Look to Customer Feedback for Brand Messaging

Published May 13, 2014 at 7:54 am

In a sea of competitors it can be hard to make your brand stand out. For this reason, it’s important to know who else is out there, so you can know what to do to give your marketing efforts an edge that will help your brand get noticed.

A recent Adage article raises a good point, that “what you do” as a company isn’t necessarily “who you are” as a brand. Although this point is of particular interest to B2B companies, it could also apply to brands in any industry. As the article notes, B2B marketers often talk about value in terms of functionality and business outcome, and this can make it hard to stand out because many companies are using the same type of language to describe themselves.

So what can marketers to do differentiate a brand from competitors?

Among Adage’s suggestions, asking customers is at the top of the list. Find out from customers directly why they choose to do business with you, and integrate this information to create more effective brand messaging.

One of the other steps that may help you figure out how your brand stands apart is considering your corporate philosophy and what kind of company yours is. After determining these important factors, you can work on sharpening your brand persona, which is an important element that will help your brand connect with customers.

As we’ve discussed previously, knowing your brand purpose or mission is another trait that can heighten consumer interest and investment. By going the extra mile to see what customers think of your company, and putting careful thought into what the brand stands for, marketers can create campaigns to make their companies stand out from the competition by showing what makes them unique and meaningful.