When building a brand, you should be aware of how the features of your product will benefit customers. Consider which brand features will matter most to prospects and customers. Remember, brand features drive decisions only when the benefits are clearly understood.
It’s important to attract new customers without losing your established, faithful clients. You should identify which brand features will catch your customers’ attention quickly and use them to attract new customers. It is also important to identify the bad features of your brand – be honest with yourself as a company! Features of a brand can be good or bad depending on the way prospects perceive them. There are many motivating issues that impact on your customers’ perceptions – for example, do they shop on price or quality?
If you are having a hard time identifying which features are providing the greatest benefits to your target market, there is a simple solution: ask them. Survey customers on current brand perceptions and ask them to rate on a scale of 1 to 10 how much they agree or disagree with various statements about your brand. This is also a great way to find out about other competing brands that are doing well. The results should be able to identify the positive and negative features of your brand, and in turn build a solid list of benefits. You will now easily identify the good and bad features
of your brand and fix what is not working.
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