Being unique is becoming increasingly difficult as more and more brands hit
How can your organization make waves in an overcrowded industry? Here are
five surefire tips to ensure client success.
Customize Your Message
Nothing sets a brand apart like having a unique item that embraces your
brand. When D’Addario Woodwinds, a company specializing in making reeds for
woodwind instruments wanted a customized touchpoint to promote a new
campaign, it needed something that would give the campaign a voice and
The solution was a flash drive that quickly became a centerpiece of the
campaign. The drive was sent to elementary and middle school concert band
directors across the United States to give them tools to help make their
jobs easier, and to say thank you for continuing to be heroes to their
“This campaign allowed us to customize our message in a way that was
memorable to consumers,” said Chris Scialfa, director of sales for
D’Addario, North America. “This unique flash drive was shaped like a reed
used for playing saxophone or clarinet. […] The positive feedback we
received about the drive itself was immense.”
Respond to Clients Immediately
In a world inundated with noise, consumers and clients need to be heard. Be
proactive in keeping clients interested.
Brands are often not aware of unhappy consumers. Only five percent of
unhappy customers complain in a formal way, according to Jay Baer in
Cision’s Listen e-book, and consumers and clients will walk away without
any explanation. It is important for companies to communicate with their
audience to prevent complaints by fixing problems before they begin.
When problems do arise, it’s important to address them quickly and
transparently. If an organization receives complaints on social media, it
must respond immediately and make amends. Customers will remember the
brands that solved their problems and forget about the ones who left them
in the dust.
Proactive communication builds strong consumer and client relationships
which will vastly improve business but enhance your brand reputation.
Be Curious and continue to learn.
The moment you stop learning is the moment you begin missing opportunities.
The world changes every day and consumer behaviors are hardly stagnant.
With such a diverse world, it is important to adapt your brand.
Read about your industry and be curious about the change you see. Ask
yourself if the products and services you are selling are still relevant.
It is also important to understand how your services can fit in with each
client or consumer’s daily lives. You can never do enough research when it
comes to targeting consumers.
Protect your relationships.
Well-respected and well-known brands have loyal, trusting customers; give
that same amount of loyalty back to them. Transparency goes a long way when
it comes to earning trust and brands that cultivate transparency will keep
customers from fleeing when disaster strikes.
When a crisis occurs and trust wanes, the brands that continue to
communicate, make amends and remain honest will win customers back. What
keeps a consumer from choosing a competitor? Knowing that the old brand
continues to get the job done in an open and honest way.
If you aren’t good at it, delegate.
Marketers must recognize both the client’s and their own personal
strengths. It is impossible to be good at everything, but smart
entrepreneurs are good at finding talented people and onboarding their
strengths for organizational streamlining and efficiency.
If you’re not knowledgeable about branding, find a partner or agency who
can help and learn from the experience.
How are you helping brands stand out, PR Daily readers?
With a background in commissioned sales, Lisa Strong started Strong
Marketing in 2006. A version of this article ran on