Marketing messages and branding efforts for your products and services need to be in sync with your business.
If you promote the sizzle without serving the steak, no amount of marketing will overcome the negative perception your brand will engender in the minds of customers who’ve experienced a reality without any red meat. Be honest with your brand; find and promote what you do best and if your target market values this, promote it.
Walmart should never market itself as a retailer with exceptional customer service. This doesn’t mesh with their business model. But a message that promotes how they save shoppers money meets our expectations and works for those who want to save money more than they want exceptional service.
When you develop messaging, make sure your message actually resonates with what your customers experience. Advertising can help lead your brand perception where you want it to go, but ultimately your business must deliver what you promise for it to be effective. It needs to be in sync with reality.
Advertising without proper marketing research is a waste of money. Knowing the pulse of your customer’s needs and their perception of your brand is way more useful than crossing your fingers and hoping your hunch on what you do well and what your customers want pans out.
Match what you do well with what your customer’s want and the message you promote will not only resonate with your customers, but also build up the value of your brand and carve your business niche in your market.
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