become outdated and obsolete. The value of your company and its people is the type of long term value that consumers will keep coming back for, no matter how new the product is.
Be Honest About What You Offer
Never obfuscate exactly what your company offers. Be absolutely clear about your products and services, and communicate your confidence in their value. Consumers can tell when a computer lacks confidence in their products and services. This makes them question their decision to purchase from a company and instead seek out alternatives.
The other side of this strategy is to be honest with yourself about what you offer. If you do not provide the highest quality products on the market but that’s how you brand yourself, you have two options. You can be honest with your branding and locate your true value proposition, or you can improve your products. Never lose sight of your real value and communicate that honestly with the consumer.
Share Success Stories
Publicize your customers’ successes and empower your customers to share in those successes. With the advent of social media, this has become more important than ever. Testimonials are no longer the sole territory of late night infomercials. With Twitter, Facebook, and other websites, consumers have the power to communicate the value of your products and services. Encourage your customers to share their experiences and opinions with others.
Many companies are actively working to establish communities of customers. These customers can share feedback and opinions with the company and with each other. As customers interact in a community, they come to identify with the community and the brand. Your customers are the key to your success. Make them feel like an integral part of that success. Share company success stories with your customers, and they will celebrate it with you.
