Success leaves clues! This is a common phrase within the personal development niche aimed at encouraging those who wish to achieve magnificent success in their lives. The simple meaning of the phrase is that if you do what the successful people have done, then you are likely to get the kind of results the successful people achieved. By following strategies that have been proven to work, there is no way you can expect to get anything less than successful results.
The same concept can also be applied to marketing in business. If you are a small business, it is possible for you to adopt the branding and marketing strategies used by the Giants for the success of your business. The good news is that the marketing strategies working for the big brands are like an open book.
You can simply observe what they are doing and add your tweaks to suit the needs of your business, and you will be guaranteed of nearly similar results. However, this is not to insinuate that you become a copy cat and try to ape to the tee what the big brands are doing. You don’t have the resource and the kind of market penetration such brands are enjoying.
Here are some of the top lessons from the big brands that every small business can learn and apply for their success-:
Use emotions in building brand identity
Memory is essential to marketing, and a close observation will reveal to you that the successful big brands are leveraging this to build their brands. A good brand should make use of emotions, not just for reason, but also to create a connection with the target audience for a memorable identity.
Your branding will become very successful when you manage to spark positive emotional resonance with the customers and the target audience. The more customers are likely to remember your company or logo, the more they are likely to buy from you. This won’t just give you an increase in sales, but also enhance the effectiveness of your branding.
Proper understanding of who you are
A Proper understanding of who you are is another critical lesson from the big brands that small businesses can learn from. Unless you understand who you are and what you stand for, it will be very difficult for you to establish a good brand. Your branding efforts should be geared towards addressing the question of “What is our main reason for being in this market?” The answer to this question should be the basis of the business’s branding and marketing as well as its corporate culture and the way it interacts with the consumers.
Additionally, the company’s mission must define what the company wants to be, and then look for all the possible ways to clearly, efficiently and consistently pass this message to the consumers. This is how big brands like Apple, IBM, Google, and Coca-cola amongst others managed to establish the kind of fanatic followings they enjoy at the present.
Always be consistent
Consistency is another important lesson from the big brands that small business can learn and apply to their marketing and branding strategies. Consistency in marketing is achieved through visual brand identity. This is where you will need to use the services of professional logo designers to come up with the right logos that will project a positive image of the business to the potential clients. The same consistency should also be ensured across all the marketing materials for the company.
It might take some time to create such a consistency, but the payoff will be extremely rewarding if you manage to create an identity that meets the needs of your company. For instance, Apple used the lowercase letter I for their new digital products and it is consistent in all the products manufactured by the technology giant. Such a consistent application has been very instrumental in their overall success as a company.
Set your part aside with real differences
For most small business, setting yourself apart means undercutting the competition. This is an awful approach because it will work in the short but won’t be sustainable. Do it like the big guys have been doing it by setting yourself apart using real differences. Apple, for example, has set itself apart from the competition through innovation, superior customer care and by using branding and marketing strategies that stroke the right codes with the consumers. This is another crucial lesson from big brands to all small businesses.
Become a leader and not a follower
The other lesson from the big brands for the small business is to become leaders in the market and not just followers. All of the top brands in the universe are leaders in their respective industries. You don’t achieve this by following what the others are doing. You have to be in the forefront, work with the basics but introduce completely new things that no one else is offering.
Every small business that adopts these marketing strategies from the big brands is guaranteed to see a positive change in their marketing efforts and overall success of the business.