The product may be what is sold, but ultimately, it is the brand that is actually bought. Think of all the thousands of different products there are out there, essentially selling the same thing. Why is it that some of them get so much attention while others don’t even seem to exist? Most of the reason behind the mystery is all due to the power branding. The brand is not just the product, but what the product stands for, and the ideology that the customer identifies with. The following are three important keys to making your branding strategy one that truly works.
Everybody likes a good story, and that definitely applies to branding. When people buy something, what they’re doing is making what they purchased part of their story. If a brand narrative lines up with a customer’s outlook, then it feels natural for them to have the brand accompany them. If you want your brand to resonate with your target market, tell them exactly how it came to be. Share your ideas and journey up to the point of developing what it is that you have to offer, and those who appreciate that story will be the ones that your brand speaks to.
A brand is not just something that is genuine, but is also consistent. Once a brand is established, people expect it to be true to the precedent that it has set for itself. Even if it is impossible to please absolutely everyone, be sure to capitalize upon rewarding those who resonate with the brand more than trying to make it appeal to everyone that it doesn’t. Stick to similar styling, colors, and designs as well as keeping your original message intact.
In the same way that customers research their products before buying them, it is important you make sure to research your own target market before you try marketing your brand to them. Understand the target market so you can know how you engage with them is likely to be interpreted. A litigation lawyer can help you understand the best ways to communicate and what might not be seen as professional in some lights. By seeing the ways other brand owners interact with their loyal customers, you can get a good sense of the best practices that you can use to engage your own.
Storytelling, consistency, and good research are essential keys to powerful branding. Appeal to your customers’ love for a relatable narrative, be faithful to your principles, and constantly engage with your customers with the best-proven practices for inspiring positive feedback. It goes without saying, but you’ll also want to be original in the media that you use. Being charged with a copyright infringement suit brought against you by a litigation lawyer is certainly not conducive to better branding!
Eileen O’Shanassy is a freelance writer and blogger based out of Flagstaff, AZ. She writes on a variety of topics and loves to research and write. She enjoys baking, biking, and kayaking. Check out her Twitter @eileenoshanassy where she frequently writes for http://weisblattlaw.com.