Aspects of Business: Different people are going to focus on different areas of their business. While some are going to feel as though the most important elements of their brand are those that are closest to their main product or service, that might just be one slice of the pie for others.
It’s important to keep a holistic attitude in mind, as while there’s not necessarily a right answer for where your focus should lie, there’s an element of balance that can prevent you from putting all your eggs in one basket.
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Your Marketing
This is going to be an answer that you see a lot when it comes to this question. After all, if you’re not able to share your product or service with anyone, what does it matter how good that product or service is? Effective marketing doesn’t just let people know that your product exists, though. It also lets them know why they should choose it over what your competitors are offering, and it can present your offerings in a light that showcases the best of what it has to offer.
The term marketing, though, can often be so broad that it’s not practically useful. So, you might need to think about it more specifically. Which platforms are you going to be using? To answer that, you need to know which platforms host your target audiences, and what a varied palette of marketing can offer you.
Your Website
On a related note, as good as your product may be, your customers might not feel compelled to give it the chance it needs if they don’t have a strong impression of your brand. Your marketing might be one route toward making this positive impression, but it might be that your website is more significant in this regard. Your website is the centre of your brand—it should say everything that you want to say about what you’re offering, even when that’s non-verbal.
The aesthetic and graphic design is one example of how you can accomplish this, as can the readability and accessibility of the various pages. What might be more significant, however, especially if you find yourself in a digitally focused industry, is making full use of APIs through Kong that can showcase your confidence with such technologies.
Your Reviews
Marketing might be important for increasing your brand awareness and can give you a chance to say your piece about your products, but this might be less likely to sway people than the testimonies of those who’ve had firsthand experience with them. Online reviews essentially act like marketing in many ways, especially when the reviews are positive, but are free, and having an external source vouch for your brand can often be even more persuasive than what you have to say.
However, if you find that you’re encountering some negativity in the online reviews, it’s important to understand that this can be valuable, too, due to how it allows you to improve and respond in a way that reflects well on your brand.
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