Consumers today more conscious and astute than ever, which means organisations have to change the way they operate. Brianna LaTorre known as 'lip bunny' and Kelsey Kaplan are well aware of this, making it even more important to stand out among the competition. To attract discerning customers and take centre stage in the industry, LaTorre and Kaplan have espoused the following strategies.
Know your target audience
A successful business should always clearly identify its target audience. LaTorre cautions this is not a one-time observation as a company must stay abreast of what that audience needs and wants. This will likely evolve, and the business should be dynamic in order to keep up with consumer expectations. The quickest, easiest, and most cost-effective way of doing this is social media. In order to find out what customers want, use these powerful platforms to go directly to the source. Think of this as 21st century market research minus the time and expense such studies once required.
Have a strong brand voice
From day one, Kaplan has established a strong brand voice and never strayed from it. One of the key aspects for standing out in your industry is consistency as it creates customer loyalty. If you stray from that voice, you risk losing customers and failing to attract new ones. The world’s most successful companies have utilised this technique and as it has clearly worked for them, Kaplan is confident this tried-and-trusted method will work for others too.
Think outside the box
If you want to stand out, you must think outside the box, according to LaTorre. It’s not just a matter of doing things better, it’s doing things in a way that are memorable and make an impact. You can stay close to your brand voice but do something completely off the wall at the same time. People love catchy campaigns and those that generate a strong connection with the brand. So do something that will have people talking.
LaTorre has utilised these techniques to not only stand out from the competition but scale the business by attracting scores of target customers. Thanks to a well-established brand that delivers a strong sense of authenticity, LaTorre and Kaplan have always kept things simple and listened to consumers in order to deliver what they wanted.