[Clean Slate Brand, Lockitron: Home Security Via Smartphone App]
Conventional wisdom has always been that itâs hard to bring a new product to market because consumers have an inherent preference for the familiar. Humans are hard-wired to resist change, because in our caveman days, change meant danger. So whether theyâre buying toilet paper for the bathroom or telemarketing services for their business, most people stick with brands they already know versus unknown new brands.
But that may be changing, Trendwatching reports, thanks to new consumer attitudes creating a preference for âclean slateâ brands. That is, new and unknown brands that are suddenly enjoying consumer approval.
Whatâs behind the clean slate trend? Several factors, Trendwatching says. First, big brands are widely perceived as tired or even evil. With just 33 percent of U.S. consumers saying they trust big brands, new, small, innovative businesses have a built-in edge.
Second, consumers are crazy for the new because thanks to social media, everyone wants to be the first to discover and share new trends. Sticking with the tried and true isnât seen as smart, but as stodgy. Since consumers can quickly find out from friends and family (what Trendwatching calls the âF Factorâ) whether a brand is worthwhile, the hurdle of gaining trust is lessened.
Finally, thereâs a fresh feeling to new products and brands that consumers like. Newer brands and businesses are typically leaner, more transparent and more flexible. And many new companies and products are based on socially responsible foundations.
So how can you benefit from the clean slate craze? You donât have to be a startup, or even be launching a new product or service, to take part. Hereâs how to wipe the slate clean for your business, no matter what stage youâre in.
Be Transparent
Complexity befuddles customers and makes them suspicious youâre hiding something. Make your customer service process simple and straightforward. Be transparent to your employees, too.
Share Who You Are
Authenticity is a big part of clean slate brands. Customers want to know whoâs behind the business, what they stand for and what the companyâs story is. Put your story on your website and in your marketing materials.
Interact
Social media makes it easier than ever to engage with your customers. Donât just push your messages out to them, but also listen to what they have to say and what they want from you.
Harness the Friend Factor
Solicit testimonials and reviews from satisfied customers. Ask them to share your business on social media and spread the word. Ask for referrals to others who might want to try your product or service. Recommendations build instant trust.
Be Socially Responsible
Donât try to force this, but if getting involved with causes can flow naturally from your business model, all the better. Tell customers what you do to help the causes you care about and show them how buying from you makes them part of the solution.
Work With Clean Slate Brands
Use locally sourced produce and meats in your restaurant and tell customers where itâs from. Highlight products from small, new or socially responsible businesses in your retail store or on your website. Partnering with other clean slate brands creates a halo effect that boosts your own business.
Visit the Trendwatching site for more examples of clean slate brands that are making waves.