It’s no big secret that being in the digital age is a great thing for companies, as they are no longer bound to traditional methods of advertising. Ever since the rise of social media, companies have enjoyed an ever-increasing level of freedom in terms of how, when, and where they want their advertisements to show, as well as who they want to show it to. This then leaves us with the question, how do you set yourself apart from the sea of competitors whose products might be somewhat similar to yours? The answer is rather simple, it all depends on how you brand yourself.
You see, advertising is as much about branding as it is about how you market yourself. Branding is still as useful today as it is back before the advent of the internet, and it’s arguably even more so today. As the market is getting more and more saturated from the influx of new products flooding in at different price points, customers have so many more options now than they’ve ever had. So how do you, in the perfume industry; an industry is known to be so competitive that it takes years to establish a hold on the market, set yourself apart?
The first thing you can do is to tell a story. Tell your audiences what your reasons for starting the company are, but tell them what you believe in. Give your audiences something that they can be a part of. Not only will telling a story help you set your company apart from the rest of the market, telling your story also provides a point of connection between you, the company, and your audiences. In the long run, you’ll see results in the form of brand loyalty as you see customers coming back for more, as long as they believe in you, this isn’t something you should be worried about.
Be genuine. Tell them the truth, what’s your goal for the company, tell them what sparked your interest in creating the products that you’ve made, give them a sneak peek into what goes on in the background, show them your team, let your customers know that unlike larger corporations, you’re still human and you treat your team members like the human beings they are as well. The last thing you want to happen is for your prospective customers to think that you are being disingenuous, this not only will result in you losing your customers, but will also have the potential to push away anyone already interested in your products.
Setting yourself apart from the competition has never been more important than it is now in the modern age. Perfume makers should be especially careful when it comes to branding their products, as taking one wrong step could mean coming across as being disingenuous which will affect the company negatively in the long run. The key takeaway from this is, as long as you remember to keep your branding honest, genuine, and as long as you remember to keep a good narrative flow when you tell your story to your customers, you should be good to go.