Improving how people feel about your company when they come into contact with it online or in print
We are at the point of contact. A potential customer has bumped into your business. We all know about the importance of first impressions, so how do you go about ensuring it’s positive? And then, when they bump into you again, how do you make sure they start to like you more and more?
First impressions in a nutshell
To make an impact, you need to be crystal clear on exactly who and what you are. It’s not enough to state, “we sell X in location Y”. We are faced with endless brand messages daily, so you need to be focused and think carefully about where you sit in the marketplace. And actually its not so much about “we”. Ultimately a brand is what its customers say it is. Knowing your audience should be at the heart of finding your company personality.
- Start by thinking about your customer groups (age, interests, motivations and concerns – how will they be better off if they buy from you?
- Write a clear statement that summarises your business and its offer with anything that makes you different or interesting (great for your homepage, social media profiles etc). Know what your competitors are doing.
- Think about the tone or personality of your business. Connecting on an emotional level and telling a story will engage your audience.
- Ensure you select brand colours, images, layout and style that reflects who you are, and always be consistent.
Top tips – where and how to deliver your messages
- Once you have found your message and your voice, deliver it clearly and consistently across all your branding and communications.
- Make sure you are answering your customers questions quickly and easily, otherwise they will go elsewhere. Think of what your customers want to hear, rather than what you want to say. Where possible speak in terms of customer benefits rather than features you offer.
- Consider different areas or pages of your website and different marketing campaigns for different types of customer so you can speak specifically to each.
- ‘Prove’ you are what you say you are with advice, opinion or relevant information on blogs or social media.
- If undertaking Pay-Per-Click advertising, ensure you deliver quality landing pages that are in line with your overall message.
- Link to directories, accreditations, awards, industry organisations, suppliers or review platforms that back up your brand.