30


JAN | 2018

BRANDING

9 consejos para elevar tu marca en un mercado sobresaturado

Craft beer, advanced manufacturing, energy, and cannabis-infused products, according to a 2018 US News report Colorado, have seen substantial growth, which is why as of January 2018, Colorado was ranked as having the best economy of any state.


As you would expect, Colorado’s high-performing economy also means there is major competition. Specifically, Colorado has 348 breweries, the highest number in the nation per capita. In a highly competitive market like this one, branding and relevant communication are critical tools for staying fresh or becoming an industry leader in an oversaturated market.


As a small business, we know the struggles of trying to reach new customers. Other than having the most fantastic product that has ever existed and once experienced, naturally sells itself, how to brand your company for a maximum effect requires intelligent, creative thought. Luckily, we’re here to help you set your brand apart in an oversaturated market.

BRANDING CRAFT BEER

“…[branding] for maximum impact requires intelligent, creative thought.” 


Here are 9 key points for you to consider:

1 Find Your Niche


Antes de tomar ese préstamo comercial y abrir una tienda, considere qué hace que valga la pena vender su producto. Después de reflexionar detenidamente, cree una Declaración de la Misión que describa qué diferencia a su empresa y sus objetivos. Desde el punto de vista comercial, ¿cómo afectará su producto a su industria y se mantendrá por sí solo? Socialmente, ¿cómo su negocio tendrá un impacto en su comunidad? Cada vez más, las empresas utilizan causas sociales para hacer que sus empresas se destaquen.

Are you a brewery that will concentrate on brewing sour beers only and gives 1% of sales back to a local homeless shelter? Or, maybe you have a new SaaS mobile application that fills a special need that users never knew they had. Whatever the case, your first and the most important step is to realize your niche.

2 Add Value

Value isn’t just about money. What emotional connection will your product or service have with your customers? What unique feature or selling-point does your product or service provide your customers? When customers interact with your product it should make them feel warm and fuzzy on the inside;  This will reinforce advocacy– and who doesn’t like a little free social publicity? Your product or service should also make them feel that they are getting it for the amount it cost them– both financially and emotionally;  This will play an essential role in your pricing and sales strategies.  Consider what your ideal customer thinks is a valuable experience to have with your brand.

3 Hack the Industry

Es más fácil decirlo que hacerlo, pero uno de sus primeros pasos para decidir cómo diferenciar su negocio debería ser analizar el mercado. ¿Qué problemas deben resolverse dentro de la industria y cómo puede su producto ser una solución? ¿Cómo puede aprovechar su experiencia para convertirse en un factor de influencia en su campo?

4 When In Doubt, Steal.


Ok, please don’t go out and rob your competitors, but do take note of what’s working (and what’s not). What are your top competitors doing right, and what are they doing wrong? What kind of marketing strategies are they using? Where do you (and other people) see them? Is there an untapped marketing channel that you know your audience uses? These answers will help you to define a marketing strategy further, which is particularly important as a new startup or small business when it is vital to try and focus initial marketing spend on channels that will prove worthy by driving revenue growth, which leads me to my next point…

5 Smarketing

Be smart about your marketing spend. We know the importance of tracking success metrics including Return-on-Investment (ROI) to ensure you are and will continue to spend wisely, especially for startups. Always start with research and testing. Tailor your success metrics in your analytics platform, which are not ready for users out-of-the-box on platforms like Google Analytics (Surprise!). Personalize messages whenever possible and try to start a conversation with prospects and clients. Know your audience, where they live (figuratively speaking of course), how they search for options, and how they prefer to communicate.

When in doubt, call an expert. The right agency will have a wealth of knowledge and experience to quickly expand your company’s bandwidth so that you can concentrate on running the business.

6 Branding

Aparte de su producto real, este es quizás el elemento más crítico para que su empresa se destaque. La excelente marca estratégica le brinda a su negocio una identidad brillante, distintiva, consistente y relevante, al mismo tiempo que lo diferencia de cualquier otra opción. No acortes el valor de tu marca.

 

7 Customer Service

Quizás la herramienta de marketing más natural y menos costosa es brindar un excelente servicio al cliente. Muchas compañías están haciendo esto hoy al ejecutar activamente un programa de redes sociales centrado en el cliente. Si bien la mentalidad de "El cliente siempre tiene la razón" puede ser bastante molesto de escuchar, a veces, brindar un excelente servicio al cliente puede elevar su marca en un mar de parecidos.

Customer Service goes further than just issuing refunds and replying to Yelp reviews; Your company’s ethos should shine through to customers and employees alike in every facet of your business. Did your mission statement include adding value to your customer’s (and employees) lives? Prove it. Speak up and your community will take notice.

8 Stay Relevant

Mantente al tanto de las tendencias, pero no te dejes llevar. Los clientes pueden ver a través de un atroz intento de sacar provecho de la última tendencia. Este punto se remonta a hacer su investigación. ¿Sus clientes son principalmente en Instagram? Entonces genial ¡Empieza a compartir! De lo contrario, concentre su tiempo y presupuesto en otros canales de comercialización que sabe que proporcionarán un mayor retorno de la inversión; Si no sabe cómo o por dónde empezar, pídale ayuda a un experto.

9 Be Agile

Be nimble, go with the flow, always be learning, try new things, don’t stagnate! Ready to amp up your marketing efforts? Give us a call today to take about your questions and goals for free or envíanos tu mensaje aquí

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