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What you say and what you show

Ever wonder how your brand is viewed by someone looking to buy your product or service? Compare what you say about your company internally with how you promote it to your market... do they match? Do consumers clearly understand the core essence of what you do, or are they somewhat confused?

To assess this, start by collecting all your marketing material and write down what you say about your business to potential customers. Then look at how this matches the essence and vision of your company. Is there a close alignment? One company who really knows how to match their vision with their customer communication is IKEA. How do they do this so successfully?

IKEA's Approach
 

 

IKEA have been very strategic with how they position their company. They have some core points that all their communication hinges on. These highlight their points of difference and consumers know very clearly what IKEA stands for. There is no confusion.

Customers know IKEA offers:
- Limited customer service
- Product self-selection
- Modular furniture
- Home furnishings for limited budgets and limited space
- Good design and function
- Practical products that solve essential needs for the home

Since IKEA’s strategy is to have limited sales staff and service, it is imperative their communications are very clear, with catalogues offering good explanations, diagrams, displays and labels. Their website is also very easy to navigate, prompting extensive ideas and inspiration for styling your home. They visually and verbally answer all your questions around design, choice, matching, limited space, delivery etc. They step you through all the processes of redecorating. 

What they say and how they visually represent their brand on their website and in their catalogues reflects their core strategy – they match and reinforce their messages. This has helped IKEA tell their story so the customer clearly knows what they stand for. Consumers then pass on their message to others. 

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