In this highly competitive world, pricing on a slightly higher side can often throw your customers off and drive them towards your competition. This can be a sticky situation for even the best of marketers. But what really, is the solution to this?
Simple. The solution is to compete over value, and not price. Before you can do that though, it is important to show your customers how valuable your product or service is to them. When you sell on value, price no longer remains the issue. The tough part is, to get your patrons to see your value, and this is where most marketers fail. So how do you tell people how amazing your product/service is, and how do you get them to see the value? Here’s how.
Stop Chasing Customers
What’s the difference between Apple and Nokia? While Nokia advertised heavily, and sold their phones in all price segments, Apple continued to maintain its niche image and never went pandering. It didn’t do a lot of promotions and advertisements, it never chased anyone, allowing their products to speak for themselves. Instead of having huge marketing budgets, you could invest more in making your product so great, that people would want to buy from you, no matter how your competitors price or position their products.
Learn What Drives Value
Value can come from both tangible and intangible factors. Tangible factors include the financial or other measurable benefits that your customer gets from using your product or service, and the intangible factors include brand equity, and brand image. Let your customers understand that the lowest price may not always signify the highest value and that there are some things that are even more important than price. Making a compelling promise, that is driven by benefits not by price, is the key to letting people know what to expect from your product/ service.
Consistency is King
You want to know what is the mantra for success? If you look at all successful brands, you will see one thing common to all of them – consistency. These brands consistently provide high quality, high value products and services to their customers. Do not regard your customers as one dimensional money savers. Most people are ready to pay highly for products and services that provide them good value. If you have made any promises, make sure that you deliver on them every time – if you don’t, do everything in your power to fix the situation.
Learn Your Target Audience Inside Out
If you want to compete successfully on value, learn everything you can about your target audiences. Ask pointed questions such as – who will use your product or service and how will they use it, will your product or service replace some other, how do your prospective customers make their decisions, are there any pain points that need to be addressed and does your product or service address them? Besides getting this information, you should also get as much information as you can about your competition. This would help you keep one step ahead of them.
Ultimately, how you position your product or service, is very important and if you have a good brand image to back your products and services, it would be even more beneficial to you.
What is Corporate Identity?
Corporate identity is defined as the overall image of a corporation or a business in the minds of its customers, employees and investors. It usually refers to the collection of visual elements used to promote the image of a corporation across diverse platforms. This represents the combination of color schemes, designs, words etc employed for projection of corporate identity.
What is Corporate Identity Design?
Designing the visual elements that are to be used to make a visual statement about the company and to communicate its business philosophy and the product of this process is the corporate identity design. The corporate identity differs from corporate image. Corporate image is changeable mental impression about the company in people’s minds. It can be positive, negative or neutral. But corporate identity is permanent and doesn’t vary with the financial performance of the company. It is neither positive nor negative. But based on the intensity of the efforts taken it can be wither strong or weak. It simply implies the visual image of the corporation in the minds of public.
Elements of Corporate Identity
Corporate identity is nothing but the sensory-experience conveyed by the collective impact of several identity elements including but not limited to name of the company, its logo and slogan, the stationery, uniforms, buildings, décor, website and social media design etc. Among these, logo and the slogan are the first and foremost important elements of corporate identity.
Your logo is literally omnipresent. It is everywhere from business card to advertisements to corporate gifts. Designing an interesting and an exclusive logo is very important for business success. The finer details of the logo like the color and font should be carefully chosen to maximize the logo’s efficiency which is primarily oriented at your customers.
Your slogan should be short and catchy and easy to remember. You should be aware of the fact that your slogan directly influences your products sales at the market. This phrase should be a thought provoking one representing your value.
Business card is also an important element of brand identity. It can be considered the mini corporate presentation. Personal, business or corporate, whatever may be the type of the business card, all contribute towards corporate identity and hence designing a business card must be given its due importance. Though the size and shape are pretty much similar you can have a variation with the orientation to get that uniqueness and freshness.
Letterhead, a part of corporate stationery has its own share of contribution towards corporate identity. Usually letterheads help you get noticed easily. Mainly used for conventional communication purposes your letterhead helps you stand out in a crowd and your business associate can easily grab your proposal letter easily from the pile of papers occupying his table!
Designing unique corporate identity
Your corporate identity should be unique. If it is not it doesn’t serve its purpose. Utmost care should be taken to design unique corporate identity. Not only the font size and the colors are significant. Even the typefaces are important. Leaving out nothing, include every element in the identity design process to get that overall uniqueness. The letter heads, invoices, statements, proposal and quote templates, email templates, memos, mailing labels, FAX covers and envelopes – Everything is important for a cohesive corporate identity and all need to be designed in integration with each other to design a unique identity of your own.
Never Get Inspired!
Yes. When it comes to corporate identity design you should never get inspired of other existing designs and practices, because inspirations may lead to imitations. Your identity design, even if to a minor extent appears like a copy to the already existing one, it is a complete disaster! The very fundamental necessity of the corporate identity design is gone there and in effect you do not have an identity of your own for your business. So do not ever get ideas from the existing corporate identity designs.
Think of your own. Design from your own preferences and choices. Develop from your own business philosophy and values. Apply your thought process. Needless to say, choose a distinguished agency for your corporate identity design.
Give it all you have got
Corporate identity design is a one time process. It is almost an irrevocable one. Once the damage done say for example with a bad slogan, it is not easy to recover from that. Put your best and give everything you have got to come up with a unique corporate identity design that is truly exclusive and effectively communicates your business philosophy and successfully connects with your customers, employees and investors.
In the age of supremacy of media in spreading the desired words about the services of your company, a press release is an unputdownable asset. However, writing just a press release is not enough to attract attention. Here is a fact about daily receipt of press releases.
Therefore, it is clear that the press release must have some qualities if it needs to be enticing. If you don’t write a good enough press release, the chances are, it will be lost in the sea of press releases thousands of companies write every day. Here are some tips to get attention.
Think whether your press release really has some newsworthy content.
A good press release always offers some news about something new. If your press release seems to be quite out-of-the box, people will generally like to read it. You must ask some questions to yourself before writing and publishing a press release. These are:
- Am I offering something “new”?
- Are anything unusual or unexpected in my press release?
- Will it get attention of those who are not in my business?
- Is anyone actually going to care about it?
The last one is perhaps the most important: you naturally are excited about your story but will anyone else who reads the story would be interested? If it is a “no”, do not write that press release.
The most important thing: A killer headline
Since, you want to get the attention of journalists, it is important to write brief yet eye-catching headline that tells about your story. The journalists have to scan-through many stories in their inbox and if they don’t find your story to be interesting or worthy to look at, they’ll skip it.
For example, if you are starting a new business (say, web design), you must write something like “Productive website designs that offer great ROI.” The headline is also important because it shows how creative and marketing-oriented you are.
The first line of the story is also important
Now, you should realize that your story is as good as your first line is. It must grab the attention of the journalists. If it is not good enough, they will not read the rest of it.
The first line must convey the five Ws: who, what, where, why and when. Moreover, you must also be creative enough to present your story.
Just think about how a TV presenter or a radio-jockey will introduce your story to get a good idea about writing the first line of your story.
Don’t write too much
If your story is unnecessarily too long, it will distract the readers and they will jump to another story. Being concise in presenting the story is a great idea. But, do include all important points that are unique in your offering. Stay organized and take up the most important points of your story. Do not try to over-impress; write a simple and engaging story.
Use important quotes
Journalists prefer press-releases that convey a good message. That is why inserting a good quote of a key person is helpful. If your CEO says about the key business aspects and how much turnover the company has obtained, it can be a good quote to include in your press-release.
However, do mind the fact that the quote must be insightful and opinion-oriented; and it must be a real one.
This info-graphic from ryantattoo.tk summarizes everything that has generally to be taken care of, in brief.
It is not unusual to hear about people wanting to boost their web presence. Though we live in an era of technology, where almost everything we do today is fueled by the internet, there are still a large number of businesses that have not learned to correctly harness the power of this virtual technology. The good news, however, is that at least they are willing to make amends and are beginning to see that creating and managing their web presence is absolutely crucial in these times.
It is a fact that your web presence is a crucial part of your digital marketing strategy. In our experience, we have found that most businesses are happy creating a mediocre looking website, and then leaving it to die a slow death in the virtual vastness. What they do not realize is that just creating a website does not guarantee a meaningful web presence. This website has to be nurtured, and people have to be drawn to it with great tact and mindfulness.
An active social media page, for instance, is one of the greatest weapons in your web presence management arsenal. Use it wisely, and you will not have to worry about your web presence anymore. It is a double edged sword though – falter, and you will be relegated to the hall of shame, where a lot of other corporates have often found themselves. Below, we put together our two cents on how you can effectively manage and improve your web presence by getting more out of your website.
- Be Useful: Gone are the times when people had the patience to read endless banter about your business, its products or services and their value. Today’s internet surfer wants quick information which is easy to read and assimilate. Feed them garbage, and they will surely never look back at you. So make sure that your website is clean, simple, and offers useful and meaningful content. Strike the fine balance between too much information and too little of it.
- Boost Your Appeal: These three words seem simple, but they offer the most profound truth of the internet – marketing matters. Make a pretty packaging for your customers, meaning, your website should be great to look at. Clearly state your value proposition. Give important information such as your location, timings, communication details, maps and details of products or services. If you have a customer service number, highlight it for all to see and use.
- Make Sure People are Reaching You: Downtime on your website is something you should never tolerate. The first time a visitor sees an unresponsive or unreachable website, they will give you a second chance. But two chances are all you get, so make sure your links are working, and your website is neither slow, not unresponsive. Nothing, we repeat nothing, hurts your website more than endless loading time or loading errors.
- Respond to Social Media Comments: If you have a social media account, and you are regularly posting, would it kill you to respond to comments and queries once in a while? Social media is an excellent way to engage potential clients, so do not let his opportunity go to waste.
- Keep your Business Information Updated: Make sure you have all the important business information updated on your social profiles. If you have registered a major change, keep people informed about it at all times. The aim is to share accurate information with your target audiences.
- Email Marketing Rules: Yes, it does, and we stand by it. When you want to remind people about your brand, nothing works better than a short and sweet mail directing them to some of the cool content that you have on your website. Trust us, you will see people warm up to you once more – even those who had forgotten you.
Your company’s logo is an integral part of your company’s identity. If you look at some of the most successful brands globally, their logos have emerged as a force to be reckoned with. At SixPL, we understand the importance of an appropriate and impactful for your business. Therefore, we have put together a team of experts who adopt a meticulous approach to deliver the best logos at affordable prices.
The first part of the process is research into your business and company ethos, based on which various concepts are formulated. After some thorough brainstorming, these concepts take a concrete shape in form of logo designs. The designs are then put up to the client for a review and any feedback or suggestion for alteration is discussed at length, after which necessary revisions are made and the final logo emerges. Our team of professionals keeps you informed at every stage of the design process and work to ensure the end product is sync with your vision. Whether you are looking for contemporary and abstract logos or something more simple and traditional, our experts are equipped to meet to your requirements.