Just like in any race the goal in business is to win. you can’t afford to come in second place. In today’s highly competitive market, it’s critical to develop a strong, effective, and creative strategy that also prepares for the unexpected.
Too many times businesess focus their attention directly on attacking the competition. Instead of trying to keeping up with the competition, turn your focus on your business, highlighting who you are and what makes your product or service unique.
here are what we believe are five powerful strategies to help our Latino-owned businesses stand out in a crowded L.A. market, along with inspiring examples of successful Latino entrepreneurs who have elevated their brands.
- Create an Engaging Experience and Build Customer Interaction
Customers want to feel connected to your business. They want to interact with your brand, experience your products, and build trust before making a purchase. Just like a child in their first chemistry class, potential customers want to experiment, touch, and test before making a decision.
Take Goya Foods, the largest Hispanic-owned food company in the U.S., as an example. Goya built its brand through community engagement, in-store tastings, and events that allow customers to experience its products firsthand. This type of direct interaction fosters brand loyalty and builds long-term customer relationships.
- Offer a 360-Degree Customer Service Approach
Modern marketing is about more than just advertising. Customers expect a seamless experience from the first point of contact to post-purchase support. A 360-degree strategy means looking at your business from all angles and ensuring excellence in every customer touchpoint.
Beautyblender, founded by Latina entrepreneur Rea Ann Silva, disrupted the makeup industry with a simple yet revolutionary product. What made Beautyblender stand out wasn’t just the product but the way it engaged customers with tutorials, influencer collaborations, and outstanding customer support.
To apply this to your business, analyze your customer journey and identify gaps. Where can you improve? How can you make the buying experience easier, more enjoyable, and more memorable?
- Give Your Brand a Strong Personality
A brand isn’t just a logo or a tagline—it’s the personality of your business. It should have a distinct tone, a recognizable voice, and a clear message. Your brand identity should make it easy for customers to identify your business before they even see your name or logo.
A perfect example is Taco Bell, founded by Glen Bell but heavily influenced by Latino flavors and culture. Through its bold branding, humorous marketing campaigns, and distinctive voice, Taco Bell has created a brand that’s fun, edgy, and instantly recognizable.
To craft a strong brand personality:
- Define your brand voice (Is it playful, professional, or empowering?)
- Stay consistent across all platforms
- Differentiate yourself from competitors by telling an authentic story
- Find Untapped Market Opportunities
One of the best ways to stand out is by identifying gaps in the market and filling them with innovative solutions.
Consider GRITSY, a Houston-based Latin food company that saw a demand for healthier Latin food options. They filled this gap by offering organic, plant-based Latin-inspired meals, attracting health-conscious consumers who still crave traditional flavors.
If you notice an underserved niche in your industry, take advantage of it. Solve a problem your competitors aren’t addressing and position yourself as the go-to brand in that space.
- Build Customer Loyalty Beyond the Sale
The relationship with a customer shouldn’t end after the transaction. One of the keys to long-term success is fostering brand loyalty through excellent follow-up service and engagement.
A great example is El Mejor Nido by Nestlé, a brand initiative that creates recipes, cooking tips, and family-oriented content targeted at Latino audiences. By providing value beyond just selling products, Nestlé keeps customers engaged and loyal.
To create loyalty in your business:
- Offer personalized follow-ups
- Send exclusive offers to repeat customers
- Provide helpful content related to your product or service
Branding is more than just a marketing tactic—it’s the foundation of a successful business. A strong brand helps you:
- Stand out in a competitive market
- Build emotional connections with customers
- Create trust and credibility
- Increase brand loyalty and repeat business
By taking inspiration from successful Latino entrepreneurs and businesses, you can create a brand that not only survives but thrives in today’s competitive landscape. Invest in building a unique identity, offering a seamless customer experience, and fostering long-term relationships. Your brand is your legacy—make it count!
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