How to develop a brand that is meaningful and relevant.
(Part 3 of 10)
Developing a Meaningful Brand
It’s one thing to have a brand name that people recognize. However, for true marketing power, it’s much better to have a brand that is meaningful. So what does it mean to have a meaningful brand? It means that your prospects and customers can relate to its meaning.
Your brand should mean something to your audience. If your audience cares, they’ll want to connect with you. They’ll remember you. And perhaps most importantly, they’ll want to do business with you. So how do you make your brand meaningful to your audience? Well, the first step is to tell them your story.
People Remember Stories
People are attracted to ideas and stories – much more so than data and facts. Your story can be part of your company’s history. It can also be related to the benefits your organization provides. For example, the online shoe retailer, Zappos, provides free shipping and returns. This is a huge benefit and it has become part of their story. Rather than create a story, they share stories from happy customers on social media. It’s become a large part of their branding (and marketing).
In fact, social media plays a large role in creating and communicating brands. Walmart, for example, responds to every single post about them. Their response is consistent in terms of brand voice and approach. It’s become part of their story and brand.
Keep in mind that not everyone will appreciate your story or your brand. That’s okay. You’re not marketing to the whole world. You’re marketing to a very specific audience (or you should be!). Find them, connect with them, and create a story that they will find meaningful.
Remember, meaningful stories are:
So, look for opportunities to show your audience who you are and what you’re about by creating stories rather than sharing data. Not only will it help build your brand, but it will help you build a loyal following, too.
Next time (in Part 4), we’ll take a look at questions to ask when creating your brand.
To your hugely prosperous success!
WordPress Webmaster, Master Certified Optimization Expert, Certified Social Media Expert