In today’s market highly charged with a constant stream of seemingly overnight competitive moves to obliterate the competition, holding one’s own can especially pose to be highly problematic for smaller to mid-sized companies. And while the fight to survive among the sharks is of critical issue to the minnows, there is actually no swimming creature that is impervious to the ongoing threat of annihilation by competitors. So, what is any owner of any size business to do, in order to find a small ledge along the cliff that will support market gains long enough for an occasional exhale, during the perilous climb to the top?
A Fish Story
As the retail market continues to change from paradigm shifts (that ultimately make more sense in the long run, regardless of the fact that they also inherently pump up the pressure for often, rather severe alterations in objectives,) it becomes ever-pressing for all players to jump on the bandwagon, go with the flow, get onboard and be happy about it. While it may seem that in such a climate, most retailers are set to go belly up, any time now, that’s not the case. As with all problems in life, there’s nothing that a little savvy thinking won’t resolve. So, with the sharks all hungry and heavily populating the waters, if, say, only one minnow were to distinguish itself from the others – it’s longevity would stand a chance at being sustained. For instance, Orcas, or Killer Whales typically use their tails in a multitude of ways, so a smart minnow might come up with a way to assist Killer Whales’ tail functionality. The distinction would best be impervious to being copied or duplicated, and so, when the Killer Whales come (and they always eventually do,) the identifying distinction of the minnow that appeals to the Killer Whales will surely save the minnow.
A Brand Will Direct the Customers You Desire to You
While the retail business is certainly about people, consumers and revenue, staying afloat is everyone’s priority. And to date, the one true sure-fire way to distinction is in crafting a company brand. A special or unique brand makes a product unique, and one that will stand out from the others in the market. A brand that is carefully created will create a solid emotional, visual and even cultural bond between consumers and your business – whether it has to do with products or service – and it will greatly influence the type of customers who are attracted, as well. One of the true leaders of the retail market is Disney – where it’s obvious that a great deal of time and effort is always being applied to sustaining the brand. From promotionals, events, vacation spots, TV and Movies – Disney has succeeded in conveying a message to the public of family, fun, stellar service and impeccable cleanliness. Disney is highly scrutinizing when it comes to the employees they hire, and they receive more training than most other companies provide to ensure that the Disney brand will be communicated all the time.
Branding Works for All Sizes of Companies
The thing that brings business back to you is the impression that your customers receive when they shop with you. And if you have a unique brand that is appealing to consumers, when they buy that brand, they thereby increase the value of your business. Customer loyalty to your brand helps you to dominate any size of market and increase or at least maintain market share value.