Okay, so we might be milking it a bit with the cover pic, but we’re just trying to set the mooood.
Because when it comes to building a rock-solid brand that survives (and thrives!) for years to come, you must reach much deeper than logos and slogans.
A successful brand is a complex combination of tangible and intangible elements that come together to deliver sustainable revenue while making an impact on your customers, your employees – and even the world!
In this article, we’re taking you through the four most important elements of a wildly successful brand. Read on if you’d like to become the next Amazon or Apple [insert disclaimer].
1. Connect with your consumer
Emotional connection is key. It’s what allows you to charge premium prices and attract loyal customers who will become lifelong raving fans.
To achieve this, channel your inner detective and get to know your target audience inside out.
Who are they? What are their goals and desires? What are their fears and challenges?
Next, get crystal clear on how you can solve their problem. How does your product or service add value to your ideal customers’ lives? What are your unique selling points (USPs)?
Your brand messaging must resonate with your target audience and invoke an emotional response. Research is essential if you want to get this right.
2. Brand purpose, mission and values
You need to take a stand. What do you believe in? Why do you do what you do?
When your purpose, mission and values align, people get a sense of your authentic identity. They understand what you’re promising them, what you represent and why that matters (beyond making money!).
71% of consumers prefer buying from brands that align to their values. (Small Biz Trends)
Walking the talk is also critical. You must embody your beliefs by infusing them into every brand touchpoint and staying true to your word. This way, consumers can see, feel and experience evidence of the statements you make.
This gets you noticed and remembered for all the right reasons. It differentiates you from the competition. And no, you don’t need to be political or controversial if you want to make an impression (phew!).
3. Brand messaging
If selling came down to one thing, it’d be storytelling. Great stories are incredibly influential because they capture the hearts of their audience. That’s why they’re so pivotal in branding and marketing too.
Aim to develop a genuine brand story that will resonate with your ideal customer.
This can include any challenges you’ve faced or learnings you’ve made as a business. Make sure to humanise it by talking about how the journey has made you feel.
Taking the time to hone your brand voice and craft meaningful messaging is always worth the effort. Get it right, and customer loyalty and love will be your reward!
4. Brand awareness
People are much more likely to buy from a brand they know, like and trust. Get ahead of the competition by consistently marketing across a range of platforms so that eventually, your ideal customers not only recognise your brand but proactively choose you without shopping around.
Keep your brand top of mind by being consistently creative with everything you do.
Leverage everything you’ve laid as a foundation to expand your audience, increase traffic and generate qualified leads that turn into customers.
Don’t forget to involve your employees too. The more excited and passionate they are, the greater the ripple effect through your target audience and beyond.
Coming full circle
And remember, your work isn’t done once you make that sale. Continue to build your brand by nurturing customers after they’ve made a purchase.
Remember, happy shoppers will become repeat customers that tell their friends how wonderful you are!
If you need help mapping out these 4 vital elements for your brand, don’t hesitate to hit us up. We’d love to support you in building a strong, durable brand that stands the test of time. It’s what we branding buffs do best!