Creating an Irresistible Brand
Irresistible brands will not only entice you to do business with them but will also turn you into their brand ambassador so that you promote them to all your friends and contacts. Ultimately this is what we should all be striving for when we are creating an irresistible brand.
Digital marketing experts estimate that most of us are exposed to thousands of ads each day. This occurs from the moment we wake up and check our phones for emails, social media updates and text messages, until we finally abandon our devices last thing at night. We are constantly being bombarded with ads and posts either subtly, or not so subtly, trying to sell us something. In this over-crowded market place it is a constant challenge for brands to stand out, maintain customer experience, and stay top of mind. No mean feat!
So how do you go about creating a strong, irresistible brand for yourself and how will you stand out?
Building an irresistible brand is similar to building a close friendship – it requires 4 main ingredients:
- Consistent relationship over time
- Consistent relationship over time
- Trust
- Emotional connection
- Referral
1. Differentiate
Think about who are you, what do you do, why does it matter. Your answers should be persuasive and captivating! Features and price are important, but benefits, values and experience are more important. Do you have a purpose that is more than just making profit? This is important when you are trying to build loyal followers.
2. Connect and collaborate
It’s not just about you and your team creating your brand in isolation; it’s also about your suppliers, distributors, partners and customers who will spread the word. Encourage feedback.
3. Find the magic
What will make your customers passionate about your brand? Logic will never light a fire in someone’s belly! Go above and beyond what is required.
4. Get creative
Words, tag lines, design, look, feel, your marketing, social media, videos – stand out, be memorable. This is where your logo and avatars will come into the picture and this will identify you and make you memorable. The most powerful brands combine creativity with strategy.
5. Communicate
Today it is all about 2-way communication. Social media requires interaction and connection, and this is the new way of communicating. If you don’t have a social media presence you are missing out big time. Your potential loyal customers will get their information from social media and blogs and video and then make their decision.
6. Nurture Relationships
In this fast-paced age where technology is changing faster than you can change your socks, caring for your customers has never been more important. At any moment, an unhappy customer can go viral via social media or the or the web and negatively affect your business. That’s why it’s even more important than ever to create an authentic brand for your business.
Personality
The days of stuffy businesses without a ‘face’ are gone. Be authentic and build your brand with your ‘personality’ and some ‘heart’. Don’t be afraid to show your passion or your face!
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Whatever you do, make sure you give your brand some life – make it relevant, stand out from the crowd, give a clear message, be consistent and drive engagement.
When your brand resonates with your intended audience, the struggle to build awareness and trust around your name decreases as your brand becomes more relatable. This feeling of trust and connection is key for brands looking for success in the crowded digital market.
If you’re just in the process of getting your branding strategy started, click here for our branding strategy for beginners.
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Judith Shuttleworth
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