Know-How Exchange : Branding

Firstly are you asking the right questions? It's incredibly easy to move clients in a direction they don't want to go, only to find your advertising falls flat. So let them choose, let them say what they like. Okay?

Ask your customers what they like about your company. A simple open-ended question like "what made you choose us?"

Collate the responses as above using your own definitions. If necessary do this several times to refine your ideas. These things are not easy to define, the evidence is there - all you have to do is uncover it. By the time you have been through the emails/letters you will have discovered a lot of things people like about you, and more importantly the general thrust of their comments.

By the time you have finished this you should be feeling as if you are sitting on cloud 9. And well you should! Your business is your work, something you have built and the relationships with your customers is the most powerful part of this.

The things you learn from this strategy is WHAT you should advertise. Because in offering things that your ever-best customers already like - there is a pretty good chance of getting more of their kind of people. With this method you know why people chose you, and using this you can present your company TO THEM and not to yourselves.

This is tailored to you from my response to Fine Blend Media group under this question. You will find the responses there useful too. https://www.marketingprofs.com/ea/qst_question.asp?qstid=41215

You create value by solving problems people didn't know they had.

Find a market in which there's a problem you can solve and solve well, THEN create your product.

Successful products deliver important value to customers. And customers' needs are what should drive product development.

So start by defining the need you satisfy. Then go from there.