Three ways to build a compelling, meaningful and purposeful brand
A consumer can get up to 3,000 advertising impressions a day from different brands but would process only some of the brands.
So how do you create your brand to be compelling, purposeful and meaningful? Because the only reason a consumer would patronize your brand is that he/she is affected by your brand and is compelled to buy it?
Here in this article, we would discuss three ways to build a compelling, meaningful, and purposeful brand:
- Educate your customers. To build a purposeful, compelling and meaningful brand, you must be able to provide value beyond your services or products by educating your clients. Google Analytics shows that 73% of consumers said that getting useful information from a marketer or an advertiser is one of the important things they look at when selecting a brand.
The information you want to give however can be related to the products you are selling or services you are rendering, or to the universe of the brand. Instead of creating content yourself; your brand can save money and time by using user-generated content. Study shows that customers are more compelled to buy when they see content created by customers of their kind.
- Use or create heritage. If your brand doesn’t have a heritage, create one. For you to get repeat and new customers, your brand must have a heritage. Take for instance; Herschel Supply Company has been creating backpacks, duffle bags and luggage since 2009. Their old-time apparent leather-straps, rustic colors and logo all contribute to establishing a sense of American nostalgia. Using this heritage strategy, the brand has been able to expand to 10,000 points of sales in about 70 countries.
That is the power of having a brand heritage. Always note that when creating your brand heritage, you should do something unique that would last for a long time.
- Build consumer tribes. Apart from educating your consumers and using their heritage, you should also create a brand that gives people something to belong. Consumer tribes give priority to social connections which are more important that brands, products, experience, and ideas. Consumer tribes do not just consume the goods just for consumption sake; they contribute to shaping the meaning behind every product they consume.
Consumers belong to Neo- tribes that do not rely on any history or geography. Consumers do not belong to only one tribe; they belong to different tribes. Successful brands have found a way to foster these neo-tribes, turning each person into loyal advocates and consumers.
Marketers must not only advertise their products; they must give their customers something to believe in, something to dream about and mostly something to belong to.
— Vahag Aydinyan (@idinian) 17 de junio de 2017