That’s right, they accelerate their brand by making it present, showing up and being part of their community. You too, can accelerate the effect your brand has on the community.
How? Be PRESENT and COMMUNICATE, not just sell, sell, sell. In turn your community of interest will reward you with some attention and in time, this attention will ultimately turn to loyalty.
Cementing your identity
Awareness of my brand isn’t enough if they are not buying from me, I hear you say. That’s right, it’s not! Showing up with your brand, is simply not enough. You have to first create a compelling need and a competitive position in fulfilling that need. Without identifying with a customer’s need, either stated or unstated, much marketing material is a waste of money. And without cementing your brand’s identity with that need, more marketing dollars are wasted. Yes, you may make a once-off sale, but real business growth is based on repeat sales, without repeat promotion.
You need to make your marketing leave a long lasting impression – one that helps your community to think of your brand first, every time their need arises. Consider for a moment the two juggernauts of carbonated soft drinks: Coca Cola and Pepsi. Both are global icons, both spend millions of dollars on marketing, every day of the year. Yet which name is associated with cola? Can you hum a Pepsi tune? How about a Coke tune?
By creating a brand that walks, talks and wears (yes you brand wears your marketing efforts, good or bad, remember that…) your brand will be rewarded with a loyal following and sales that long outlast any gimmick, promotion or marketing fad.
Learn the many ways to be present to your marketplace.