In any industry, every potential customer goes through a decision process. In most cases, it goes a little something like this:
Whether or not you get a chance at the new customer’s business is determined by the strength of your brand and how it compares to the brand of others that are in consideration.
Because of this, it’s extremely valuable to look at your brand through your customers’ eyes and examine how it compares to others in the competitive marketplace.
Any potential customer will begin the buying process by trying to find a company that will help him/her fulfill his/her need – in our case, finding a smokin’ hot torch.
In most situations what the person sees in the marketplace when they begin their search is pretty common – lots and lots of business that promise pretty much the same thing: great customer service, quality product, best technology, etc, etc.
As you know, this can be an overwhelming and confusing place to start from. Sometimes there are just too many options!
So which businesses make it into the decision making process? Those that are able to stand out and get the customer’s attention. That contrast - my friends - starts with your brand and more specifically your brand promise!
Looking at your brand through your customers’ eyes is an important exercise for any marketer. If you find that your brand position in the marketplace is too similar to others out there, it may be time to update your messaging.