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DQ News: 5 Ways to Boost Brand Awareness – The Concept of the Purple Cow

Is your business a normal cow or is your business a purple cow?

Seth Godin’s concept of the purple cow came from his observation of cows. After looking at them for a while they all look the same, common and ordinary. But a purple cow would be would stand out and draw attention.

This concept also relates to what you may have heard as your niche, a distinct segment of your market.

As a business owner, don’t be afraid of standing out, of being disliked, or of critism. How you market your business is not enough – you must be unique and offer something different to your audience.

1. Adding the Color Purple

Start by researching your competition. A competition research is an important task to complete on a regular basis. Know your competition; know what they are doing and what they are not doing. How can you make it better? What are your strengths and your weaknesses? What is unique about your products or services? How can you present them differently that will give that WOW factor?

Don’t expect to find your niche right away. Finding your niche also comes from listening to your customers. When you listen to your customers, you will learn their needs and find an area that is not being fulfilled by others in your industry. Make it part of your process to consistently request feedback, whether in person, by email or with surveys.

Another way that requires patience to be the purple cow is by trial and error. New business owners learn a lot along the way. Try different methods – if they are successful, be consistent with them and continue investing into them. Certain methods may not work for your business, so eliminate them.

2. Your Personal Touch

A personal connection with your customers is important. Do you offer a unique personal touch or do you automate everything treating your customers like they are just your next income source? This includes everything from the tone of your emails, to the style of your greeting, to your conversations online. Be consistent with your personal touch – customers appreciate consistency and predictability.

3. A Simple Wow Factor

Your brand is not just about your logo, your colors or how your marketing material looks. It’s about the experience your business provides to customers. You want this experience to be unique and to make your customers say, “Wow.”

I love the experience of shopping at Trader Joes. They make it an enjoyable experience vs. a stressful one because they considered parents shopping with children. When they see you shopping with your children, they bring them a balloon. They also offer a neat area to taste one of their products along with juice or coffee. For the older kids, they have a hunting activity, where if the child finds the missing animal, they get a treat. And if that wasn’t enough, at checkout they give your children stickers. This makes Trader Joes unique and I will continue to go back because it’s easy to shop there with my children.

Your Wow factor can be something simple. Think of a memorable experience you want your customers to have, whether you want it to be a fun, surprising, or comforting experience. Be creative and original.

4. A Creative Visual Identity

Invest time in picking your colors, your images, and your style for your visual identity. Your visual identity includes your website, social profiles, your business cards, your flyers and all other marketing material. Include all customer touch points like your email signature. Be consisten throughout all channels and choose items that are unique, creative, but most of all send out your brand message.

5. Traditional is Still Okay

Don’t chase every fad under the sun. Sometimes sticking to tradition works best. Not every customer may want the latest application available. Stick to quality, value, guarantees and great customer service.

Release Your New Color

Do your research, examine your industry and ask yourself the right questions. Reinvent your business and yourself as needed.  If you need help, don’t hesitate to outsource to professionals that will help you bring life to your business.

About the Author: Start-ups and small businesses is Denisse Marie’s specialty.  She is a Marketing Coordinator helping small business owners’ with marketing and small business management. She is also the publisher of BOOST! your small business marketing, a free blog and monthly publication packed with tools, guides, and how-to’s to help business owners boost their marketing efforts. Visit Denisse Marie or BOOST! your small business marketing.

Photo Credit: James Nash (aka Cirrus)

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