Give your customers an interesting story

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Put the company's brand positioning first, not the product (or service) it produces

Building a brand is not just about introducing a product to your target audience at a certain price.

The overall perception is made up of many factors, not least of which is the overall impression you have made. Often, this is even more important than an attractive modern design or loud advertising appeals. Try to impress your customers, give them the opportunity to understand that it is your brand that can solve any of their direct mail marketing for personal injury email list problems.

Positioning of the company's products and services should not be left to chance either.

Demonstrate the uniqueness and quality of your product, for example, its affordability, natural ingredients, level of service, etc.

Perhaps you won't be able to express all of this right away - then try to first write down on a piece of paper the brands that you like. And then name those moments for them that are characteristic of your brand too. You will get a list of distinctive features that make the brand unique and attractive - these are the ones to focus on in your development.


The concept of "brand" does not represent a product in itself, for example, a watch or a motorcycle. It is also a set of emotions, feelings, events, thoughts that surround a particular item offered to the consumer. Tell beautiful stories about it - even if it is a horror story, but only so that everything ends well.

Behave naturally

Don't try to demonstrate qualities that you don't really have. It's conspicuous, puts you in a bad light, and makes you feel insecure. Show both your strengths and weaknesses openly - this is how you will arouse the audience's interest.

Demonstrate your expertise in one important point

Claiming that you are an expert in several areas at once does not sound convincing. It is unlikely that you will be trusted if you declare yourself a specialist in male and female beauty. It is quite another thing to say that you are an image maker for women over forty who have decided to radically change their appearance. This is a narrower specialization - you will certainly be remembered and will be looked at as a professional. Plus, you will outline the circle of your target clients.

Benefit from reviews

Nowadays, it is enough for one person to express their opinion about anything and thousands of other people already know about it. Moreover, potential buyers are more inclined to listen to third-party comments than to your words about yourself. Users actively study reviews left on the Internet and rely on them when making decisions.

Whatever the market segment, the so-called opinion economy has existed there for decades. Use it in positioning your company's brand. Create a special group, gather your clients in it, invite them to active discussions - let them broadcast the attractive and strong sides of your brand to others.

Draw a portrait of your ideal buyer

Study the target market in detail from the point of view of the demographic component. Detail the image of your buyer in detail. Where does this person live, how old is he, does he have a family, what does he watch on TV, what plans does he make, what does he dream about, what is he afraid of, what (or who) does he dislike in the life around him, etc., etc. This approach will allow you to form a clear picture of the interlocutor, and therefore, to address him with the ideal message, determine the marketing strategy and appropriate channels for attracting him to cooperation.