Name Brands and Optical Displays: Why Your Stereotype Matters
What do Coach, BMW, and Apple all have in common? Besides being very successful companies, they are all brands that convey a very specific stereotype to their audience. When the average person thinks of these companies they already have expectations and standards of the actual product they are purchasing, and also from the company who makes the product. When you buy a BMW you aren’t just buying a car, you’re also buying the brand. These stereotypes don’t just exist for major companies like BMW, but also among smaller markets (like the optical display market), and they really do matter.
Behind every purchase a consumer makes, there are distinct psychological reasons that influence their decision making. Some of these can be based on the consumer’s demographics but some of them can also be based on a company’ stereotype and the preconceived value and quality of a product. These stereotypes can either help or hurt a company, and are important for companies to pay attention to because they directly affect what a consumer is going to expect from a company. This then affects their experience and satisfaction with the company and brand itself. You wouldn’t expect your brand-new BMW to break down on your ride home from the dealership just as you might not expect great customer service from a man selling hotdogs on the street corner.
So how do you make sure your customers are getting what they expect? The first step would be to find out what your company’s stereotype is. Assuming that you find positive results, enforce what you find. If you own a company that makes the most fashionable glasses, emphasise it. Let everyone know your company is the best, but make sure you can live up to your reputation (otherwise customers will be disappointed by their experience). Go above and beyond what a customer would expect from you. If you own the most fashionable glasses company, make sure everything from your customer service, to your optical display matches or exceeds what a customer would expect.
If you discover your company currently has a negative stereotype amongst customers, find out why and change it. If your glasses company is lost among larger more established brand names, find a way to stand out. Maybe a unique optical display would help to draw attention to your product or even help to create a high-end brand image for your company. If potential customers have low expectations, it will be easy to wow them with simple fixes, such as the aforementioned optical display or improved customer service.
Despite your company’s current stereotype (positive or negative), there is always room for improvement. Attention to details that customers would not think of are always a good place to start. An optical display serves as an excellent example. It is one detail of selling glasses an average customer wouldn’t think about, but can play a role in selling your product, and your company.
To read Rodger Dooley’s article, please click here.