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R E A D O N L I N E
51
T
he other half is ensuring your
brand marketing is "liked" by
consumers enough to want to
learn more and/or to purchase. If your
service to them is superb—website
access and ease of use; delivery on
time and without damage; wonderful,
knowledgeable and expedient in-store
service—and if you offer fair pricing
and they like how you appear (your
attire and how the shop is set up)
and what you have to sell, you can
become the brand with which those
consumers will want to be affiliated.
We know that in this day and age
of social media influencers pushing
products, the next-best thing for
those lacking the big advertising
dollars is to rely on the opinions of
regular people. Before social media, if a
customer didn't like a company, he or
she used word-of-mouth to express his
or her displeasure. Nowadays, word-
of-mouth via social media can make
or break a company—even a company
that doesn't use social media.
e next step is to physically get
involved. You can do this yourself,
but it takes a lot of work and multiple
side skills, including the ability to
come up with a succinct message and
adeptness on various social media
platforms. If you aren't an expert in
one area or another, don't do it; find
someone who is to help you. Another
option is hiring a company that
specializes in brand marketing to do
the work for you—but be forewarned:
ey often charge high fees.
Whatever you decide to do, brand
marketing requires knowing the
answers to the questions on Page 47.
Finding those answers and
then working to ensure that
everything will come to pass
will make your business better
and more profitable.
WHAT
HAPPENS
NEXT?
You can do this yourself, but it takes
a lot of work and multiple side skills,
including the ability to come up with
a succinct message and adeptness on
various social media platforms.
