Your customers– yes, your customers, present and future– are remarkably skilled at ignoring brands that fail to capture their interest.
Take one of your customer personas and imagine them seeing you at trade shows– will they stop for a chat or walk past your booth? When they see your brand on social media, will they pause to engage with your content, or will they scroll up?
In this article, I want you to take a step back and rethink the way your customers perceive and interact with your brand. Take a step back to evaluate your messaging so you can take two steps towards elevating your brand.
Relevancy: Understanding Your Audience
Picture this: You're crafting your next marketing campaign, armed with years of industry experience. But here's the catch—your audience has evolved, and what worked before might not cut it anymore. That's where relevancy comes in.
Consider this real-life scenario: A software company wants to sell its latest product to a diverse audience. Angela, the end-user, cares about usability and efficiency. Meanwhile, the CFO is focused on the bottom line and return on investment (ROI). And let's not forget the IT guy, who's concerned about integration and security.
Now, if the company sends the same generic message to everyone, they risk missing the mark. Instead, they need to tailor their messaging to address each stakeholder's unique needs and priorities. By doing so, they demonstrate relevancy and show that they understand their audience on a deeper level.
Four Big Ideas
As you re-evaluate your brand messaging, allow me to suggest four big ideas that will help you improve your brand relevance:
Be customer obsessed. Netflix, Spotify, Waze. These companies are the most literal examples of how it is to be customer-centric. These businesses don’t just listen to their customers; they actively welcome them as genuine collaborators. Following their footsteps, elevating your brand relevance means you should be willing to uncover customer desires and act upon their evolving needs faster than your competition. Figure out how to disproportionately win your customers, time and time again. In marketing terms, we call this your “competitive advantage.” Read more about it here: https://www.craftmarketingandbranding.com/post/what-s-your-sustainable-competitive-advantage
Be brutally practical. Visa, Amazon, Google. Whether it’s with their B2B or B2C products, these companies are simply practical in their approach. This could be the most challenging to marketers as it requires taking bold steps and being willing to experiment often, even fail quickly. These brands I mentioned make sure their products are available where and when customers need them, making life that much easier.
Be uniquely inspiring. Companies love throwing around the word “inspiration” to describe their brands. But most brands are unfortunately not inspired, or inspiring to customers. Lego, Etsy, Dove, Starbucks. We can glean insights from how these brands inspire not just their customers, but even their employees. These companies know that successfully building inspiring brands requires the energy and talent of their entire team.
Be endlessly innovative. Whether through novel products, content, channels, experiences, or business models, brands that consistently provide customers with fresh and improved methods of interaction and engagement are destined for success. Great examples of innovative brands are Apple, Microsoft, Sephora.
The Power of Market Research
So, how do you ensure your message hits the bullseye every time? It all starts with market research. Don't rely solely on assumptions or gut feelings. Get out there and talk to your customers. Understand their motivations, behaviors, and pain points. This real-world data will serve as the foundation for your messaging strategy.
Don't sit around the boardroom and say “Yeah, I've been doing this for 20 years, I know exactly what they want.” The reality is, things change. Consumer preferences evolve over time, and what worked in the past may no longer hold true. Countless case studies illustrate the pitfalls of relying solely on gut instincts without concrete data to inform decisions. In order to truly capture the interest of your target audience, it's imperative to grasp what really matters to them.
Consistency: The Glue That Holds It All Together
Now, let's talk about consistency. Imagine this: You stumble upon a brand's social media page, only to find that they haven't posted in months. Sound familiar? In today's digital age, consistency is non-negotiable.
Brand consistency is important because it leads to brand recognition. When customers can readily (and positively) identify your brand, they are inclined to make purchases and establish enduring loyalty to your company.
Whether it's through social media, email campaigns, or your website, every touchpoint with your audience should reinforce your brand message. Take the time to map out your communications strategy and ensure that your message remains consistent across all channels. Remember, familiarity breeds trust, and trust leads to conversions.
The Starbucks Example
Starbucks stands out in the crowded coffee industry by leveraging consistent branding, store layouts, and customer service practices. Through its iconic green and white color scheme, modern furnishings, and welcoming ambiance, Starbucks creates a sense of trust and reliability that transcends geographical boundaries.
Additionally, the company places a strong emphasis on delivering exceptional customer service consistently across all locations, further reinforcing positive associations with the brand. By maintaining this unwavering commitment to consistency, Starbucks effectively distinguishes itself from competitors, ensuring that customers return for the familiar experience and reinforcing its position as a global leader in the coffee market.
Persistency: Keeping Your Message Alive
Last but not least, let's discuss persistence. In a world full of distractions, staying top of mind is no easy feat. That's why it's crucial to maintain a consistent presence in your audience's lives.
Think of it this way: If you launch a marketing campaign and then go radio silent, you risk fading into obscurity. Instead, set a cadence for your communications and stick to it. Whether it's daily blog posts, weekly newsletters, or monthly webinars, persistence is key.
Consider a Fractional CMO
The trifecta of relevancy, consistency, and persistency serves as the cornerstone of effective branding and marketing strategies. By ensuring that your messaging resonates with your audience, maintaining a consistent brand image across all channels, and persistently engaging with your customers, you can foster brand recognition, loyalty, and long-term growth and success.
However, navigating these elements requires expertise and strategic guidance. That's where a fractional Chief Marketing Officer (CMO) can be instrumental. By partnering with a seasoned professional, you can strategize your branding efforts, conduct thorough market research, and embark on effective marketing campaigns that resonate with your target audience.
So, if you're ready to unlock the full potential of your business, consider enlisting the support of a fractional CMO like Angelo Ponzi.
Watch out for the next article, “Does Your Company Need a Fractional CMO?”