IN a highly saturated online trade, being different is the name of the game. Creating a one-of-a-kind brand amid a highly crowded marketplace, therefore, is not that easy, especially for a new entity.
Establishing its own identity that is distinguishable enough for customers to recognize it among other many players is a tedious process for any type of business. With this in mind, established industry mentors taught start-up founders, business owners and entrepreneurs how to create their digital identifications.
Standout with a unique brand
A BRAND is an important component of an individual, company or product to be perceived by those who experience it.
“Strong brands affect consumer purchasing decisions. Brands help set budget priorities for consumers. Sometimes more than economic considerations, brands alter and impact purchasing,” Brad Geiser, chief executive officer (CEO) and cofounder of GeiserMaclang, said during the recent third and final leg of 2022’s Shell LiveWIRE Virtual Homeroom.
For enterprises without a strong brand, he cautioned that they will “be crowded out by someone who does.” According to him, there are two aspects of branding.
“From a marketing perspective, it’s the public ownership of an idea, image, or emotion that is commercially relevant to a segment of a population and which is tied to your industry and category,” he explained. “From a start-up perspective, a brand is a badge that indicates you are recognized for having solved a need for a community.”
Catching customers
KNOWING your customers is pivotal in the digital space. Given this, it’s important for e-commerce players to break down their target market.
“You are not selling the product—you are selling a solution to a problem, and get in the mind of your audience and understand what they care about,” Robinsons Land Corp. Head of Marketing and Growth for e-Commerce Donna Santos said.
“When you do your audience research, it’s important to find what content they’re consuming and what social media they’re using,” she added. The top executive enumerated the four goals that any digital marketing campaign should win from the customer: Attention, interest, desire, and action. She reminded them of the challenge: “You have less than three seconds to hook the customer.”
Wiring up enterprises
PILIPINAS Shell’s flagship global enterprise development program Shell LiveWIRE is a premier community and tech start-up accelerator in the country. It serves as a platform for thriving business founders to pitch their innovative concepts, and make their business designs viable, readily scalable and attractive to investors.
Now on its second year, it has engaged over 700 young Filipino innovators, including community and social enterprises, and over 20 successful start-ups receiving support via training, mentoring, and capital funding.
“Guided by our mission in nation-building, Pilipinas Shell Petroleum Corp. has been actively supporting the country’s start-ups and budding entrepreneurs in developing their businesses through Shell LiveWIRE,” Pilipinas Shell Vice President of Corporate Relations Serge Bernal said.
“Through this program, Shell helps Filipinos turn their ideas into viable and sustainable businesses. In addition to providing expertise, Shell LiveWIRE may also provide additional capital for either start-up or expansion purposes, as well as an opportunity to be integrated into the Shell Value Chain.”
Shell LiveWIRE was made to help strengthen local economies by promoting entrepreneurship and meaningful employment. It continuously supports businesses that are on the cutting-edge of innovation.