If you’re a business owner, you want your customers to recommend your brand. However, for that to happen, customers must first like and trust your company. So, how can you make your company stand out to customers and create a positive impression?
Imagine you’re at the movies and overhear a couple arguing about which film to watch. They exchange opinions but here’s the interesting part: the person you gaze at for a longer time will dominate the discussion, regardless of the strength of their arguments.
The longer something captures your attention, the more significant it appears to be. Psychologists have coined this phenomenon as the Focusing Illusion. It works in the business world as well. The company that effectively grabs the customer’s attention usually emerges as the winner. Even if your offer is superior, customers may not perceive it that way.
The winning product or brand is the one that excels at capturing attention. In other words, it’s the one that quickly grabs the customer’s eye and holds their attention for an extended period. The question then becomes: how can you captivate the customer’s attention, maintain their interest, and ultimately earn their trust to the point where they willingly recommend your brand to their friends?
Create associations
Create a set of elements that will set you apart and be easily recognizable as your brand. The foundation lies in maintaining a consistent visual identity. Every successful brand should have its distinct colors, typography, and style of photos and graphics. However, it’s important to remember that differentiation shouldn’t be limited to visual aspects alone.
It’s worth exploring other unique features that can become associated with your brand. Here are a few examples:
- Sounds, melodies, or music backgrounds, such as a distinctive jingle for your podcast.
- Unconventional word phrases or a branded hashtag.
- Your employees wear the attire.
- The interior design of your spaces.
- A particular fragrance associated with your brand.
These distinguishing features can be significant and prominent, as well as small details that capture attention. For instance, when you visit Starbucks, the barista writes your name on the coffee cup. It is a simple and inexpensive yet distinctive element linked to the brand. Consider what unique elements you can introduce to represent your brand.
This article about the impact of colors on the customer’s psyche may be an interesting read. You will find inspirations and suggestions for color schemes that can be useful in creating a unique image for your brand.
Be present
Another essential psychological phenomenon to mention is the Mere Exposure Effect. The more frequently you encounter something, the more favorable your attitude towards it becomes. For instance, a song you’ve heard a hundred times will be more enjoyable to you than one you’ve just heard for the first time.
Therefore, it’s not just the duration of attention that matters; the frequency of exposure is also significant. Regular interactions with your brand contribute to a stronger affinity from customers. Various theories discuss the number of brand exposures necessary for a person to make a purchase, with most studies indicating it falls between 6 to 8 contacts.
This concept is related to the sales funnel, which outlines the stages a customer goes through before a purchase decision. Since building familiarity, recognition, and trust requires multiple touchpoints, it’s crucial to consistently communicate your offerings to customers. While this may seem obvious, it poses a significant challenge for small businesses.
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When you’re a small business owner, you are responsible for everything. In that situation, finding time for promotional tasks may take a backseat. However, publishing content once or running a single promotional campaign will yield weak results. To make a lasting impact, maintain a consistent presence over an extended period. Repeatedly showcasing the benefits of your brand will help forge associations in the audience’s mind.
Developing a well-defined communication plan greatly aids in maintaining consistency. Determine what, where, and when you will publish content, and adhere to that plan.
Don’t overdo it by standing out
When working on your brand and its unique characteristics, avoid going overboard. The Exposure Effect works because people feel a sense of security and prefer things they are familiar with. However, this can pose a challenge when trying to differentiate yourself.
The average consumer prefers what they already know, so attempts to stand out and do things differently can potentially unsettle them.
An example is website layout. Users have certain expectations and conventions in mind. They anticipate finding the menu, logo, and other elements in specific locations. They rely on buttons to navigate the page. Don’t break these universal patterns, as they can have the opposite effect of what you intended.
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Be consistent
Imagine if your favorite song had different lyrics or melodies with each play. Building a brand takes time, and you already know that customers need multiple interactions to develop a liking for, remember, and recommend your brand. If your brand presents itself differently with each interaction, it only prolongs this process. Creating a consistent and cohesive message is crucial.
Avoid constantly changing colors, fonts, photo styles, or language. This mistake often stems from a lack of a well-defined marketing framework.
How to gain more recommendations?
Exceed customer expectations
Customers come with certain expectations, and to earn their recommendation, it’s crucial to go beyond meeting those basic requirements. You need to provide that extra something. When customers recommend a brand, whether it’s a company, product, place, or movie, it’s because they received more than they expected.
Offer a small bonus
Surprise your customers by giving them something extra. It doesn’t have to be grand; often, a small tip or an additional suggestion is enough. Show your customers that you genuinely care about their satisfaction.
For example, if a client expects a website copy from you, include guidelines and instructions for their social media texts as a bonus. If you sold a package of 15 edited photos, add 2-3 extra photos that turned out exceptionally well. Think about what kind of bonus you can offer to give your customers a sense of exceeding their expectations.
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Be one day ahead
If you’ve agreed upon a specific deadline, deliver the results of your work a little earlier than promised. By planning, you can complete the job ahead of time. It won’t require any additional effort, and this accelerated delivery can create the impression of receiving a bonus.
Personalize the experience
Most people have fixed schemes, procedures, and established methods for their work. It helps them operate efficiently and save time. You likely follow a similar approach. However, customers don’t want to feel like they’re just another face in the crowd. Everyone desires to be unique. Even a microscopic adjustment can add a personal touch to a standardized service or product.
What can you do to bring personalization to your products or services at a low cost? Find ways to tailor the experience to each customer, making them feel valued and unique.
Prioritize effective communication
The willingness to recommend your brand is influenced by how clients perceive communication with your company. Two key factors play a significant role: response speed and friendliness.
Research indicates that clients are more likely to recommend a brand that promptly responds to inquiries rather than one that is efficient but responds slowly. It demonstrates that response time holds greater importance for people than the quality of the response. They prefer receiving a timely but incomplete response over a delayed perfect one.
Therefore, make it a priority to respond as quickly as possible when a client contacts you. If you require more time to provide a comprehensive reply, communicate that to the client via email. Sometimes, a brief message like, “Thank you for reaching out. I will address all your questions this afternoon” is sufficient. Let the client know that you are actively working on resolving their issue.
Establishing a “good flow” in communication between you and the client is equally important. Strive to minimize misunderstandings, reach agreements promptly, and engage in enjoyable conversations. While achieving this may pose a challenge, several elements can contribute to fostering understanding.
First and foremost, always remember that the client is a human being. Write and speak to them naturally. Avoid using robotic, abbreviated communication and industry-specific jargon. Additionally, maintain a positive attitude throughout your interactions. Aim to make your communication approachable. Friendly interactions with a brand are essential for numerous clients.
Surprise the client
Another effective approach is to create a unique and unforgettable experience. By unconventionally approaching your product or service, you can generate excitement and encourage clients to share their experiences. Take into consideration if any areas within your industry can be transformed innovatively. It doesn’t necessarily have to involve expensive technological innovations.
Think about the process of delivering your service or explore additional tools you can utilize. Doing something entirely different from your competition will leave a lasting impression and make you stand out.
Ask for a recommendation
If you sense that the client is satisfied with the collaboration, don’t hesitate to suggest that they recommend your brand. A study conducted by Texas Tech University revealed that while 83% of satisfied customers are willing to recommend a brand, only 29% of them do.
Customers are often willing to recommend a brand, but they may not do so unless you ask. While it may feel slightly awkward, you don’t need to make a direct request or put the client on the spot. Indicate that if they ever have the opportunity, it would mean a lot to you if they could recommend your brand.
It is a small suggestion, but it can often be enough. If you have performed your job well, it will come across as natural to your client, and they certainly won’t take offense.
Give something in return
Another effective strategy is to provide a reward in exchange for referrals. Companies like Uber offer free rides, while Airbnb provides credits for accommodations – all for simply inviting friends to create an account. For small businesses, offering discounts on future purchases, extending subscriptions, or providing additional usable work hours can work well.
You can also consider implementing a straightforward affiliate program where you share a portion of the profit from successful referrals. This mechanism is commonly utilized in the field of e-commerce.
Conclusion
Focus on a few vital factors, and the customers will start to like and recommend your brand. Initially, establish a memorable experience to distinguish your brand from competitors. Adopt unconventional approaches to your product or service to captivate customer attention and motivate them to share their favorable encounters.
Next, don’t hesitate to ask for recommendations. Even though many satisfied customers are willing to recommend a brand, they may not do so unless prompted. Simply indicating to your clients that you would appreciate their recommendation can go a long way.
Additionally, consider offering incentives or rewards in exchange for referrals. It could be in the form of discounts, extended subscriptions, or even a simple affiliate program. By providing something in return, you not only encourage customers to recommend your brand but also show your appreciation for their support.
Lastly, prioritize effective communication with your clients. Prompt responses and a friendly approach can significantly impact their perception of your brand. Strive to establish a good flow in communication minimizing misunderstandings and fostering positive interactions.
Remember, building a strong brand and earning customer recommendations takes time and consistency. Focus on creating associations and being present in the minds of your target audience. With dedication and a customer-centric approach, you can cultivate a loyal customer base that not only likes your brand but also enthusiastically recommends it to others.
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