Buying jeans isn’t easy for anyone, but it’s especially difficult when you’re shopping for cool-guy jeans with a dad-jeans body.
The choices are staggering. There’s selvage, raw, distressed, boot-cut, straight leg and skinny varieties. After a 20-minute Internet search, I was soon teetering under 210 pounds of denim in a trendy men’s store in Austin’s South Congress district. Then after being confronted with a myriad of choices, I found the perfect pair.
But imagine that search happening at the peak of the holiday shopping season. Consumers simply don’t have the time to do the necessary research. They’re stressed and overwhelmed, and they’re going to make the choice that’s easiest.
As an entrepreneur, trying to get your brand seen and trusted can feel almost like attempting a new art form. After all if a sushi chef misses some of the highly toxic bits during food preparation, you’ll die. But prepared correctly, the sushi can be a sublimely rewarding experience.
Here are some crucial elements that can make placing your company’s product in the hands of consumers a lot easier:
Related: Content Is a Kingmaker. Borrow This Blueprint for Fashioning Your Own.
1. Curate an audience.
Distribution of marketing content is critical. Traditional media and digital media are no longer enough to ensure that consumers know about your brand.
Joshua Bingaman, founder of HELM Boots, is disciplined in his company’s branding strategy. He researched all the possible personas of consumers who buy boots into and came up with one that’s relevant for his company’s brand.
Through social research and intuition, he determined that his buyers would only trust his artisanal boots if they were excluded from sales sites.
