As an integrated marketing professional, I see many fundamentals that translate to the digital world and other that had to be created to coincide with the development of the digital world.
Following are eight things to consider to ensure your brand’s success today:
- Your brand is your story. It’s what you are about. Your story must be different and matter to consumers. This emanates from your strategic positioning — the long-term positive differentiation of your brand. What is your story?
- Branding are the signals you send out. It’s how your brand connects with consumers. What’s relevant? What’s resonating? If you don’t know — ask!
- Signals are the proof point of your story (anyone remember rationale?). They’re better if they are unexpected and woven into the experience. Find the difference that matters. Find the answer to the question, “did you ever wonder why?”
- Look for new and unexpected places to tell your story. American Express has set up living rooms in busy, upscale shopping malls. Where can you reach your target audience, and provide something of value, where they would least expect it?
- Consistency of voice and message is important. Does everyone on your team know your brand story? The signals? Do they “get it?” Are they speaking with “one voice?”
- Don’t underestimate the power of word-of-mouth. It’s more important today than it was 10 years ago when it was the most effective form of marketing. Look for opportunities to generate experiences that will lead to positive word-of-mouth marketing about your brand.
- When you connect with a person or a group, push it. Don’t let the momentum die. Give them a reason to continue the dialogue. Take the opportunity to convert them from customers, to satisfied customers, to loyal customers, to raving fans.
- Be ready to manage “detractors.” Respond rather than react. Engage them in a dialogue to understand their needs and wants and identify what you can do to convert them.
Key take aways:
- Have a brand story — a difference that matters, one that is simple and sticks, one that links to a purpose.
- Whoever has the best brand story wins and doesn’t have to yell very loud.
- Before you worry about telling your story, get your story right.
- For effective branding, ensure your signals are consistent and build a memorable experience.
What are you doing to ensure your brand succeeds today?