What does the scale show?
Posted: Tue Feb 18, 2025 5:35 am
Always be as truthful as possible and do not exaggerate . Otherwise, the customer might be disappointed and will not come back to you. Trust is extremely important, and this also applies to the next point.
Determine what you promise to your customers
Answer the question of what a consumer can expect from your brand under all circumstances. And we're not talking about what your products or services can do, but what value they bring to the company as a whole .
Take Patagonia , for example . This outdoor equipment and clothing manufacturer has been interested in ecology and sustainable production since its inception. The brand is based on deeper values, and has been doing so for a long time, which is why people really trust it.
On the other hand, occasional eco-fads in the style of green washing (disinformation spread saudi arabia phone number data by a company in order to present an environmentally responsible public image of itself) of some other brands can be quickly detected by consumers and can be rather damaging to the brands.
Evoke emotions
Emotions are why we prefer one brand over another , even when the products have identical features. They work primarily in the long term, when our feelings deepen and strengthen over time when we are repeatedly exposed to emotionally charged messages. Brands that can put people in a good mood over the long term simply have it easier.
You can also start comparing yourself to other brands and especially to your competition. But it's a thorny path and usually only big players can afford it, because you're entering into a conflict.
Don't forget that classic comparative advertising is prohibited in the Czech Republic . Nevertheless, some companies manage to find a way. It is not for nothing that they say that those who are looking for…
Sample of an Air Bank advertisement, in which it indirectly compares itself to Komerční banka
Sample ad from CZC.cz, who used the fact that they are number two on the market behind Alza as an advantage .
Determine what you promise to your customers
Answer the question of what a consumer can expect from your brand under all circumstances. And we're not talking about what your products or services can do, but what value they bring to the company as a whole .
Take Patagonia , for example . This outdoor equipment and clothing manufacturer has been interested in ecology and sustainable production since its inception. The brand is based on deeper values, and has been doing so for a long time, which is why people really trust it.
On the other hand, occasional eco-fads in the style of green washing (disinformation spread saudi arabia phone number data by a company in order to present an environmentally responsible public image of itself) of some other brands can be quickly detected by consumers and can be rather damaging to the brands.
Evoke emotions
Emotions are why we prefer one brand over another , even when the products have identical features. They work primarily in the long term, when our feelings deepen and strengthen over time when we are repeatedly exposed to emotionally charged messages. Brands that can put people in a good mood over the long term simply have it easier.
You can also start comparing yourself to other brands and especially to your competition. But it's a thorny path and usually only big players can afford it, because you're entering into a conflict.
Don't forget that classic comparative advertising is prohibited in the Czech Republic . Nevertheless, some companies manage to find a way. It is not for nothing that they say that those who are looking for…
Sample of an Air Bank advertisement, in which it indirectly compares itself to Komerční banka
Sample ad from CZC.cz, who used the fact that they are number two on the market behind Alza as an advantage .