Branding is one of the most vital parts of a thriving business. It’s how you stand out from the crowd, and it’s what your customers feel when they think of you. It’s the promise you make to your customers, and your business’s success depends on how well you fulfill that promise.
We’ve all seen brands change and grow throughout the years. Brands change, evolve, and mold in order to fit different changes in the market. Most brands who’ve stood the test of time use these three ways to differentiate themselves and stand above their competitors.
1. Sell emotions
If you look at great brands, you’ll see trends emerge. There are many traceable and tangible variables that can be monitored and valuable information to learn from them. First and foremost is that most brands sell emotions.
When people are first learning about your product or service, what are the emotions they are feeling? As they move from a cold/unaware person to a warmer and more educated lead, what emotions and thoughts do they have about your product and service?
Map the customer journey using emotions as the basis for transformation and let your marketing then speak to each segment as they move through the conditional logic that is your marketing funnel.
2. Consistency is key
Consistency is the key to any branding campaign. Since branding is a promise, you make to your customers. This promise must be made consistently throughout your front and back-end marketing campaigns to maintain integrity.
Define your brand, create a consistent message that speaks to your audience’s emotions, and make sure you continually measure any and all new possible products, services, or marketing channels against who and what your brand is. If it fits, run it. If it doesn’t, you’ll know, and saying no will be so much easier.
3. Create Community
You’ll find that communities are created inadvertently by large brands. If you own a Jeep Wrangler , you’re a part of a club that only Wrangler owners can be in. That community of enthusiasts then created more containers for the community online through forums, Facebook groups, and other places to gather and exchange knowledge.
Great brands create communities and places for their customers and clients to congregate, communicate and create new relationships. This type of community creates 2 powerful psychological processes.