Your brand as a guide -by Esther de Waard
There are hundreds of other brands available that offer similar products and services (or relevant substitutes), but at the decisive moment you want the consumer to of course choose you. But how do you make sure they do?
Brand positioning
We know from research that consumers (e.g. generation Y) want to connect with a brand and tend to bind themselves for the long term to a brand that conveys values that reflect the personal values. So our first priority is to develop a strong, positive brand identity. A clear brand identity that subconsciously evokes positive associations. Ask yourself who do you want to be? Keep in mind your target group. Understand what drives your audience in order to shape your brand story. What motivates them and what preference they have? Also think about your competitors and category. Which characteristics do you want to be the same, where do you want to differentiate, where do you want to be compared to others, where do you want to stand out? A brand name, a logo, the colours of your site… it all starts with who you are and what you mean to others. Make a clear choice choosing a brand positioning.
The brand message
The success of a brand depends on the personality of the brand, the brand values, the shop formula that communicates the brand, the target group and the specific conditions at the point of sale. This all has to be aligned and to be of value to a consumer. In a world where brands and organizations are constantly fighting for attention many focus on the countless communication channels with little thought for the brand message… the most important. It defines the long-term relationship between the brand and the consumer. It’s not a tag-line, but needs to give direction to everything you do. When creating your brand message make sure it is relevant, authentic and distinctive.
Evoke positive emotions
Only through consistent storytelling people will start talking about you. Consumers recognize and value brands because of a clear and consistent promise. But remember in the end you build a brand not to by promise what you promise but doing what you promise. Create brilliant content. Or engaging content, that offers value and evokes emotions. We know from (neuromarketing) research that the real (purchase) decision is made on a subconscious, emotional level. In their opinion about products consumers mainly weigh emotional aspects. This is why influencing ‘experience’ to customers is so important.
Internal and external
Make your audience/target group enthusiastic, but do not forget the people who work with or for you. Your brand is as strong as the people that are working with it. This is why internal branding is as important as external branding. Only if these two are aligned it can become a success. You only have a chance to succeed if there is a commitment within all levels in your organization, from shop staff to management.
Innovate
It is important to keep innovating as a brand. But keep in mind that that doesn’t mean that you change character. People emotionally relate to a brand! That is why you have to be very consistent. In all your business touchpoints: e.g. email, newsletters, press releases, promotions, delivery drivers, blogs, social networks, sales team, tradeshows, in-store experience etc. Everything has to work together to reinforce your brand. Keep in mind the building blocks for communication: you have to get noticed, recognized as a sender, understood, be relevant and appealing.
