Do Your Customers Know Your Brand?

Historically distribution marketing has revolved around promotions and events (some with training). Other elements of marketing such as strategy development, customer and competitive research, satisfaction initiatives, direct marketing and brand development, to name a few, have been neglected. And in “down” marketplaces, marketing is usually one of the first things to go.

And when contractors push for price concessions because “others are doing it”, the value of your “brand” – the why people do business with you – becomes further diminished.

Part of the reason is that your brand may be becoming diluted, or lost. If customers don’t know why they should do business with you other than price, and your employees can’t communicate your “difference”, then price becomes the lowest common denominator.

Building your brand is important to the success of your business. Branding is one of the keystones of a good marketing strategy. Strong brands can charge premium prices (or at least not require you to be the lowest). They also build company value (in case you are thinking of an exit strategy). Strong brands also build customer loyalty strengthening your revenue stream). And perhaps more importantly in the short run, strong brands command customer preference in buying decisions.

Here are 6 questions to ask yourself about your brand, courtesy of Go-To-Market Strategies.

1. Can you clearly define WHO you are, WHAT you do, WHO you do it for, & WHY they buy from you?
2. Has it been tested by a sampling of customers? Their perception is your reality (whether you like it or not). Make sure you find out how your customers really see you and what they really value.
3. Is your brand promise: a) accurate; b) relevant (have your customers confirmed this is THE reason they buy from you); c) tangibly and consistently delivered (can you identify at least 5 TANGIBLE things you do to deliver this promise consistently?)
4. Is your brand promise unique to you? If your brand strategy looks like your competitors it isn’t working for you. Make sure your brand focuses on your uniqueness, not the me-too features you also possess.
5. Have you defined your brand personality ? Do these traits define your uniqueness in the market?
6. Do all your communication vehicles consistently present your brand elements and brand personality

Graybar, WESCO and Gexpro have been working to define their brands in contractor publications. Others appear to be taking the price route. The question becomes “what is my brand” and “is brand important to me?

Which distributors and manufacturers do you feel have strong brand presence?