Tag: customer service

SaaS Branding

These 3 Writers Help Your Business Stay on Brand

Writers are essential for your brand. They share the heart of what you do and who you are with your audiences. Talented writers help every aspect of your business. While you may understand that marketing writers are valuable, did you know that technical writers and content writers are also critical for keeping your message consistent on all platforms?

There are different kinds of writers who have different goals. The goal of a copywriter is to help sell your products. Content writers communicate information that can inspire or educate your audience. Technical writers create technical documentation to help others understand and learn. Each of them are an important piece of your brand writing and can help your brand in distinct ways.

The key is to make sure all your writers are on the same page. You want them to understand the company goals and the brand voice that they should speak in depending on the types of writing they will produce. It’s also important to note that different writers have different strengths. Just because someone can write amazing copy, does not mean they are right for creating technical documents. And vice versa.  

Copywriters

If you’re in marketing, you know all about copywriters. These guys help your company sell. It’s critical that they write in a consistent brand voice whether they are creating Facebook Ads or writing an email sales series. Your products won’t sell themselves, so you need a skilled and talented copywriter to help you create sales copy that connects with your audiences in real and genuine ways.

Copywriters know who they are writing to, they understand the things that will connect with them, and they tell stories. Let’s face it, a good story can keep anyone engaged, simply because they want to know what happens in the end. Copywriters weave stories that lead customers through the sales process so that in the end your company sells more of its service or product. They are one of the many front-faces of your brand. Their messages need to be consistent.

Technical Writers

While your copywriters might be your rock stars in the company, the technical writers are critical to help the company succeed. They take complex information and data and make it more useful. If you need to create a brand manual, their skills are invaluable. Technical writers break down processes and tasks into bite sized pieces to make them simpler to understand.

If you want to create a bridge between your IT department and marketing, often your technical writers help create that connection. During a re-brand, these writers help communicate changes internally so that everything flows seamlessly. Re-brands often impact multiple departments simultaneously so it’s important to have writers who can clearly communicate those changes. Additionally, these writers would be your go-to’s for creating courses, user guides for customers and so much more. Your brand depends on good technical writers to keep the information and documentation consistent.

Content Writers

Lastly, your brand needs content writers. While the technical and copywriters have a unique niche, content writers carve out their own space too. If you want relevant, helpful, and fascinating content, these are your writers. Content writers produce pieces for websites, social media, and online stores. The explain and describe things. They understand WordPress, SEO, hashtags, and so much more. Their skills help you connect to your audience. While the goal isn’t to sell, a content writer also weaves in an element of story to help audience stay engaged.

Your brand needs content writers who can produce pieces for social media and your blog. Need a piece about writing on brand? Ask your content writer. Need a piece talking about the company history? Use your content writer. Their pieces are the connections in between the sales pieces that help audiences know, like, and trust your brand.

You know writers are valuable for your business. Your brand needs writers in each area who understands the heart of your brand and can communicate it through their words. They are the messengers and can share how your brand can make an impact. With the right technical writers, copywriters, and content writers in place, your brand will have all the writing it needs to succeed.

Digital Branding

8 Steps to Building a Successful Brand

When a customer hands over their hard-earned money for your product or service they are making a commitment to your brand. Having a strong brand means that customers know, like, and trust your business. Strong brands are rewarded with high customer approval. Successful companies know this and invest heavily in building and improving their brands. Your brand doesn’t just exist in your marketing message. It lives in every interaction your business makes with customers. The five steps below will give you a head start on creating a successful brand.

Purpose

Purpose

With the advent of the internet, consumers have a lot of options when it comes to

selecting products and services. Just having a catchy slogan or a slick logo won’t get you very far. Your brand has to stand for something. You have to know why your business does what it does and you need to make sure that all of your customers are aware of this as well. Your purpose is the absolute, innermost core reason of why your business exists. When customers can align with your purpose they will buy into your brand at a cellular level

In Simon SInek’s “How Great Leaders Inspire Action” TED talk he shared that what separates great companies from good ones is the fact that great companies lead with their purpose in everything that they do. For example, Apple’s core message is to “Think Different” in everything that you do. They promote this message through selling products that are beautifully designed and exquisitely minimalistic. This is what allows them to stand out from the pack.

Emotion

emotion

Contrary to popular belief. We don’t buy based on logic. We buy based on emotion. Emotion is the reason why people spend thousands of dollars on designer handbags when a similar sized bag from Wal-Mart or Target could hold their personal items just fine. When someone chooses to spend this type of money on a handbag they aren’t buying a bag. They’re buying status. To make a successful brand you must create this type of emotion in your customers.

Community

Community

Humans aren’t meant to live alone. We thrive in communities. Powerful brands build communities that empower their customers and give them a direct line of communication to their audience. Now, any business can use social media to create a community with their customers. In a Business News Daily article, Manta CEO John Swanciger said that a brand’s top priority for social media should be community building.

Big brands know the importance of building a community. Take H&R Block for example. They created a section of their website, titled “Get Answers” that allowed users to ask tax questions and get quick answers from professionals. The community empowers user to share and learn all on the H&R block website. The company promoted this new feature with their “Get It Right” campaign on social media which gave them a 15% increase in business vs. the year before when no social media was involved in their marketing.

Consistency

Consistency

Many businesses make the mistake of branding themselves inconsistently across different platforms. They may take one marketing angle on their website, a different one on their Facebook page, and continue this pattern across several platforms. Usually, this is done to try and connect with several different audiences but this usually has an adverse effect. Inconsistent branding confuses customers and creates a disconnect. To create a strong brand, you must maintain a consistent image and message throughout your entire business, including your website, marketing, logo, social media channels, etc. Being consistent allows consumers to become familiar with you, and later trust you.

Value

Value

If you don’t provide value to your customers, they will quickly run to your competitors. Why should a customer choose you over anyone else? What can you offer that is head and shoulders above all others? You don’t have to be great at everything. Start with focusing on being great at one thing and do it better than your competitors. Offer outstanding customer service. Take a customized approach with your clients. Reward your customers for their loyalty.

You can’t mention customer service without bringing up Zappos. CEO Tony Hsieh has made it his goal to provide legendary customer service. In a Forbes.com article, it was revealed that to understand customer service, Hsieh gave each of his employees $100 and asked them to buy two pairs of shoes from Zappos.com – one to return and one to keep. He then asked the employees to share their experience with the team. Zappos invests heavily in customer service over marketing. They want to create more personal connections with customers by tracking and observing customer behavior. Although Zappos spends a lot of money on customer analytics they understand that there is a human touch that is essential in customer service that can’t be quantified.

Wrapping Up

Building a successful brand isn’t an easy task. Any strategic marketing consultant would lay out these foundations for growth and it’s important to get the strategy right from the start. Brands become extraordinary not by gaining customers, but by creating fans. Every brand mentioned above offers something unique that makes it stand out from all of it’s competitors. When you’re bold, honest, and transparent in your marketplace you’re rewarded with customer approval.