Let's face it, Branding and ads can be boring. Consumers crave immersive Branding experiences instead, and brands that provide these experiences earn lasing loyalty from their audiences. It isn't always about showing off your product, it is about establishing an emotional connection that ties the brand and the lifestyle of the audience.
In a way, truly great Branding doesn't just introduce people to products. The experiences it fosters turn into memories, memories that tie too long term brands. And when people adopt brands as part of their personas, they transform into loyal customers. Memories can also be fleeting, so brands need to keep their Branding campaigns fresh. By attending to this goal, brands can keep the momentum going even after the big moment fades into memory.
Do you want your Branding to stand out more? Give your marketing a boost with these strategies:
1. Leverage the voice of everyday consumers.
People trust people over brands, and that is true whether they are close to them or not. Brands can benefit from this information by leaning on the voices of brand advocates. These people can spread the word via user-generated content and in today's society, that usually means social media posts from everyday people. When consumers talk about a brand on social media, these engagements positively impact social media metrics, boost authenticity and increase visibility.
2. Give influencers envy-inducing experiences.
No matter what the topic - beauty, sport, travel or something completely different - influencers will often function as a North Star for people seeking expert advice and insight. These influencers are especially popular among younger consumers. Marketers usually thing about Branding and influencer strategies separately, but combining the two can amplify the effectiveness of both.
3. Generate unique Branding content.
Just because people tend to trust influencers doesn't mean brands should abandon their own marketing. Audiences that haven't had experiences with a particular brand might not trust it words, but those that already view the brand positively expect a steady stream of high-quality work. People are paying attention to the brands they like, so plan a steady stream of work before, during and after experiences. Give audiences a reason to keep engaging with the brand. Be sure to post content, especially video content, which tends to perform better on multiple channels.
4. Bring the media
Any brand can publish a blog post, but earning media coverage can pose more of a challenge. For the best results, show journalists that the story or brand you have is worth covering and that the work they do is appreciated.
Each of these tactics has the power to generate Branding awareness on its own. Together though, they create a cohesive marketing and communications strategy that takes campaigns to the next level. When content extends the moment and carries the brand's energy to more people, the result will almost certainly be stronger, long-lasting emotional connections.