Three key points to building a Brand to connect for
Maybe it couldn't be a surprise for anyone when we put it in perspective but, we live in a visual world, full of mediums that enrich our senses every single day and this reality reflects directly when we think of brands around us. We often think of logos, color walls, seductive (and sometimes cheesy) taglines, and occasionally well knows celebrities drinking a cup of famous coffee or getting a sexy perfume, but a brand is much more than this.
And on the other side, when we think of a brand we usually associate the terms innovation and disruption as the main pillars of a commercial face, but how true is this affirmation? Do we have to relegate the "experience" as just a sweetened thing of a fair show?
Well, let’s put some things over the table, we are in a competitive world, and yes, this kind of competitive arena, pushes us to focus our attention on ephemeral things as an overdose of visual stimulus and quick reward experience that left so little space to let a brand grow properly inside each customer. But don't worry the battle is not finished and as soon as we work hard on establishing a strong foundation for our brand, our long -terms goals could be more fruitful.
In simple words, a brand, your brand...is the experience your company provides to customers throughout their buying relationship with you. Every customer touchpoint is a brand moment. a journey hard to evade. And of course, this patch can be built with a proper strategy.
To help you cultivate a strong, positive brand image with a great narrative we select three of the most essential highlights to get a warm brand where to seek shelter:
Story
As we mentioned before, a Brand is the accumulation of items, many of them directly connected with emotions and more especially on how you present your story to the world. Now I think, more than ever, we need to think not only about Stories to tell but also to offer a clear narrative to compliment that story, a concise, streamlined story that acts as the platform for an organization. A brand narrative is not a script that repeats as a broken calling machine, but a messaging framework that let your customers interpret your story through their own life experiences. this is a productive way to create a link between you, your goals as a brand with your customer desires. Charles Revson, the founder of Revlon, famously said, “In the factory we make cosmetics; in the store we sell hope.” Stories can change brand perception more than anything else, but they have to be authentic in order to resonate.
Following this idea, I can offer you these key headlands:
Truthfulness: We live in times when information is cumulative and easily accessible. Lying is not an option if what you want is to offer a reliable and transparent story.
Promise: No more superficial decorations, no more overexposure, no more gassy arguments, no more wanting to achieve world peace. A brand promise should be a that simple and direct goal that your brand is willing to achieve every morning. And of course, the strength of this promise will be measured insofar as each of your efforts is reflected in achieving this search, without selfishness in between. The client is much smarter than you imagine and is also extremely fragile when faced with unfulfilled promises.
Content
The content of a brand has evolved over time, sometimes with better results and others with dire failures, and today more than ever, the term "content" has taken on unprecedented relevance. Unfortunately, the title is stronger than the substance itself. For years, Content Marketing has been the compass by which every promotional effort has traced its own path but leaves out crucial points that a brand should not miss. Originality in this case is diminished by an avid interest in numbers, statistical scope, and actions that cannot and do not have the necessary longevity for a brand to stand out to the right customer.
On the other hand, the term "Brand Content" concentrates its efforts on an introspective process. It focuses on the values of the brand and not on the product or service, it is creative but realistic, and it contains the profit motive for expression efforts.
The generation of valuable content, capable of transmitting authentic emotions, will help you connect with more people, many of whom are enthusiastic about interacting with this proposed content, a fact that strengthens the construction of a faithful community.
Fraternity
While positivity can be somewhat artificial in a wild world and within a predatory industry that largely prioritizes profits, empathically aligning a brand with someone else's dream is a refreshing stance that many companies today, especially emerging ones, begin to adopt, having incredible results. It is not only necessary to be authentic or to be an open book in terms of our life story, but as a brand, we must be able to sympathize with the person next to our niche client. This attitude, without pretensions, generates a warm circle in the tribes that gravitate around our brand. Selfless actions bring "soul" to our firms and strengthen the long-term bond between brand and client. Today is when we must think about generating movements and conscious fans.
One of the examples that condense this idea occurred in a clear moment of uncertainty for everyone. The arrival of an unexpected pandemic undermined businesses around the planet but also allowed many brands to express their solidarity, bringing help to desperate markets without a commercial approach involved.
I mentioned above that such efforts are not free, a kind of mutual empathy between brand and client is of course expected, but actions such as these can only be well received if the moment is right and if sincerity prevails, especially in times of acute crisis. . For the fashion sector, the blow was very hard, in many cases losing billions during the outbreak, however, these brands considered it prudent to reverse the uncertainty with different shows of tangible solidarity. During the start of the pandemic, the LVMH group, the world's leading luxury manager, donated 2.2 million dollars to the Red Cross Society of China, in addition to converting many of its perfume factories into disinfectant manufacturers, followed by Moncler with $10.9 million for the Milan emergency units or even more ambitious actions such as those carried out by the jewelry house Bulgari that established a Covid research center in collaboration with Oxford University.
Brand communication is one of the essential elements of a global strategy, but it should not be underestimated, much less left aside as a static and inanimate element. Every brand is a living entity that breathes thanks to the action of its components. These points, previously named, are not the only ones, but it is a significant first step to determining solid pillars that can support the movement of your brand towards the market, but more importantly, towards the hearts and minds of your customers.
Remember that we live in a highly saturated market and originality does not go through whoever created this or that, it is about building and expanding an original and unique message that represents you to achieve deep connections that stand out.
