Branding
THE NEXT BEST THING...
Photo by Nyana Stoica on Unsplash
Gotta Have it!
All brands have a personality. Building that personality requires research and testing to determine how your brand is being perceived in the marketplace, why a consumer would want to choose your brand over another and what makes your brand unique. Creating a unique, ownable voice for the brand, requires the development of what’s called the Unique Selling Proposition.
According to Neil Patel, co-founder of Neil Patel Digital, * “A Unique Selling Proposition is what your business stands for.” the problem that needs to be solved, As he points out, “When you attempt to be known for everything, you don’t become known for anything.”
Whether the brand is cereal, soda, clothing or an airline, the job of a smart marketer is to cerate a brand image that the consumer can identify with, understand what the brand stands for over time and to develop a following, thus taking the brand with them.
The strategic objective is to create trusted messaging that will seed the brand personality in the mind of the consumer no matter where that messaging lives, creating brand awareness and building brand loyalty which in turn creates a larger brand footprint in the market place..
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Find your Niche and stay in your lane.
Once the brand has arrived at a solid messaging position that embodies the brand personality and tone of voice, a marketing strategy is developed to “begin the conversation with the consumer” within those carefully researched venues.
Whether the consumer makes their decision to buy based on social media viral messaging, or the power of the TV spot, brands need to be agile in all forms of media and know what works best for who they are trying to reach to start that conversation and develop brand loyalty.
