C-Suite Advisory

How Your Brand Can approach Potential Customers

The market is continuously growing, and no matter how many big brands are out there, still, newbies enter the world of consumption. Apart from the products that are available traditionally on the market, new items make their appearance. Especially services and apps that didn’t exist in the past are now a must. The need to launch a brand and make your clients stick with you is the real bet.

No matter how good your product is, marketing is essential. The opinion the marketing departments have, are often connected with the product they sell or the industry’s competition. The brand is many times considered as a critical aspect only from large companies. Simultaneously, online shopping has led many individuals to create their own brands, something that was relatively rare two decades ago. Amazon has played a significant role in that direction. Right now, if you google sites where you can sell online, you will find a million. Behind these, there are several businesses that launch their new firms.

Let’s have a look at what the consumers have to say about what they look for in a brand.

  1. Social media
    Social media is not only a way that a brand can connect to its customers. It is also something that keeps the customers engaged. Recent research showed that nearly 80% of the consumers, regardless of their political background, want the brand to have social media to communicate with other customers and share their experience with a product. They even state that they appreciate a CEO’s interaction with social media, which helps them ensure that the company is in constant communication with the audience and listens to what they have to say.
  2. Advertising
    If you ask a potential customer, they will never tell you that they want the brand to advertise. It is something that people expect the brands to do for their own benefit. However, consumers expect brands to care enough so that they go after the customer. To consider it is a serious company, people want to see some everyday activity to verify it is a legit brand. Specifically, they expect to receive direct emails, social ads on their Facebook walls, as well as TV and radio ads. All these are signs of care, according to buyers, that brands should always act on.
  3. Be in accordance with their values
    Most of the time, a brand represents a lot more than what it sells. Particular products and services are expected to represent respective values. An air company is expected to demonstrate its high-security level and the luxury it will provide to its clients during a long-hour trip. At the same time, another company may point out its flexible cancellation policy. Many consumers pay attention to the environmental sustainability of the brand they chose, and for some, it may even be the work ethics a brand has towards its employees. More than half percent of the customers will make sure the brand is following their values.
  4. Provide what they want
    Trying to approach a client will never be successful if you don’t manage to add value to your product or service. People are eager to find a brand that can better serve their actual needs. If you work to make customers depend on your product, you add another number of clients to your list. Again a percentage close to 50% evaluates that the brand has to deliver what they want and that the brand has managed to make them depend on its products.
  5. Secure feelings of trust
    No matter what each consumer buys, it is essential to be able to trust a brand. Especially products that are highly related to safety, such as cars or any transportation, have to bring out security feelings. Even a brand of beauty products has to pass the message that the items purchased have gone through all the controls and are in accordance with all regulations. However, it does not only have to do with the products they deliver. Assuming you buy a package from an insurance company. You have to know that the company is not likely to close in a couple of years; otherwise, you threw your money into the bin.


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Sophie Ireland
SVP for News and Editorial Director. As CEOWORLD magazine's senior vice president for news and editorial director, Sophie Ireland oversees CEOWORLD magazine's journalism and journalists around the world and across platforms. She leads an award-winning team of journalists and newsroom executives who are committed to excellence, innovation and the highest quality reporting and storytelling. Follow her on Twitter, Facebook, Instagram, or connect on LinkedIn. Email her at sophie@ceoworld.biz.