The frenetic dance of business– you’re in it– whether you like it or not, your brand is in it. Whether you choose to sway with the market or stand by your traditions, your brand is in the midst of a cacophony of market demands, customer expectations, and growth targets. These buzzwords can either be music your brand can dance to or noise that distracts and drags you down. All brands hear the same notes, but not all brands take the time to learn the rhythm and dance to the beat.
In the previous article (https://www.craftmarketingandbranding.com/post/back-to-basics-5-brand-building-questions-to-ask-yourself-part-1), we challenged ourselves to hit pause on trend-chasing and the innovation obsession in order to reconnect with the core truths of branding and marketing. Much like switching your Spotify playlist to the old classics to keep you grounded.
Not that trends and innovation are unhealthy for your business– they are positive drivers– but going back to the bare bones of marketing and branding make sure that your path forward is stable and secure.
Quick review of the first three questions you need to ask yourself:
1. What perception do you want to hold in the mind of your customers? This is about being in control of the narrative that's playing in the minds of your customers.
2. What are the core values behind your brand? "Sell the hole, not the drill," is a reminder that the true value of your business lies not in what you sell, but in why you sell it.
3. What are the unique differentiators that create the leverageability of your brand? This is about being memorable, being the one your customers choose when faced with a plethora of alternatives.
Now, as we continue our journey back to basics, let's unravel the remaining threads of brand building: your brand's point of view and its promise to customers.
4. What is your brand's point-of-view?
Or your POV.
Your brand's point-of-view is its stance, its perspective, and its unique outlook on the world. It's not merely about what you offer or how you operate; it's about how you communicate your “why” to your audience.
Think of it as the lens through which your brand sees the world, shapes its decisions, and interacts with its audience. Your point-of-view should be distinct, authentic, and consistent across all touchpoints, from your marketing campaigns to your customer service interactions. Let’s have a look at one excellent example from an exceptional company.
"One for One"
TOMS' brand point-of-view revolves around the belief that businesses can be a force for good in the world. Their perspective is deeply rooted in the idea of social responsibility and the power of consumer choices to drive positive change.
When considering "What is your brand's point-of-view?" TOMS exemplifies a clear stance on societal issues. Their viewpoint extends beyond merely selling shoes. They use their platform to address global challenges, such as poverty and access to education.
By embracing this perspective, TOMS has not only differentiated themselves from competitors but also created a meaningful connection with their audience. Customers who resonate with TOMS' POV are not just purchasing shoes, they're contributing to a larger social mission.
Crafting a compelling brand point-of-view requires introspection and clarity of purpose. What values, beliefs, and principles define your brand? How do these inform your approach to business, your relationships with customers, and your role in the marketplace?
As you define your brand's point-of-view, remember that consistency is key. Ensure that every aspect of your brand experience reinforces and reflects your unique perspective, reinforcing your identity and building trust with your audience.
5. What is your brand promise?
Your brand promise is a sacred vow, a commitment made to your customers that defines the essence of your brand experience. It's the assurance that every interaction, every transaction, every touchpoint will uphold the values and standards that your brand stands for.
But a brand promise is more than just words on a page; it's a pact forged in the fires of trust and accountability. It's a declaration of intent, a pledge to deliver on the expectations you set for your customers.
To craft a compelling brand promise, start by understanding your customers' needs, desires, and pain points. What are they looking for in a brand? What problems are they hoping you'll solve? Your promise should address these concerns directly, offering a clear and compelling reason for customers to choose you over your competitors.
Once you've defined your promise, it's essential to live up to it consistently. Fulfilling your brand promise requires alignment across every aspect of your business, from product quality to customer service to brand messaging. It's a commitment that must be upheld day in and day out, earning the trust and loyalty of your customers with every interaction.
Made for People
Made for people. Built for productivity. Slack's impressive brand promise is centered around a POV that their customers can understand very well. They’re showing that they put people front and center by backing them with a solution they need. Their commitment goes beyond just providing a messaging app; it's about transforming how teams work together, fostering productivity, and driving organizational success.
The key aspect of Slack's brand promise is its focus on people by simplifying communication and streamlining workflows. They promise to provide a centralized platform where teams can communicate in real-time, share files, collaborate on projects, and integrate with other essential tools, all in one place.
Notice how their brand promise seeps through their product functionalities. By consistently delivering on its brand promise, Slack has revolutionized the way teams communicate and collaborate in the modern workplace. Their dedication to simplicity, transparency, and security has earned them a loyal user base and positioned them as a leading player in the enterprise communication market.
Beyond the Fundamentals
As we round off our rediscovery of the core principles of marketing and branding, let's reflect on the key questions we've discussed:
What perception do you want to hold in the minds of your customers?
What are the core values that underpin your brand?
What are the unique differentiators that set you apart?
What is your brand's point of view?
What is your brand promise to your customers?
By being clear on your fundamentals, you can build a brand that resonates deeply, fosters trust, and stands the test of time.
Remember that success lies not solely in the pursuit of what's new and flashy but in the unwavering commitment to what truly matters – authenticity, integrity, and a genuine connection with your audience. As you forge ahead amidst the demands of trends and innovation, keep these principles in mind. They are the timeless truths that drive success.
Should you ever need expert guidance or support in shaping your branding and marketing strategies, reach out to Craft. We’re here to help you cover all bases.