In order to expand to a broader clientele, you must create brand recognition. This establishes an aura of security and trust in your company, based on the traits of comfort-seeking and intuition ingrained in the human psyche.
When you are a small business owner, you don't have wiggle room for trial and error. All of your investments must be intelligently and successfully allocated, or you will start taking on water, so to speak, and your company could go under. This is why business owners are likely to make decisions based on a gut feeling that spawns from trust, which is in turn manifested from comfort and familiarity. If a prospective client is meeting you for the first time, there is no better way to create familiarity than using brand recognition.
Brand recognition as a way to garner clientele is demonstrated at the most basic levels of consumerism. In 2010, Consumer Reports cited the price disparity between brand name and generic products. The well-known, branded products cost significantly more. Additionally, the magazine reported that by buying generic goods consumers could have saved nearly 30 percent. However, shoppers were still drawn to buy brand name items.
"Shoppers are quite leery of some categories. Although they'll snap up store-brand paper goods and plastics, at least half of our survey respondents rarely or never buy store-brand wine, pet food, soda, or soup. That may be especially true when the category includes a name-brand superstar such as Coca-Cola or Campbell's," the source noted in its analysis.
Consumer Reports also stated that many of those who were interviewed gave flimsy excuses regarding why they preferred the more expensive brands. One such explanation included that name-brand products had greater nutritional value, even though this was true in only some cases.
While you should not envision your company as a second-tier or generic business, it is wise to take this lesson to heart. Your clients are intelligent, business-savvy people, but they are also human, and in many cases the recognition of something familiar is enough to win a person over.
This quest for brand recognition is more prevalent than ever in the corporate world, which is why big-name companies invest large amounts of money into their advertising and public relations sectors. Commercials do more than just create something familiar - they strive to evoke a certain feeling that connects consumers with a company's values.
This was demonstrated by the case of British Petroleum (BP) in the wake of the 2010 oil spill in the Gulf of Mexico. For months following the incident, BP was at the center of countless mainstream news stories when one of its oil rigs exploded and caused severe devastation to the surrounding ecosystem.
Soon after, BP began broadcasting public service announcements expressing its commitment to the affected regions. This was the company's attempt to create a different feeling about its brand, to push the mishap into the background and bring a friendly, welcoming face into the foreground.This model can be used by any business owner, regardless of what you are selling or your consumers. By using promotional products and personalized business gifts, you are able to create brand recognition in conjunction with whatever sentiment or feeling you wish to be associated with - whether it's quality value, family friendliness or steadfast dedication.