The current market environment is incredibly over-saturated. If there’s one business doing a certain thing, two more will sprout up as competitors. Even larger businesses are not safe from this threat, regardless of their brand strategy.
This is clear to see how the birth of Netflix and other online streaming platforms have put pressure on TV channels. The BBC adjusted to the change by launching its own streaming platform and other channels followed suit. However, if you’re not able to embrace this change, are you sure your business will weather through it?
When businesses have their back against the wall, they’re usually more inclined to scramble and make reactive changes, from revamping their branding to revitalising their web design. These are usually the actions of a dying man clutching at straws. Instead, the better option here is to analyse the change and react intelligently.
Always be willing to adapt
One of the biggest flaws you can have is being too stubborn to acknowledge a change in the market. An example of this can be seen in the fall of Kodak. Once a photography giant with a huge share in the market, they were too slow to acknowledge the impact of going digital.
As a result, they had to close their doors. While they did reopen later, Kodak has never managed to capture the market in the same capacity. A major lesson here is that you need to have the willingness to adapt. We live in a world of constant change. Embrace this fact. Be a leader of it. Change the way you provide your service based on your strategic understanding of the market. Be proactive in your market’s changing tides.
Your web design and you
There are hundreds of brands available to explore online. In fact, the market is so saturated that if a few were to disappear, we’re pretty sure most people wouldn’t notice.
Understanding that your website is not just a place to display your services or products, but a location for your customers to receive a personalised experience will help you to stand out and stop blending in with the rest of the market.
Sure, your products might be similar to your competitors, but every little thing you do, from your branding to your tone of voice to your web design, can help make your business memorable. Review your website. Is it bland, with no personality, or over complex? Start here and just remember you can differentiate yourself – you don’t just have to follow a one size fits all approach. You can be different. You can be memorable.
It’s not just about survival
Brands have to put more thought into their brand strategy and online presence, not only to stand out and be remembered but to truly connect with their customers. Around 41% of consumers want to work with businesses that are supporting positive change. Organic brands like LUSH have been a favourite because of this. This has built loyalty with their customers who initially fell in love with LUSH because of their stance on animal testing. These same customers now care about more in the world and LUSH are making real change, being leading protester in that movement.
It is even visible in the brand strategy of Nike. They showcased their support for Serena Williams and were not afraid to stand behind their statement. Sure, they earned the ire of many, but they gained the love and support of many others who became loyal to them for their bold statement.
Start living by your beliefs. Loyalty is kindled by inspiration and won by action.
Don’t be missed
Brands that provide quality products, dedicated service, have a social message which resonates with their audience and supports a clear and personal brand strategy and website design, are more likely to have customers who will miss them. Don’t be one of the many left behind. Make an impact in your market by truly understanding who you are, and who your customers are and how you can best support them and the world.