branding
Category: Insight, Ronn Torossian

Overcoming Branding Problems

A brand has to engage with customers in engaging, intelligent, and fresh ways in order to be popular.

The tone and manner of a brand across commercials cannot be disjointed, and all its elements need to be meticulously engineered so that it is consistent, and so that it can connect successfully with the consumers.

Given below are some strategies  which, when adopted , will add value to a brand.

Insight into Consumer Behavior

Consumer behavior should be the starting point while creating a brand idea. It should combine insight and a unique brand offer, which would differentiate it from other brands.It would just not be about what’s-in-it-for-me benefit statements like , “gives you clear skin”. 

A brand idea is a precise conception drawn from  forward-thinking inspiration. It is more than a tagline, and it stands for the long-term relationship between consumer and brand.

It is a brand’s life force. In this era of a multitude of communication channels both traditional and digital, a clear brand idea is more important than ever.

For instance, Headspace is a brand which has a very appealing brand identity. In the age of digital clutter, they aim to help consumers find equilibrium. It has a charming design aesthetic which supports the message that meditation can be light and playful. It does  not have to be restricted to yogis.

Brand Awareness

Brand awareness is when the target audience is familiar with a brand, and knows and trusts it. This leads to increased customer base and sales. Some ways to do this is by  getting influencers to promote a brand, communicate through various social media platforms and use branded packaging.

For example, Ikonick is a digital wall art company that specializes in creating social-media inspired images. They work directly with influencers, who pose with their art and share photos on social media.

This strategy has enabled them to grow. Social media channels like Instagram, Facebook and Twitter increase brand awareness and create communities around a brand. Twitter enables a brand to interact directly with customers who are already talking about it.

Maintaining Relevance

During a crisis, people’s opinions change suddenly and drastically, but their feelings don’t. For brands to define their relevance during a crisis has been a major problem.

A brand’s relevance can be conveyed powerfully if it can deliver utility, service and information. A brand should be able to connect with people’s emotions and be relevant to them. It prompts statements like , ‘shopping at Whole Foods makes me feel socially responsible’.

Brands like Starbucks maintain their relevance by providing a unique experience to their customers.

Consistency

Uniformity and consistency makes it possible for a brand’s consumers to trust it . Through Facebook, Instagram, Pinterest, Twitter and blogs, communication between a brand and consumers can be instantaneous.

In an era of technology-enabled engagement, a brand should immerse consumers in the idea of the business by stimulating as many senses as possible.

For instance, Planet Fitness has achieved a high level of branding consistency. Their target audience doesn’t want to go to the stereotypical iron-heavy gym. They have a strong mission statement, and their advertising makes them seem both affordable and accessible.

A brand has to engage with customers in engaging, intelligent, and fresh ways in order to be popular. The tone and manner of a brand across commercials cannot be disjointed, and all its elements need to be meticulously engineered so that it is consistent, and so that it can connect successfully with the consumers. Given below are some strategies  which, when adopted , will add value to a brand. Insight into Consumer Behavior Consumer behavior should be the starting point while creating a brand idea. It should combine insight…