Say you have your branding pinned down. You’ve determined your visual identity, your brand architecture, and your brand personality, to name a few. To mesh it all together and make it resonate well with your audience, it doesn’t stop there.
With the ever-changing market in place and numerous players entering different industries, it’s a known challenge for businesses to stand out and prolong customer lifetime value. The goal? To build brand love around your business.
Elevating Your Brand through Brand Love
Building brand love is a slow and tedious process, but with the right plan and strategy set, it will be a breeze. It’s not new that a number of people don’t know where to start with how to make their target audiences fall in love with their brand.
Here’s a thought starter: Just think about this, how do we connect with other people in the first place? It all boils down to conversations. Meaningful ones. Those that stick with people, find it fascinating and striking to lay down the first impression.
So, other than finding your brand personality or brand voice, you would need to marry it with communication initiatives. You could always find different ways and channels to reach out to your audience, even with just a click.
How Communication Plays a Huge Role on Building Brand Love
Before even jumping into your strategy, you must keep in mind that a one-size-fits-all campaign wouldn’t cut it. Especially since potential customers and consumers nowadays are hooked by brands that help them experience and understand the brand on a deeper level. It’s almost as if they want stories that act like a cliffhanger and would make them want more, prolonging curiosity around the brand.
When you try to make a personalized effort to reach out, you would be able to speak and connect with your audience’s interests. That’s the key. When you crack that inner wall that your prospects would have when they come across your brand, you will start to resonate with them and they will start to listen more intently to what you’re conveying.
In return, what you’ll be building along the process would be your credibility as a brand and building trust and relationships with your audience. Once that’s in place, you can lead them deeper into your brand, making it easier for you to create promotional material that would still stick with your prospects.
Now, how would you apply all of these to your brand?
There are several ways how you could effectively do it but start with doing your own research about your target audience. Build a customer persona and dig deep into where they usually go, what channels they’re mostly using, and what opportunities can you seek to apply all of these customer journey touchpoints aligned with your communication initiatives.
Below is a list of possible ways you could consider:
1. Social posts
One of the most common channels that people are going through every day is social media – whether it’s Facebook, Instagram, or Twitter, you name it. So what better way to maximize your communication initiatives than here?
There are many features around social media platforms that you can take advantage of and still have that personal hint of your brand in your marketing collaterals. Consider doing stories, reels, videos, takeovers, and livestreams even. Again, we need to humanize our brand, just as if we’re treating our brand as a person communicating with other people – your audience.
2. Bespoke activities
The messages entrepreneurs create when they use bespoke and personalized activities are more appealing to journalists and influencers. There is something inherently appealing about these ideas, a distinctive take on experiencing the product or service of a brand with a more personalized approach.
For example, you should offer visitors an opportunity to use the smartphone’s features, rather than just displaying them. Think about providing small trinkets, a set-up, or even picture-worthy materials.
As a result of this, you can create a sense of trust and credibility when pitching to new sources, as well as strengthen relationships you already have with influencers and media outlets.
3. Influencer marketing
One way of getting your target audience’s attention is definitely getting people of influence and of their interest so that they could be a bridge for you and your prospective customers.
It doesn’t have to be big-shot influencers that cater to a large mass of people. Start with niching down. Meaning knowing what your audience is interested in and looking at KOLs that could be relatable to them, is what you should be prioritizing and considering for your communication initiatives.
Not only does it save more of your budget allocation for your marketing efforts, but it also becomes more effective in that sense. While you’re engaged with these influencers and checking off the right criteria for your campaign, you can lead the strategy to be personalized on a level that looks really organic from the influencer – rather than it being seemingly off as a paid engagement.
This may seem like a lot of effort, time, and money involved but looking at the business value and the ROI that it could potentially be of advantage to you in the long run, it’s definitely an investment to catch.
Want to know more about brand messaging and how storytelling can impact your business? Follow @thevineyardbc for in-the-know trends and updates!