TURN YOUR BUSINESS INTO A LOVED BRAND: 10 Steps to Building a Loved Brand
Turn your business into a loved brand: 10 Steps to Building a Loved Brand
Turning your business into a loved brand has very little to do with size, budget, or marketing know-how; in fact, the most critical ingredient is passion.
The reality is, the majority of purchases made today aren’t based on logic, instead, they are emotionally based.
Just because you have a professional website that is user-friendly, mobile-friendly, and optimized for search isn’t enough.
Even if you layer in the fact that you may also have a nice-looking logo and a mailing list, it’s still not enough to guarantee your success.
Why? Because most of your competitors have these things too!
They are the basic building blocks for your brand however they alone can’t help you stand out in a crowded marketplace. They don’t show off your brand personality and/or values especially if you are only communicating what you do/what you offer.
Why is it that we line up for days to get the latest Apple product even though they are priced higher than many of their competitors?
Why is it that we don’t think twice about paying a premium for a golf shirt adorned with the Nike swoosh or Lacoste alligator when we can go just about anywhere and pay less for a generic one?
Why is it that we will spend more on a pair of Jimmy Choos or Manolo Blahniks than we do on our rent or car payment?
Is it because we’re all freakin’ CRAZY!?!
A higher level of quality and prestige is attached to certain brands
No, it’s because we attach a higher level of quality or prestige to certain brands. We perceive these products as being worth more, we believe they have the ability to transform our lives in some way, and as such, we are willing to pay more.
Brand equity has a direct effect on sales volume because consumers gravitate toward products and services with great stories that offer us the transformations we desire.
If customers are willing to pay more for a product or service from a particular company than for a lower-priced generic product/service, that company has brand equity.
So, how do you turn your business into a loved brand?
1. Brand Personality
Brand Personality provides an opportunity for every brand to engage with their customers on a whole new level. Every brand should define their ideal personality as the meeting point between who they are and what their target audience will best engage with in order to communicate their brand positioning.
Define your brand personality:
- Unapologetic vs politically correct
- Sarcastic vs bubbly
- Funny vs serious
- Formal vs casual
- Enthusiastic vs matter-a-fact
2. Customer experience
Having an amazing customer experience is a key driver of consumer trust and love for your brand. Your branding should not only be applied to visual assets but also customer service and internal/external documents etc.
Review all customer touchpoints and note how each piece and/or customer communication sounds. Write down adjectives that come to mind. Think of how you could create a unique experience for your brand, the more likely doing so will make you stand out from your competitors.
You might be surprised at how many loved brands are built on a foundation of authenticity.
For example, there is a misconception that swearing makes you less professional however there have been studies that show it actually makes you more relatable. Don’t believe me – check out @garyvee on Instagram. Known for dropping more than a few Fbomb’s, this guy has amassed a huge cult following and it’s not only because his content is spot on, it’s because he’s 100% himself without apology.
I’m not saying to start swearing but just let your freak flag fly! It’ll help you stand out from your competitors.
4. Corporate Social Responsibility (CSR)
Consumers want to know what brands they’re supporting are doing to address the issues or causes that matter to them.
Companies That Are Giving Back During the COVID-19 Crisis
Gap Inc. shifted its resources to make masks, gowns, and goggles for healthcare workers on the front lines.
Audible offered hundreds of free audiobooks for kids and teens through its Stories streaming service at stories.audible.com.
Allbirds donated $500,000 worth of shoes to members of the medical community as a thank you for their hard work tending to patients during the COVID-19 outbreak.
5. Tell Great Stories
Brands that have an authentic story to tell have a strong tool for creating emotional connections with their audience.
People don’t remember products or services – they remember stories. Tell your unique story! It may not resonate with everyone but it will with some! Just ask J.K. Rowling, who was rejected 12 times before Harry Potter was ultimately published.
6. Passionate Community
Stop worrying about vanity metrics and just focus on producing content that your ideal clients find valuable. Do this, and you’ll build a passionate loyal community.
A passionate community of a few is better than thousands who are not engaged and who will never buy from you.
7. Niche Down
If you want to transition your business into a loved brand you have to niche down and stop taking a generalist approach.
When you try to be everything to everyone – you end up being nothing to no one.
It shows that you specialize in a specific segment of the market and it helps you reach your ideal clients!
7. Build Trust
Like any kind of relationship, trust is critical for brands, even more so if you want to be loved, and keeping promises is the most important dimension to building trust. Branding has been described as ‘the promises you make about your products and service.
The saying that people want to do business with people they know, like, and trust is a real thing!
8. Employee Advocacy
Creating a positive and on-brand working environment and ultimately, a company that people love to work for will encourage employees to actively promote your brand. This naturally boosts your overall brand perception.
9. Develop a Cohesive Identity
Change your identity, change your life.
This is true for both people and businesses. We don’t live in a monochromatic world. People are drawn to interesting color and design.
Your brand identity is part of your company’s marketing strategy, a strong image that your market can latch onto. It represents the nature, character, and values of your business which are crucial to building a brand people love.
10. Be Passion-Driven
Arguably the most important of all loved brand attributes is that they are driven by passion.
The wonderful thing about passion is it’s contagious.
Passion attracts opportunity in all shapes and sizes. It attracts more clients, customers, and the opportunities they bring. It attracts potential business partners with all kinds of shared passion-fueled ideas, and it attracts the interest of potential investors, buyers, and partners who can help grow your business in ways you could never achieve alone.
I run a branding agency that turns companies into loved brands. Eliminate the guesswork and follow my proven brand-building framework to attract your ideal clients and get your brand and message out into the world!
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