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Dennis Thorgesen
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Building a brand; two areas to focus on

Published on 7/14/2013
For additional information  Click Here

Two areas to focus on

You have to consider why you are building a brand. What is it you are trying to accomplish? Trying to sell now is not what it used to be. The smart marketer is reaching customers through emotion. Does your product fill an emotional need. 


Most companies still use demographics. What they are looking at is who lives close to a business, how many members are in a family, and what is their average financial situation? To be different you have think differently, perhaps a better approach is looking at your audiences emotional needs.

What are emotional needs? 

An emotional need is about feeling. Can you do something to make a person feel like they are part of something bigger than they are? Do you know what they fear? What can you do to make their fear go away? How can you make them feel better?

What is next?

How can you position your company to where the customer is thinking about you? What can you do to be seen as the company who will fill their needs? How can you make customers feel you are the company who cares? Your competition is always learning new ways to reach customers. While they are, are you keeping up?

The last step

Does your company have the resources and knowledge needed to bring the new thinking to fruition? When you devise the plan, make sure you can fund the changes. In most cases, it takes more creative thinking than actual money.

© July 14, 2013 6:35 PM CDT Dennis Thorgesen. Lisech Global Ventures Inc. consulting services. All rights reserved.

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