Let’s face it. Today’s digital world is fragmented. There’s a constant supply of pies in which to poke your fingers, and the bakery is only expanding. We know how difficult it can be for brands to grow. Especially when you feel like a mere cupcake surrounded by luscious, triple-tiered red velvets. Okay, we just made ourselves hungry.
The rapid rise of social media has terraformed a new landscape for brands and consumers to coexist within; but the traditional tools of brand building don’t work as they used to in this ever evolving place of tech and trends.
Today, customers can interact with a brand on their website and social platforms, read reviews by other consumers, scroll through scores of mentions, all whilst being fed a steady diet of re-targeting ads. (From competitors, too!)
In this brave new world of empowered and hyper connected consumers, it’s never been more important to define a holistic brand purpose--both for you, and for your audience.
As a brand, your image is the total of the experience a consumer has with you. If your brand strategy isn’t unified, then interactions they have with you won’t be either. Are you having your cake and eating it too? You should be. Let us help you with that.
Applying a holistic strategy to your brand means your visual, verbal and emotional identity are all in alignment, while being true to yourself. In other words, take a good look in the mirror. Are you being authentic?
Here are some ideas on creating a holistic brand strategy:
Define your purpose
Whether your aim is to bring happiness to your high street or change the bio-tech industry, defining your mission, vision and values is the foundation upon which your house is built. Remember your purpose. Repeat it to yourself like a mantra. Get it tattooed on your arm for crying out loud! It will guide you through the stormiest seas.
If you’re promising that your product is most high-tech or the best value - think about whether it’s true. Come on, really think about it. Are you actually delivering this promise to your customers? We don’t want to be a bunch of Debbie Downers over here, but you must live up to your brand promise. No one likes a heartbreaker.
Create a personality
Here comes the fun part. Time to add a bit of pizazz! Some razzle dazzle! Your personality will help connect customers to your business. By giving yourself a voice, look, feel and attitude, your customers will form an impression of your brand quickly. Think about your audience. If you’re targeting young, tech-savvy customers you might want to use a fun conversational voice. If you’re marketing to cats, you might want to start meowing. Totally up to you.
Share your story
At the heart of brand experience is storytelling. For thousands of years, humans have connected through sharing stories and recognising themselves in others. And guess what. It’s the same for brands today! In a crowded marketplace, a compelling story has the power to engage those who share your values. Don’t be shy. Share yours.
Refine your visual identity
Having a strong visual identity will help tell your brand's story, as well as building brand awareness and consumer loyalty. Take a brand like Aesop, for example, who take a minimalistic approach. Their packaging, online content and in-store design all work together to create a distinct and memorable brand. What will yours be? Oooo, so many possibilities!
Taking a holistic approach to your brand strategy will ensure your brand resonates with your target audience, increasing business and brand loyalty… which is what you want, really.
Your brand should be as unique and recognisable as you are, no matter where it’s encountered. Properly created, your brand will feel familiar to the people you want to connect with, because they recognise so much of themselves in you. You’re their mate. Their pal. Their bosom buddy! And you, dear reader, are ours.