Trusting in your brand is always important. Developing your own creative marketing plan is a major key in branding that will help gain your audience’s attention, and sell your brand. Directly define what you wish to accomplish in marketing your brand or business. Prioritize your brand goals, and build brand awareness.
To build brand awareness, you have to create an emotional connection with your consumers. Convey to them what distinguishing attributes your brand carries, aim to gain valuable credibility, and build trust with the consumers. Establishing brand awareness will eventually lead your business to establishing a market place dominance. Market place dominance is basically when a brand or business is in a competitive market, but has market power over its fellow competitors. This tactic is a bit similar to the previously spoken topic, market positioning. The largest companies, brands, or celebrities hold their dominant positions based off of the fact that they’re more well-known or noticed. We’ve all seen that State Farm® commercial where the old man temptingly dangles a dollar bill over the young woman’s head, then comically rips it away from her. Not only has this excessively played commercial get our attention, and a few chuckles, but it has inevitably engraved its message into our minds. When it comes to marketing your brand, just remember, “You gotta be quicker than that!” If you never want the competition to catch up, always stay a few steps ahead of the marketing trends. Remember, if you stay ready, you’ll never have to get ready.
Creating an emotional connection with consumers may not be required for every brand. For example, commonly known brands that succeed solely on their high levels of credibility, or the unique benefits they have to offer that competing companies don’t, rarely rely on an emotional connection to their consumers. Unfortunately if you are just starting to build your brand or company, you don’t have that advantage just yet. But don’t fret! When creating your branding strategy, prioritize making an emotional connection if your product or service seeks customer loyalty as an essential necessity. Let’s be real, people stick with or are loyal to the brands they love. When it comes to food products, we all stick with the familiar brands that carry the best taste. In regards to insurance policies or healthcare, we tend to choose the brands that carry the more moral plans (or the cheapest) that we see fit for us individually. Gaining the emotional trust and the connection of your consumers can be overall beneficial to building brand awareness. If your product involves major financial investments or helps contributes to your target consumer’s lifestyle, creating an emotional connection with those consumers may be a priority. Not saying that all high-priced items or services can be associated with establishing an emotional connection. But a lot of brands and businesses are, especially those that contribute to consumers’ physical appearances or how the consumers feel about themselves. For example, not everybody would care to have an interpersonal relationship with someone like their dentist. He or she is already about to drill a few pretty intimidating instruments into your mouth, and not for a cheap ticket might I add. Most of us just want to get the process over with and continue on about our business. Others, however, find gaining the trust of their healthcare physicians a priority. Especially considering often times your well-being is in their hands.
Successful brands or businesses overall essentially result from promises being made, and consistently kept. If your brand fails to remain consistent in these two major aspects, it will come off implausible and untrustworthy. Basically, your brand will fail before it even has a chance to succeed. If you are unsure of whether or not your brand prioritizes its credibility, just check these 3 key aspects:
- Do consumers believe you’re a credible or trustworthy brand?
- What guarantee does your brand extend?
- What promise(es) does your brand make to your consumers, and do you make an effort to keep that promise without failing?
Your answers to these three questions will help you determine what following steps you will need to take to strengthen your brand’s credibility, and further build trust in your marketing strategies. In this process, always remember, only YOU know what is best for your brand. Stay true to yourself, your marketing values, and your branding goals. Your trustworthy qualities will essentially convey into your brand and translate to your consumers.
Thanks for reading!