Q: What are the fundamental aspects that a brand needs to communicate to reach its target audience – especially when launching a new product or brand?
A: The key to any successful brand lies in one word in the question asked. That word is “fundamental”. We often see companies stray into very specific tactics and aspects before defining the essential pillars around which their brand should engage and promote to the world. For any startup or company launching a new product, the advice always comes back to the same topic: do your research, keep it simple and follow these 4 pros
1. Proceed with objectivity.
Take a little time to define your vision and mission and express them through marketing. Your ultimate goal may just be to generate profit by selling a product or service, but your audience doesn't care about that. They want to know what problem you're trying to solve, how you're going to make them feel, and what's in it for them. Branding is not about being cool. As Mark Zuckerberg has already said, Facebook has always tried to do something useful, which is why I think about the exchange of values.
2. Differentiate your company from others.
When designing a branding strategy for a client, one of the most important areas of focus is competitive analysis. It is one of the most forgotten aspects of branding that not only generates a lot of dialogue with the client, but also great ideas emerge from the brainstorming that takes place in this process. If you don't know your competition, how can you convince your target audience that they should use your product or service and not theirs? If you don't anticipate your opponents' movements, how can you be 1 or 2 steps ahead? Showing how you're different gives your customers a reason to get to know your brand better and learn to like it.
3. Be memorable.
Now you have demonstrated why it is so useful and different, you have to implant these notions in people's heads, so that they continue to buy from your company and continue to come back. The strategy here is to create a fantastic experience across your entire business. This means building an internal corporate culture that breathes and exudes the brand and that makes people want to work for you. This also means creating a digital experience that covers all social media and video channels that people want to share. And this means thinking about all the steps a customer takes on the way to purchasing your product, and how socially fantastic that experience can be.
4. Make it personal.
Social networks and digital media have given consumers unprecedented access to information, which brings them closer to brands and allows them to make more informed choices, so why not encourage traditionalists in your company to use digital, to get closer to consumers? who want to interact with a real person. A positive social media policy, covering all branches of the corporation, starts at the top. By convincing your teammates to create personal brands online, you are closing the circle on a corporate branding strategy that unequivocally shows that you are putting the customer first and that you want to create lasting trust with your audience.
Simplicity is key to any branding strategy. Overcomplicating or having too many internal considerations can expose your brand as fractured and confusing. A strategy that articulates your company's purpose, seeks to engage your customers in a memorable way, and keeps an eye on the competition will create a successful launch pad for any new business. Adding a personal touch, with your team leading the way through your digital footprints, will accelerate your brand on the path to success.
If you want a professional team to help you with your branding strategy, contact Mixlife .