Tips for Building a Successful Brand to Win Customers in the 4.0 Era

The goal of most business owners is to make their brand recognizable and memorable to customers. In today's highly competitive market, with numerous existing and new brands entering the scene, it is not easy to ensure that customers remain loyal to our brand as they did in the past. Therefore, the key is for entrepreneurs to adopt new techniques and strategies to win over new customers and turn them into regulars.

The Department of International Trade Promotion, through the New Era Entrepreneurs Development Institute (NEA), organized a seminar titled "Survival Techniques for Thai SMEs: How to Adapt in the 4.0 Era," which resulted in 10 techniques to captivate customers for entrepreneurs to implement in this era.

  1. First, understand and know your customers

Many brands today focus on marketing strategies, often overlooking the true needs of customers. Therefore, before creating a marketing plan, brands must thoroughly study consumer behavior. Understanding your customers is the first step to effectively addressing and meeting their needs.

  1. Create a brand personality

If your brand is strong, it will endure regardless of how the world changes. Thus, creating a memorable image for your brand should be a top priority. Start by developing a brand personality that people can easily remember. For example, Lyn Around has a vibrant female persona, MUJI is known for its simplicity, and Apple is seen as a trendsetter. This branding can be established through the brand name, color choices, and packaging design, all aligned to create a strong and distinctive brand presence among similar products.

  1. Create a brand story

Today, customers do not just buy products based on quality; they are also influenced by the brand's story, its interesting history, and uniqueness. Notably, many globally recognized brands, such as Louis Vuitton, Apple, and Facebook, have compelling narratives that enhance the value of their products or businesses.

  1. Create a sense of value

Customers are willing to spend money on products that make them feel their expenditure is worthwhile. The presentation of these products and services may vary depending on what you sell. If your product requires emotional decision-making, visuals must be appealing; if it requires rational decision-making, communication must include comprehensive details to instill trust and justify the purchase.

  1. Collect Big Data from the start

Gathering customer data or Big Data is crucial since retaining existing customers is cheaper than acquiring new ones. Building good relationships with customers through discounts or attentiveness during significant moments allows you to leverage customer data for further insights into consumer behavior, trends, and various situations, providing a competitive edge.

  1. Keep up with digital technology

In running a business or selling products, you must stay updated with the times and have knowledge of technology. As we fully enter the digital age, effective brand communication requires online channels to connect with customers and sell products. Today, everyone communicates through social media, so if you want your business to thrive in the 4.0 era, relying solely on offline sales is no longer an option. Additionally, having basic knowledge of content creation or graphic design will help establish a unique identity and create a network between your brand and consumers.

  1. Don't keep customers waiting

Today, speed and immediate responses greatly enhance customer satisfaction, especially for online businesses. The speed of responding to customer comments or messages is crucial; if you keep customers waiting, your sales opportunities diminish as they may choose to buy from competitors who respond faster.

  1. Listen to customer feedback

Listening to customer suggestions or complaints about your brand is essential for improvement. Even a single negative comment can affect the perception of other customers. Never dismiss customer issues as trivial; always remember that "the customer is king." Therefore, when you receive feedback or complaints, act promptly to enhance customer confidence and trust in your brand.

  1. Create a positive customer experience

In business or brand building, communication and creating a positive experience between you and your customers are vital. The decision to find a brand appealing or to choose a product may not solely depend on the customer's reasoning or emotions. For instance, Zappos, the world's largest online shoe retailer, once sent a new pair of shoes to a customer who missed the return deadline due to her mother's passing, along with a note and flowers to express condolences. This act demonstrated that Zappos is more than just a shoe store; it is a friend and companion to its customers.

  1. Be sincere with customers

It is no surprise that everyone appreciates sincerity, and customers are no different. It may seem strange to say, "be honest with customers or provide them with accurate information when mistakes occur," as it might appear unfavorable in their eyes. However, being sincere will foster trust and accessibility to your brand. Brands that are open and transparent will not only win customers' hearts but also create a lasting impression that spreads through word of mouth or social media, increasing brand recognition.

         Mr. Nattapong Jiraleertpong, Director of the New Era Entrepreneurs Development Institute (NEA), stated that currently, using various techniques or strategies is a crucial weapon for adding value and increasing sales, leading to profits and business stability. Therefore, entrepreneurs must prioritize the identity and spirit of their products and services. If they do not stay alert and adapt to consumer demands, their products and services may eventually be overshadowed.

The institute also has projects and activities to promote Thai SMEs and startups throughout 2019, such as the "Seed to Goal" project to elevate Thai SMEs to the global trading stage, the Young Exporter Form Local to Global by NEA project, and the incubation project for new entrepreneurs, "Realizing Thai Startups on a Global Scale," in line with the shared economy policy, which helps ensure that everyone in the country can access knowledge across Bangkok and the regions.

For entrepreneurs and those interested in more details, please inquire at the New Era Entrepreneurs Development Institute (NEA), Department of International Trade Promotion, phone 02 507 7999 or visit www.nea.ditp.go.th, facebook.com/nea.ditp.

Thank you for the information from: New Era Entrepreneurs Development Institute.