Branding a business isn’t just about promoting a product or service. In today’s digital world, people are inundated with advertisements and commercials through a variety of channels from emails to social media, leading some to ignore the constant claims of product superiority. That’s why it’s important to connect with an audience in an impactful and inspiring way.
The brand promise, which is the value or experience customers can expect to receive every time they interact with a company, has transformed dramatically over the last 70 years. Pre-1950’s, most brand promises were straightforward – mainly focused on the benefits of a product. As the 1980’s approached, people began associating themselves more with brands, ingraining them into their everyday lives. Nike for example, the top manufacturer of footwear and apparel stressed innovation and inspiration and soon became a prominent household name and lifestyle.
Creating a brand that motivates and inspires.
A successful brand today encompasses much more than a flashy logo or memorable slogan. Brands are learning to motivate and inspire consumers through unique approaches that involve effective messaging blended with breakthrough creativity. It’s become increasingly important to focus on what consumers really want, rather than what the business needs. This includes finding ways to connect on a more personal and emotional level. If an organization’s brand promise falls short of communicating the true value the customer will gain, a disconnect becomes apparent between the brand and consumer.
But how does a business predict what a costumer defines as true value? It starts with being an attentive and empathic marketer. This strategy requires an understanding of what your ideal consumer cares about on a deeper level. It requires a balance between data and a more emotional understanding of those you serve.
Build data-driven personas to help define consumer value.
Utilizing data to enhance your brand identity can actively influence your ability to communicate value effectively to consumers. This, of course, requires some digging, but can be as simple as compiling a short list of your ideal customers. Begin identifying key demographics and other characteristics of these individuals. From here, you can begin to focus on delivering a consistent brand message that personally and emotionally relates to these consumers.
Focus more on building confidence, loyalty and trust.
The ability to understand and share the feelings of your ideal customer will set you a part from competitors who are more often than not, strictly focused on attracting new business. What do customers want to feel when they interact with your business? What will earn their trust? How can you make their experience as comfortable as possible, while pursuing them on a more personal level? Today’s most successful brand strategies are focused on the ever-changing needs and values of the customer and deliver a consistent, relatable story that truly resonates.