Whether you’re a brand marketer or a business owner, there is one thing that you are aware of – reaching your consumers is becoming increasingly difficult. In this modern world we live in we are faced everyday with media saturation and with the growth of social media this continues to become a more exaggerated problem. So how can we achieve disruption in this crowded business environment we work in?
Think of your business as a brand
By creating a brand for your business you’re not just defining yourself to your employees and customers but you’re setting yourself up with some core values, a personality, a set of beliefs, a way of talking that will distinguish your business from many others who may be offering a very similar product or service. It’s critical to understand what your brand stands for and what your brands purpose is. If you are unclear, then defining this needs to be your first task.
Ensure your business is relevant
During the process of defining your business as a brand, you’ll need to ensure your brand is relevant, resonates and stands out in the market it operates in. If it’s not distinctive it won’t stand out. Then, have the courage to make the bold moves to ensure it is relevant – reassess your business plan, are you offering a service or product that consumers want or need? How are you different from your competitors?
Disrupt your market with purpose
Disruption is not simply about doing the opposite of what everyone else is doing. For your brand to disrupt, it’s important to have a well-defined purpose. You want your business to be defined by your own actions, not others. The purpose becomes the guiding principles for how your brand disrupts in your market – and more specifically what elements we choose to disrupt, to challenge, to change for the future of the market in which you play.
Do things differently
Customers love unexpected positives – go above and beyond with customer service, even if you’re not in the service industry. If they expect to receive a product in 3 days, you could send it express post so they receive the next day. Under promise and over deliver. Don’t underestimate the power of word of mouth and positive feedback for gaining repeat business, especially with the current reach and influence of social media.
Create something new
Whether it’s a new process to streamline communications with your clients or a new app to enhance user experience of shopping your brand, this ‘something new’ may be another notch on your belt to help you stand out from the crowd. Of course, in doing so your core product or service must first be up to scratch. There’s no merit in having the worst product or service with the best processes.
It is important to accept that change is crucial for business success. Being agile and always moving a step ahead of your competitors will help you to drive your success.
Chances are, if you believe your business is perfect, you can make it better and if it’s broken, you can fix it. Keep giving your consumers something to talk about to keep your business front of mind and keep them talking about it. Constant change makes sure your brand gets noticed and achieves its goals.
Ultimately, no matter whether your business is product or service based, disrupting your market is no easy task and it’s becoming more difficult all the time. There are a number of factors to consider in how to achieve disruption, try a combination of them to see what works best for your business.
This article was first published on Business Woman Media. Read here.