Head to Fifth Avenue in New York City or The Galleria in Houston, and you’ll see that consumers are surrounded by endless choices.
From shiny storefronts to sleek online shops, people today are spoiled for choice. Adding to that is the fact that over 4,200 stores open each year. Walmart alone plans to open over 150 stores across the country.
When the marketplace is so crowded, being a new kid on the block is not easy. You’re not just competing with local shops; you’re up against established giants with name recognition and loyal followings.
There is a silver lining, however. You have the flexibility to move fast, connect directly with customers, and create memorable experiences without being weighed down by corporate red tape.
Strengthening your public image early can help you stand out and make people choose you over the many other options. Here, we’ll share a few tips on how you can build a lasting and powerful public image from the ground up.
#1 Do More Than Expected
Your business can make a powerful impression by surprising and delighting your customers.
These gestures go beyond basic customer service. Surprising your customers with more than they expect creates a lasting emotional connection and builds a fiercely loyal customer base.
Some U.S. companies have become famous for this approach. JetBlue is a case in point. A passenger named Paul Brown tweeted about not getting his Starbucks coffee before his flight. He was flying out of a smaller terminal at Boston’s Logan airport.
JetBlue’s customer service saw the tweet; within seconds, they acted. They got a venti mocha delivered to his seat on the plane. This simple act went viral online and boosted the company’s reputation.
To go the extra mile, you don’t have to do something elaborate. Something as simple as including a small gift with a purchase can wow your customers.
Handwritten notes are another powerful tool. Most communication today is online. This is why a handwritten note stands out. It shows you took the time to be personal. The note should not be generic, but specific to the customer.
#2 Deliver Value Before You Sell
Resist the urge to hard sell your offerings to customers. Try solving problems, instead. This approach is called value-based selling; it helps build trust with potential customers.
Content marketing is a great way to deliver value. Instead of ads, you can create helpful blog posts or guides. This helps to build brand awareness and show expertise. Not surprisingly, almost half of marketers planned to boost their B2B content marketing budgets in 2024.
Of course, you’ll need a website to make this work. Your site becomes the hub where all this valuable content lives, helping potential customers find you and learn from you.
Don’t have a website yet? Launching a website has never been easier than it is now. AI-powered website builders are simplifying website creation for businesses. Just share your business information, and AI wizards generate your website with a custom layout, images, and text.
What’s more? An AI website builder can monitor your site’s traffic in real time. According to Hocoos, it can automatically increase the server capacity to handle the load if it sees a sudden surge of visitors. So, your site stays fast and responsive.
#3 Take A Surgical Approach To Traditional PR
The ‘spray and pray PR’ approach is a waste of money. Sending a generic press release to hundreds of outlets is often not effective. The goal is not to get into every publication, but to get into the right one.
The most important step is to find the right journalists. You must target reporters who are genuinely interested in your story. Help a Reporter Out (HARO) can help you connect with the right reporters.
Another free option is to search for the hashtag #journorequest on X (formerly Twitter). Start with local publications first. Getting a feature in a local paper is often easier. It also provides credibility for pitching larger outlets later.
The best pitches tell a story, not a sales pitch. A great way to do this is with the problem-agitate-solution (PAS) framework. Start with a problem in the industry, intensify its impact, and finally, offer a solution.
Keep your PR pitch clear and concise. Start with an attention-grabbing headline and include key facts in bullet points. Use a factual writing style; a brief boilerplate is also a good idea. This provides background information on the company.
Building a Reputation That Lasts
When you’re new to the market, your public image is everything. It’s what helps people take a chance on you instead of sticking with what they already know.
If you focus on giving them a great experience from day one, your business won’t just get noticed, but remembered. So, commit to these principles, and your reputation will build organically from there.