One major challenge faced by brands in the twenty-first century is how to remain relevant in a highly dynamic, increasingly competitive environment. Indeed, the consumerization of tech, widespread internet access, and the rise of social media have all changed the way we conduct business.
Such significant shifts mean companies can no longer rely on traditional wholesale marketing to succeed in a progressively borderless world. This is especially true for businesses in the pet industry, where it can be hard for any brand to stand out from the crowd.
Fortunately, there is a strategy you can use to reach the right audience. Instead of relying heavily on outbound marketing, the secret is to develop a strong brand identity to entice pet owners to come to you. Whether you’re selling custom pet products or pet-related services, strengthening your brand identity can help you differentiate your business from the rest. Read on to learn how to do it.
Define Your Targeted Market
Targeted marketing refers to the process of identifying audiences who are most likely to pay for certain products or services. Broadly speaking, brands can define their target markets in a few different ways.
Firstly, you can target audiences by geography, crafting promotions for people who live in a specific location. Secondly, you can target a specific audience demographic—that is, people who belong to the same race, age group, or gender. Lastly, you can target audiences by psychology, identifying a segment of people who share common personality attributes.
After determining your target market, you should gain some insight into creating marketing that they can relate to.
Know Yourself and the Competition
It will be difficult to strengthen your brand identity without knowing what you’re working with. That said, you’ll need to perform a comprehensive audit of your brand as it stands in the current marketplace. By doing so, you can determine if your existing marketing strategies are working or not.
Aside from that, business owners will also want to put themselves in the shoes of the average consumer. This will help them ascertain how their products or services are perceived by both present and prospective customers.
In addition to identifying what defines your business, you’ll also want to pinpoint your brand’s Unique Selling Point (USP). This is the quality that differentiates you from the others in your particular niche. The best way to do this is to get to know the competition. An extensive competitor analysis that covers assessments of competitors’ sites, brand identities, advertising, and search engine optimization strategies should prove immensely fruitful in that regard.
Establish Your Business as an Expert
In the days before the internet, creating rapport between a business and its patrons was as simple as showing up and engaging with them face-to-face. Unfortunately, this old-school style of marketing is no longer as effective as it once was due to the rise of eCommerce.
Thus, businesses expanding their operations online should expect to deal with a customer base that will remain, for the most part, largely unknown to them. Companies will also have to figure out how to handle the resulting disconnect between their brands and customers.
The good news is that there are several ways to bridge that gap. For instance, you can slowly build trust in your brand by creating content that appeals to your target audience. Doing so will establish your business as an authority on subjects directly related to pet owners’ concerns.
Overall, the idea is to go for quality and not quantity. So instead of covering topics broadly, you’ll want to keep your focus tight and specific. That being said, prioritize evergreen content that stays true to your mission and vision, as this will help reinforce your brand identity.
Cater to the Pets
Pet parents love their furry friends and are prepared to spend good money on them. Hence, the best and easiest way to put your brand in front of pet owners is to cater directly to their pets. For example, you can have pet merchandise manufactured with your logo on it. Then, you can hand them out as giveaways during corporate or outdoor events. As long as the product directly fulfills a pet’s needs, pet owners are unlikely to turn your freebies down. Plus, studies have found that customers who receive free products are more likely to view your brand in a positive light.
A solid brand identity is built and cultivated over time. With this in mind, do your best to reinforce it with multiple approaches that stay true to your company’s image. More importantly, remember to always remain sincere with your marketing. After all, pet owners often frown upon attempts to capture their attention with cheap, unscrupulous tactics. Just keep all of these tips in mind, and your brand should continue to flourish for years to come.
About Jammie Morey
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