Know the role of marketing
The best way of thinking about the function of marketing is that it is the link between your business and your client. The more you understand your client and the more they understand you the better. It is all about building trust through relationships and delivering credibility.
Know the power of your brand
Your brand is not your logo; it is everything you do and everything you say. Everyone in your business is responsible for delivering your brand so to make this more effective, ensure you know what your brand stands for. Think of your brand in two ways: its personality attracts new clients whilst its character retains them. Now describe the personality and characteristics of your brand.
Forget USPs
I hear the term USP far too often. Forget it. To have real success you need to find ways to be distinct and stand out from the competition, which can be through technology, people and your brand.
Don’t Be A Copy Cat
Companies often become too obsessed with their competition and try to emulate their competitors’ products, website, systems and their advertising. But if you are going to be distinct, you can’t do this by copying others.
Make It Easy
Several years ago, the Harvard Business Review undertook a study and showed that delighting customers didn’t really build loyalty. Instead, reducing the customer effort – the work they must do to get their problem solved – did create loyalty. So take a step back and find ways of making things easier for your clients.
