BUILDING A POSITIVE BUSINESS PERCEPTION
Business can be a fickle industry. No matter how great your products or services are, you will not receive the customers you need in order to stay in business if the public does not view your business in a positive light. Sometimes, it only takes one piece of negative publicity to make a business go under, even if the perception of this publicity is inaccurate. Therefore, as a business owner, it is essential that you establish a positive perception of your business among your target audience.
Building Brand Loyalty
In order to make profits and to retain your customers, you need to work toward building brand loyalty. When you establish brand loyalty, your customers will choose your product or services before selecting the competition, even if your product or service is more expensive or more difficult to get.
If you wish to build brand loyalty, you need to establish a certain perception among your target audience. Of course, you will first need to determine who your target audience is and then you can decide the perception that you wish to create. For example, if you will be offering a daycare service, your target audience will be parents. Or, you may even more specifically target working mothers
. As such, you want to establish the perception that your daycare is a safe place for kids and that you understand the needs of working mothers.
By building this certain perception of your business, you will be more likely to get working mothers to seek out your daycare over other daycares. If working mothers truly believe that you understand their struggles as a working mother and that you are willing to work closely with them in order to help them meet the demands of both career and family, many will choose you even if your rates are slightly higher or if your location is not quite as convenient as other daycare centers in the area.
Creating a Perception
One of the main methods you will use to create the positive perception you desire with your customers is your advertising. After determining your target audience and the way you want people to perceive your business, you will need to work on advertising strategies that will send this message to your target audience. Everything from your radio ads, television ads, newspaper ads, and even your web site needs to be build around the perception you are trying to create.
In addition to your marketing campaign, your actions will also speak volumes toward creating your desired perception. Therefore, be sure to be prepared to interact with your customers in the way that you wish to be perceived. If you have employees, train them in your company philosophy as well.
By creating a positive perception, your business will have a greater chance of success. Not only will your customers keep coming back to you for more, they will also tell others about the great work that you do and you will gain new customers based on the perception you have created.