Branding the Way into Buyer's Initial Consideration Set

Small Category, Big Challenges

Category creation in marketing is akin to blazing a new trail in a dense forest—you’re introducing a new concept or product into the market, essentially establishing a category that didn’t exist or was poorly defined before. A prime example is how Drift pioneered the conversational marketing category, while Island is spearheading the enterprise browser category.

Jess says that while the prospect of creating a new category is exciting, it comes with significant challenges. Educating consumers about a novel concept from scratch can feel like an uphill battle. It requires extensive patience and perseverance because you’re working with low search volumes, minimal awareness, and the need for extensive education.

Jess explains that consumers may not even recognize the problem your product aims to solve, making the task of garnering interest even more challenging. Despite these hurdles, success stories like Drift and Slack demonstrate that overcoming these challenges is possible.

For marketers, the opportunity to engage in category creation is both rare and rewarding. Jess, for instance, considers herself fortunate to have embarked on this journey, inspired by the experiences of industry pioneers like Dave Gerhardt. She sees category creation as an opportunity for experimentation and growth, where failure serves as a valuable learning experience. In this unexplored territory, marketers have the freedom to experiment with unconventional strategies and adapt based on feedback and insights gained along the way.

Standing Out in a Sea of Competitors

Marketers may very well go through their careers without navigating the waters of category creation. However, the majority of marketers will likely experience the thrill of over-crowded, saturated markets–think the CRM, MarTech, or cloud computing spaces. There’s a big pond with way too many fish vying for a meal to stay alive.

Jess has worked in both spaces and says that regardless of the market, the secret to success lies in branding. For saturated markets, “you can’t position yourself as better.” She says the winning play is actually, “How are you different?” This could mean catering to a specific segment of the market, offering tailored solutions, or providing a distinctive customer experience.

Differentiation extends beyond functionality; it encompasses the essence of your brand. Jess underscores the importance of defining what your brand stands for, its tone of voice, and the values it embodies. In essence, your brand identity becomes a potent tool for building loyalty and attracting customers in a sea of similarity.

Drawing from examples like Target, Jess illustrates how brands can carve a niche by offering more than just products or services. Target’s appeal transcends mere affordability, drawing customers with its curated offerings, collaborations, and unique shopping experience. Similarly, in the CRM space, even a seemingly minor feature like HIPAA compliance can serve as a powerful differentiator, especially in specialized sectors like healthcare.

Jess advocates for a strategic approach to differentiation, urging businesses to identify their unique selling propositions (USPs) and craft compelling messaging around them. By pinpointing what sets them apart and effectively communicating that value proposition, companies can sway customers away from the status quo and towards their offerings.

In essence, differentiation isn’t just about being different—it’s about being distinctly better in a way that resonates with your target audience. It’s about finding those “little gems” that solve customers’ pain points and compel them to choose your brand over the competition. By honing in on these key differentiators and refining their messaging, businesses can navigate saturated markets with confidence and capture the attention of discerning consumers.

Differentiating via Unbranded Search and Influencer Marketing

Gaining a spot in your buyer’s initial consideration has never been more important than it is today. Marketing analyst and former Closing Time guest Dale Harrison compiled data from Forrester and Gartner to conclude that if your brand is not in that day one set, you have a less than 5% chance of closing the deal.

Jess offers valuable insights into two strategies that can help brands secure a spot in this consideration set: unbranded search and influencer marketing.

Unbranded search, Jess explains, is akin to finding a side door entry into the consideration set. By addressing tangential problems that your target audience faces, even if your product doesn’t directly solve them, you can still provide value and catch their attention. This approach boosts awareness, positioning your brand as a viable option when customers are evaluating their choices. Jess emphasizes the importance of analyzing high-volume, low-competition search terms that may not directly relate to your product but can still attract potential customers.

In addition to unbranded search, Jess underscores the power of influencer marketing in humanizing brands and building trust. In today’s landscape, where people prefer to buy from individuals they like and trust, aligning with influencers who resonate with your target audience can be highly effective. By collaborating with influencers on content creation, webinars, or podcasts, brands can leverage the influencer’s credibility and reach to introduce their products to new audiences.

Jess highlights the synergy between these two strategies, suggesting that they can complement each other effectively. Borrowing clout, as Val puts it, involves engaging with influencers to tap into their audience while also focusing on building trust through unbranded search. This trust by association can significantly enhance a brand’s credibility and appeal.

Furthermore, Jess emphasizes the importance of customer proof, citing it as a potent tool in building credibility and trust. By showcasing success stories and testimonials from satisfied customers, brands can reinforce their value proposition and inspire confidence in potential buyers. Jess shares her own experience at Island, where she meticulously plans customer outreach to compile a library of social proof across various verticals.

Branding Beyond Color Schemes and Logos

While features, benefits, and ROI are undeniably crucial, branding plays a pivotal role in leaving a lasting impression on customers.

Branding isn’t just about logos and color schemes; it’s about the emotional connection that customers forge with a company. Every interaction, whether it’s reading content, watching a video, or speaking with a team member, contributes to shaping this connection. Therefore, it’s imperative for businesses to define their brand identity clearly and consistently across all touchpoints.

Branding and the consideration set

Establishing brand guidelines helps ensure that everyone within the organization understands what the brand stands for and how to communicate its values effectively. This includes determining the brand’s voice, topics of discussion, and even opinions on certain matters. By aligning their messaging with the brand’s identity, companies can build a strong and memorable brand presence.

Jess acknowledges a shift in focus from data-driven marketing to a renewed emphasis on branding. While data analytics are valuable, they can’t capture the emotional resonance that a strong brand evokes. Branding not only sets a company apart but also fosters trust and loyalty among customers.

Ultimately, branding keeps a company top-of-mind, even when immediate conversion isn’t on the horizon. Customers may not need a company’s products or services right away, but a strong brand ensures they’ll consider it when the time comes. Unlike data points, which quantify behaviors, branding encapsulates the intangible feelings and sentiments associated with a brand, making it an invaluable asset in today’s competitive landscape.