Consumers have been inundated with commercials since birth to the point we’ve become numb to traditional advertising. People buy from people they know, like, and trust. You can overwhelm a potential customer with stats and information on why your product or service is better than the competition and then watch their eyes glaze over as they emotionally check out. It’s your brand that sets you apart from the herd. Your brand is that intangible marketing tool that helps shape the personality of your business. It’s the emotional connection consumers make to your company. Successful branding gives you a significant edge on your competition. One caveat though – you can only influence how others see you, ultimately the consumer will define your Brand. That’s why it’s important to be as authentic as possible when trying to communicate your brand to the world.
A prime example is Yeti. Yeti makes coolers but the outdoor lifestyle is their brand. Yeti’s highly successful branded short films convey that lifestyle and connect with their audience in ways most companies can only dream of. Think about it - people don’t put Yeti stickers on their bumper because they’re cooler fanatics. They do it because they strongly identify with the brand.
So, how do you reach people on that level? Tell your story. Your story can cut through the noise in a way that will be remembered, shared, and create real connections with consumers. To know someone is to know their story. Don’t be afraid to show vulnerability here. In fact, you should embrace it. People relate to your struggles and will be inspired with your successes. Consumers are moved by authenticity. They don’t like being told what to buy and what to think. By leveraging the power of your story, you empower them to take ownership and make a purchasing decision they believe in. Define who your ideal customer is and speak directly to them. Explaining your purpose, your passion, and what motivates you to do what you do creates an identity that clearly communicates to your client base the value you bring. This will create a more lasting connection to your brand.
Tell Your Story
Here are 3 important steps to help build that connection…
1. Develop your style.
Your brand is ultimately a reflection of who you are and what you stand for. To get the most out of working with an agency or your internal team, be objective an open to defining your core values and discovering the best methods to express them. Your style and your message must be congruent. Which leads to step 2…
2. Be consistent.
Tell the same message across all platforms – Website, videos, social media, print, emails. Consistency drives your message home. If you’re a luxury brand, all of your media and collateral should reflect a luxury experience.
3. Give value.
The new era of marketing is about giving value in the forms of entertainment, information, or inspiration. If you’re asking someone for their time and attention, they will expect something in exchange for that. Provide them with something they can use. Giving tips, advice, or simply pulling back the curtain to show your process illustrates your expertise and passion. Focus on substance and give away work that matters to your target audience. The byproduct of sharing your experience is gaining attention and building trust.
Communicating your brand effectively is too narrowly focus on your ideal customer and speak directly to them. Understand who your niche market is and empathize with their needs. Reach out and help them to solve their problems while providing a meaningful and/or entertaining experience and you’ll create a true fan. Someone who willingly shares this experience will organically build your community. And always remember, passion is contagious.
For More information visit: www.9gfilms.com