Loyalty Series: Gaining Positivity: +/- Attractions
By this time, the people would now be aware of what your brand is about. But take note that it’s now more than just awareness. Consumers would have made associations by this time and by how you’ve built your brand, the associations can go both ways –positive or negative. So how do you make sure that associations with your brand will always be in a good light?
If armed with a solid brand strategy, a positive brand association is sure to be yours. Remember, associations can be anything that are deeply rooted in the person’s mind about the brand. If your product (in this case, your business) depicts something that is marketable or desirable, and durable – consumers then must be able to see that your brand has what it takes to satisfy their needs.
Let Us Count the Ways
Here are some ways on how brand associations are formed:
- Product quality
- Publicity via word of mouth
- Product category
- Price points
- Engagement – clients’ contact with the business and employees
How does this happen? Take for example a new company that engages in aggressive advertising by bombarding the public with ads on TV. At first glance it would seem very effective, but since the commercials were so pervasive, people were more likely to harbor negative feelings towards the brand. Or how about a store that sells really great items but personnel were not that helpful when it came to handling one’s concerns or queries about a product?
Hard selling doesn’t work all the time. At most, it’s the benefits your product or service can provide to a person that works. As a telco provider for small and medium sized enterprise, we put more emphasis on how our products can work for your business. We listen to the needs of the client and provide a solution (sometimes even two or more) and even help guide them to see which one will really work for his or her business needs. Are deals closed? Most often it’s a resounding ‘yes.’ Not only does a deal get closed, we learned more about our client that day.
Whether your brand is brand new, or has been in the market for the longest time – take the necessary steps to foster those positive feelings. Always aim to deliver and do more to prove that your brand can truly satisfy their needs. Once consumers’ needs are met, a positive impression about your product or service can help your business have a leg up over the competition.
Always stay positive!