15 March 2016
How to Make Sure Your Brand is Memorable on Made It
Picture this – your customer is doing school pick-up, she is standing around outside the classroom waiting for the bell when one of the other school mums pipes up…
“Ooooh that’s a super cute necklace – where did you get it?”
“Isn’t it though? It’s handmade – I bought it on Made It” says your customer.
“Oh that’s cool, what’s Made It?” the school mum says.
“Well it’s this online store with a whole heap of local handmade items from all different people” your customer explains. “I’ll send you the link.”
Now, this is not a made up situation. I actually heard this exchange at my school pick-up last week. So let’s dissect what happened here and why it’s important for you, the Made It seller.
Your customer didn’t mention your brand, nor you as the maker of the necklace, only the platform on which they bought it. Now while it’s great that they are promoting Made It – I think everyone selling handmade in Australia/New Zealand should have a store on Made It – this is not so great for getting you referral customers.
So what can you do to make sure that your brand is memorable on Made It? The answer is, PLENTY!
Establish a brand identity
First up, it may seem obvious, but you need to brand your store. What I mean by this is not something super tricky, or expensive, it’s just a little exercise to make sure that you are presenting a united front to your customer. Branding is more than just a logo, and thoughtful branding is more than just a sum of the marketing strategies and tactics. This article by Ekaterina Walter
has a good description of how you can make sure that you have a good understanding of your brand background.
When you are clear on your brand purpose and values, think about how you are going to communicate that to your customers; this is your brand persona. It is the character that you create for your brand. The purpose of personas is to “help users or customers relate to [your brand,] and make decisions, by making something without personality much more real. People relate and connect to other people and that’s where a good persona comes in” according to Designshack.net
. Use your brand persona to stand out to your customers across the way that you present your brand online, and do it consistently across your store in the words that you use, the design choices that you make, and the way in which you interact with your customers.
A brand persona can help you stand out from your competitors. Now, it can be tricky to look at your competitors, because you can usually end up comparing yourself and your offering in a way that affects your confidence. However, it can be healthy for you to go and look at them to research how to differentiate your brand. I want you to take all ego out of your mind and go and evaluate their store like a customer. What is their offering? What are their values, and what is their persona? Pay close attention to how are you positioned differently. Think about what you can add on to your service or your product that your competitors aren’t doing. What value can you add to your product and how can you explain it to your customer in a way that is going to make you stand out from the crowd?
Build relationships with your customers
This brings me to the next way to be memorable – by creating a relationship with your customer. People remember their interactions with people more than they remember interactions with online stores. How do you create this relationship? With great customer service – and if you want to stand out make sure you brand every single correspondence using your shop name. Here are some examples of customer service touch points you could brand:
• Thanking the customer for the order and let them know expected shipping times.
• Letting them know when their order has shipped.
• Sending a follow up to see if they received it and if they liked it.
• Asking for their feedback or testimonial if they haven’t provided it already.
• Thanking them for the testimonial.
Remember that each time you contact the buyer is an opportunity for you to create a returning customer. It is 6-7 times more costly to attract a new customer than it is to retain an existing customer (White House Office of Consumer Affairs).
Now let’s say the customer has found you on Made It and they connect with your brand persona, they purchase your item and you’ve serviced them extremely well. There’s some practical things you can do to help them remember your brand name.
Reinforce your brand with packaging
Carry your branding through to your packaging and make sure that it matches up with your brand values and persona. For example, if you sell eco resin products with recycled antique trinkets inside them, perhaps it’s a good idea to use eco-friendly recycled paper to wrap them and include a hand-drawn note with your logo on it. Be creative and think about how you can reinforce your branding when the customer is excitedly anticipating seeing your product in person for the first time. This is a chance for you to subconsciously imprint your brand name and values. You can go even further by making the packaging of your brand something they can keep.
Connect to customers on social media
A lot of sellers also overlook whether the customer is engaged with the store’s social media channels. Maybe you’ve added your social media links at your customer service branding points, maybe you’ve got the links on a referral card – but you need to be specific and ASK them to connect with you through those channels. This is known as a call to action or CTA. An example of a CTA to encourage engagement is “Please take a moment to leave your comments or thoughts below.”
Three ways it may make sense for you to add a CTA for people to join you on your social media channels are by:
o encouraging feedback on your shop and products on your social media channels in your about page;
o encouraging customers to post a picture on social media of them using the product and tag you in it; or
o encouraging your customers to check your social media for sneak peeks of their item being made.
You can also engage your customers on your social media with a final engagement post – where you post a picture of the product they purchased with a copy of their testimonial once you have received it – and then send them the link to that post, thanking them for their feedback.
Brand your product
The best way to have someone remember your brand name is for them to have your brand name on-hand.
In the example above, imagine if the necklace had a tiny little tag with your brand name on it – your customer could have referred to the tag and shown the school mum your brand name. Label as many of your products as you can.
But let’s say you can’t label your product. Let’s say you are selling earrings and there is nowhere for you to put a tag – you can still have your brand name in their hands. How? By sending them referral cards to have in their wallet.
Referral cards have the same kind of information on them as business cards but their purpose is to be given to someone by your customer, referring your business. The most effective referral cards we have seen offer something extra to the person receiving the referral card like a percentage discount. According to Salesforce.com
, “The best customer referral programs are those that benefit the referrer and the referee. These are the types of programs that a referrer is more likely to talk about and not feel bad touting to their friends. Don’t forget to say thank you each time a referral is successfully completed. Work to nurture your relationship with the referrer and referee. You never know, they may refer again.”
With a little bit of effort it is easy to make sure your brand and your brand name is memorable so customers can easily refer other potential customers straight to your store – on Made it.
Rumble & Co. Co-founder. Fairy Godmother to creative businesses, people investor, and grand-planner.
Rumble & Co. help small businesses realise their dreams. With degree qualifications in marketing and management and experience managing multiple retail and wholesale stores (including eight of their own), whether it's pixel perfect graphic design and creative business development and marketing strategies you need - you'll get results when you work with Rumble.