How do you develop a brand with such power that it becomes a household name? Sound impossible? Well it’s not, and it can be done. It seems the secret to establishing relevance is to build a brand with meaning. Why? Well, a brand is more than just words. For people to pay attention to you they have to love you. Literally. A brand name is there to stand for your company and its ideas and products. In order to create that intangible “something” for your brand, you need to become more than just a name. You need to break with the old marketing traditions and embrace a newer, more relatable brand identity. Therefore start off a new year by breaking those old habits. Toss old technologies and come into a future where the customer can have a conversation with you.
In today’s society, individuals are constantly bombarded with messages, and as impressive as the human brain is, sorting through all of this information and remembering exact details can be a daunting task. Under this barrage of information, having a brand that is just a name will get you nowhere. In our era, this constant speed and inundation of marketing noise is driving companies to search for new ways to not just generate awareness of their brand, but to engage directly with the customer in order to make themselves memorable. And so should you.
Everyone likes a good story. However, no one likes a fairytale that poses as reality. When telling your brand’s story you must reflect real brand values, so as to offer your customers an insider’s glimpse of your brand’s culture and values. Customers want to know not only who you are, but also who works for you and how you are striving to improve the world in the bigger picture. Any business is a commodity, so you have to show yourself as more than that.
It is important to position yourself as more than just a firm that sells great products. Customers have continually showed a strong preference for value-driven brands that express their messages honestly over those who put shiny packaging around themselves to hide the truth. Just look at Volkswagen if you need proof. You need to bring honest meaning to your brand.
Brands Should Offer an Experience
While being authentic is one of the pillars of today’s marketing world, another important component to offer your clients is an experience through which they can engage with your brand. All companies want to create an ongoing relationship with their customers to help ensure their continued loyalty, however, doing so is a tricky balance.
As more and more brands are striving to interest their customers on a deeper level, the demand for more creative and meaningful engagements has exploded. Customers today are demanding to be more inspired, more entertained, and more emotionally hooked. The question is: how do you deliver? A good place to start is to come to the masses and social media is the perfect platform with which to do so
Use social media platforms to your advantage. By using channels that are already flooded with activity, you can make your brand more accessible to your customers. When you use these channels wisely and develop your content well, you can even cause a big splash. Content creation has been democratized with social media, which means that to keep up, brands have to not just create raw content, but also an environment that helps make sense of the brand and the message for consumers. Recently, these immersion efforts have led to increased visual and augmented realities that allow consumers to participate in and help shape their own brand experiences.
Even though it can be tempting to design blow out visuals and unforgettable logos, sometimes less is more. Creating branding with a streamlined simplicity that speaks to your consumer on more than just an aesthetic level. Showing them an understated design speaks of a calm and collected brand, one who is not shouting to the mountain tops that they are the best, but instead is maybe concerning itself with bigger issues like customer satisfaction.
Remember, it is still the message and not the medium that carries the most weight in marketing. The more immediately you can help your audience understand your product the better. We live in a world where marketing has effectively created a wall of white noise. It is now the job of marketers everywhere to break through this wall. One great way to do this is by going back to basics. Simple, easy to understand messages are the backbone of advertising. If your customers do not understand what they are buying, how can you ever expect to engage them on any meaningful level? By humanizing your brand and conducting your marketing like a conversation with consumers you are showing that you understand human connection. It is this key element of human connection and conversation that will create a strong emotional bond with your customers and keep them loyal to you for years to come.