Differentiating yourself from the competition

Image, credibility and trust are everything

Small/medium sized companies often suffer from poor image, low customer credibility and trust, lack of customer awareness, poor product/services attributes, low level of product and service differentiation, etc.

This often arises from their size, low budgets, lack of specific know-how and expertise. In other cases this also arises from poor quality of products and services.

Planning and more planning

Companies often need time to plan carefully their marketing and branding strategies. They also need time, budgets and manpower to develop the right image, that reflects both their business needs and goals. 

They also need to meet ongoing customers/buyers preferences, raising their credibility and trust along the way. 

When companies develop a solid marketing and branding planning and strategies, they also realize that all goes back to the same issue: image consistency issues.

Image consistency creates trust and reliability

Many companies miss out on image consistency issues. They also miss out on creativity issues in terms of marketing campaigns, product packaging, logo image, housestyle materials, publicity campaigns, etc. 

Companies that miss out on image consistency issues, often are not sure about the image they project and how customers perceive them.
They often don't explore correctly and maximize the potential of their image. By doing so, they don't deliver the desired trust and credibility.

Image planning and implementation: New Corporate Image

Big corporations often dedicate part of their yearly budgets to marketing and branding strategies. They know that competition is fierce and they cannot afford losing market share or potential new customers. 

These companies know all about new corporate images.

Big companies tend to concentrate most of their marketing/branding strategies and efforts in their products/services/brands, current and potential new customers.
When they decide to develop a new product/service/brand, they often choose for high-impact images and campaigns. They often choose for bold design and expertise.

These companies need to continuously surprise their current and potential new customers, revealing ideas like strong communication, human emotion, technological innovation, creativity, modernity and freshness.

Focusing in the horizon

When developing successful corporate strategies, big companies don't think only about the present moment. They focus mostly in the horizon: in the future (medium-long term results). They learn from the past, projecting all their energy into the future.

These companies often ask themselves:

• How can we keep on evolving and innovating? 
• How can we create brand differentiation with our competitors? 
• How can we become trend-setters?
• How can we create a high level of customer trust, making sure customers keep on purchasing our products/services and solutions?
• How can we attract and retain potential new customers: online and traditionally?
• How can we keep on incorporating technology into our marketing and branding strategies?
• How can we use internal branding to engage our employees in marketing and branding strategies?
• etc.

Read our next posting!

LPD Team

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http://www.luckypeachdesign.nl/