If your approach to business is to do as others have done before (or are currently doing) it’s certain that you won’t attract a big army of loyal customers. Outstanding ventures are appreciated by the public because they do certain things differently from their rivals. Sometimes it’s about the higher quality of their products; in other instances, it’s their ability to capture people’s attention with messages that inspire or convince. Whatever the case, the enterprises and companies that entice and enchant don’t achieve popularity by doing things exactly as they’ve always been done. They either run with modestly revised versions of existing systems, products and services or go all out to upset industrial applecarts. Regardless of the route they take, the result they aim for is the same. They seek to carve a space within their industry that only they can lay claim to. They intend to stand out.
Here are three things you can do to get your business into the most prominent spot for the public’s consideration and patronage.
- Get your branding right
The sort of perception people, beyond the walls of your company, have of it is largely determined by the way it is portrayed by those who are connected to it (including you). Today, the need for businesses to properly communicate what they are about to their target audience is much greater than it has ever been. It won’t do to simply inform them that your company exists and sells the things it does. There are likely several others offering the same kinds of products and services you’re selling, so it’s crucial that you exploit every room for manoeuver that you find.
Branding helps create a comprehensive and recognizable identity for businesses. And it’s not just about logos and colours. Of course, the visual aspect of branding and its potentially powerful aesthetic appeal are important. But other key components of a total brand, such as a company’s mission, vision, and corporate culture should be taken into account as well. Make sure you have these things: a unique, recognizable company logo; website(s) and social media platforms having the company’s colours; catchy and audience-relevant taglines that reflect what your company is, does, and stands for; and a fixation upon ensuring great service delivery. You can hardly go wrong if you have these covered.
There’s more information about how to build your company’s brand in our article, How to Develop A Great Brand Identity.
- Institute exceptional customer service
Even if you think your company’s products are the best things since sliced bread, it won’t survive on the back of your beliefs alone. Your customers’ judgment is what determines whether your business is good enough to merit their loyalty. Given this, you should ensure that your whole business model has their satisfaction at its center. Do all that you reasonably can to make them feel valued.
Your messaging should continuously point to the fact that you’re working to meet their needs. Treat them as courteously as you can, and try to find out what they think of your dealings with them, so you know what aspects of your business require improvement. Strive to give them more than you promise- whether this means more service, free products, or thank-you gifts.
You can find more customer service tips in our article Improving Customer Retention.
- Take Corporate Social Responsibility Seriously
This isn’t something that’s done only by companies with billion-naira budgets. Apart from the fact that CSRs are what socially responsible companies do, they could also swing the public’s opinion in favour of the businesses that undertake them. Small enterprises will benefit via public goodwill and possibly greater patronage if they devote some time and effort to adding extra value to their host communities- even if this means clearing clogged drainages and placing waste receptacles along major streets.
The first thing you should really be careful for is that your product is up to scratch. A great product, attractively packaged and introduced with language that speaks to the customer’s immediate and ultimate aspirations, will get its producer a good deal of positive attention.