Written by Claire Frost
HI THERE! I’m Claire, and in case you haven't met me, I do marketing communications here at SILVERLANE. I’m a big fan of storytelling. It’s such an important and yet overlooked element in business marketing. When it comes to the storytelling of your brand, I like to get into the nitty gritty of it.
The general public is almost always consuming media and marketing. When your business puts out any marketing, you're competing with everything else your customers are consuming. If you're not connecting with your target market, then you're wasting your marketing budget and harming your brand by becoming white noise and even worse, annoying.
Your customers want to connect with your brand. They're primed and ready to buy what you're selling. You need to communicate with your customer base through targeting, a strong story and a clear brand personality.
Here’s a little taster of how to get started:
Let’s take it way back to marketing basics. Have you heard of a positioning statement? Have you done one? Now’s the time to dig it out.
For the [target market] who need [service/product].
[Your brand] is the business that [Point of difference].
This basic statement lays the foundation for where your story begins. The key to business success involves having a great story, at the right time and in the right place. And that means breaking down the information even more.
Your target market is the group of people that will benefit from your product/service the most.
Here is where the good ole’ buyer persona comes in helpful. The buyer persona is a representation of your ideal customer. Create a fictional character based on what you know about your customers. The more specific, the better. You’ll find that you’ll keep coming back to this information when deciding on anything to do with marketing.
SILVERLANE tip: segment your target market into three categories. Focus on their unique reasons for arriving at your brand.
You need to have a complete understanding of your product/service and where it stands in the industry. This involves understanding your competitors and where you sit in the 4Ps (Place, Product, Promotion, Price) and brand positioning.
Identify exactly what problem your product/service solves, and how you do it better than anyone else. This information helps customers make purchase decisions. It should tell us exactly why someone would choose your business over the other guy.
SILVERLANE Tip: Differentiating your brand can be tricky if you’re in a saturated market. If you don’t know what makes you different, get down to ground level. Why did you start the business? What is unique about the people in your team? The combination of efforts to make your business a reality is actually pretty magically.
It may seem basic, but it’s the fundamentals that add fuel to the fire. Get your basics down, and the bigger stuff will thrive.
More often than not, that involves getting down and dirty in the fundamentals. Get started today.