Building your brand requires a combination of creating a product that people are excited about, making it easy for them to use it, getting help in spreading the word, and creating a community around it.
If you do this, it’ll be easy to attract publicity for your company.
Here are the rules in greater detail.
Create Contagious Products
Since great brands start with great products, here are the key elements of contagious products.
Simply put, you can’t brand something if it doesn’t work.
Is it easy to notice? Is it obviously different from the competition? For instance, no one confuses the VW Beetle with other cars.
Outstanding service makes a product contagious. Customers will recommend your product to others – if your service is exemplary.
Lower Barriers to Adoption
The more familiar people are with what you offer, the more likely you’ll build a strong brand. Since the most common obstacle that businesses create is complexity, here are ways to reduce it.
Straighten the Learning Curve
A customer should get immediate gratification from using your product without going through the instruction manual.
Write a Good Manual
Although your product is obviously more valuable than the manual that comes with it, the manual is still an important marketing tool. The better it is, the more people will enjoy using your product.
This stimulates good word-of-mouth branding.
That said, an important part of any good manual is its index. Think of every possible thing your customer will want to do with your product, and make sure there’s an entry for it.
Lower the Cost of Converting
On the other hand, don’t make it hard for people to switch from your product to others. Although you’ll lock in current customers, you’ll also scare people away from trying your product in the first place.
Recruit Passionate Supporters
You should rejoice when customers want to share your message with others. Here’s how to find these people.
Go to your early and best customers, and ask for help. Tell them you need to spread the word. You’ll be amazed at the number of people who are willing.
Focus on the Important
Academic background and work experience aren’t crucial. What’s most important is that they believe in what you do and want to help.
Let them Blossom
Allow your supporters to work for you in any way they can. They may figure out ways to market your product that you would never have developed yourself.
Give them Tools
Make it easy for your supporters to help you by giving them plenty of promotional material.
For instance, if you create a courtesy card to include in your product, have an explanation about how to find out more, how to make a purchase, and a way to get even more free cards to pass out to people who are interested.
Build a Community
These are customers who are the most enthusiastic about your product and are willing to serve in a leadership position.
Integrate Them into Your Online Presence
Your website should have information about the community, including how to join it. Another way to integrate is to create a forum on your site.
Hold a Conference
Even with the existence of an online community, face-to-face meetings allow for more personal connection between members.
They’ll also be able to interact with you.
Advertising may expand your brand, but publicity establishes it to begin with. Here are the concepts of getting press coverage.
Before thinking about publicity, create something great. After you do this, get it to your customers by lowering the barriers to adoption. Your customers, in turn, will generate buzz.
This will then lead the press to write about it.
Don’t send a story about your product to every reporter in the news department. Find out which reporter covers your specific area.
After this, only send the story if it’s useful to their readers – not for your marketing.
Maintain Good Relations
Don’t just kiss up to journalists when things are going well, and you want coverage. And don’t ignore their phone calls and emails when things are bad, or you’re busy.
Stay in touch with the press at all times.
Be a Resource
Even if your story isn’t worth covering, or there’s no place to mention your company in the story, continue to help the journalist write a good article.
Don’t worry, your time will come.
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