To change how a brand is perceived, connect it to a broader, culturally significant movement. For example, a UK podiatry college successfully reframed its profession by positioning it not as foot care, but as an extension of the popular and growing wellness industry.
Lacking a clear, defensible position (e.g., best, cheapest, fastest) makes a brand forgettable and is a foundational business failure. Many owners are unable to answer, "Why should a customer choose you over a competitor?" which reveals a critical lack of strategic differentiation.
With easy access to information, consumers are more knowledgeable than ever about complex topics, from social media algorithms to product specifications. Brands can no longer rely on information asymmetry and must establish themselves as credible authorities capable of educating and dispelling misinformation.
A brand's own marketing narrative is never as powerful as its customers' authentic stories. The core of advocacy and influencer marketing is facilitating opportunities for satisfied customers to share their positive experiences, as their voice carries more weight and credibility than any corporate message.
Business owners who are not finance experts can use AI as a powerful analysis tool. By feeding all invoices into an AI with a simple prompt, they can quickly identify spending trends, abnormalities, and financial patterns without needing complex software or a dedicated finance team.
Build deep customer loyalty by making them feel like part of an exclusive community. This can be achieved through non-monetary perks that create high perceived value, such as priority service or special access, rather than just discounts. This fosters a powerful sense of belonging.
Brands must adapt messaging for different buyer personas, even for the same product. Just as Netflix customizes thumbnails to appeal to varied viewer preferences (e.g., focusing on a male vs. female lead), businesses should highlight different benefits to resonate with distinct customer motivations.