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With as much competition as there is in the marketplace, businesses must find a way to market themselves that will help them to stand out from the other companies in the industry. One way to do this is to develop a company culture that customers can identify with. Many people like to feel as though they belong to something. When they know a company and its history and vision and they identify with the company in some way, they come to feel like they know the company and can trust it. A customer is more likely to give their hard-earned money to a business they view as a trusted friend and neighbor than a faceless corporation.
Trust is an important part of the equation that leads a customer to choose a company to patronize. They want to trust that you know what you are doing, that you will not overcharge them and that you will give them a quality product they need. A company that freely educates the consumer without laying on a heavy sales pitch will win the trust of consumers and their business as well. This form of marketing is not difficult to do, yet it is highly effective.
Sharing your Company Culture with the Marketplace
Your company probably already has its own culture, with certain beliefs and philosophies on how things should be done and how customers should be treated. Are you sharing this with your customers? Think of the commercials for the cereal company where the employees are talking about their favorite cereal. They all seem to be having a great time making it that the viewer feels good about patronizing the company and buying the cereal. The buyer wants to be a part of that culture.
There are other parts of your company culture you may want to share with customers and potential customers. One is the story of how you came to found your business. Stories of how Microsoft and Apple started continually circulate. Not only does this give consumers that sense of belonging, but every time the story is told, the company gets a free advertisement.
Does your company have a vision? If not, it is time to come up with one. Not only do you need one to keep your company focused and your employees on track with where you want the company to go, but your customers like to hear about your vision as well. If written well, your vision statement can be powerful, inspiring and something consumers want to be a part of.
The marketplace is too competitive to continue doing business the way it was done thirty years ago. Every company must stand out if it is to truly succeed, and developing a company culture your customers want to be a part of is an excellent way to do just that.
