Companies like Google, Nike, and Coca-Cola are some of the most recognizable, trusted, and authoritative brands in the world. These companies have mastered the elements that create a magnetic pull upon their audience.
You don’t have to run a megacorporation to apply these principles to your business. Whether you’re a solopreneur or the owner of a mom-and-pop, the fundamentals of creating an irresistible brand are the same.
If you’re ready to transform your brand from unremarkable to unforgettable, it’s as easy as following the ABC‘s.
The ABC’s of Creating an Irresistible Brand
You’ve got a great service or product, but it’s not for everyone! Know who your target audience is so you can craft effective messages that convert. Go in depth figuring out everything you can about your typical potential customer so you can create experiences that hit the mark.
The process of turning a consumer into a loyal customer is known as the buyer’s journey. It’s a path a person takes from Awareness, to Consideration, and to Making a Decision. Understand how your industry and the unique features of your company impact the buyer’s journey for your prospects and tailor your sales strategy to support them along the way.
Color psychology is an important aspect of marketing. Are your customers likely to engage with you and purchase from you with your chosen color scheme? Or is your current palette driving customers away?
What’s your style? Good design plays a critical role in building a brand by leaving an impression on your customers. Carefully choose elements that build the right image for your company.
Irresistible brands show up and interact with their audience. Create community on social networks, call your customers, and nurture the relationship with email marketing. Spend time getting to know your audience and let them get to know you.
Never wonder about what your audience can tell you. Take the feedback whether solicited or unsolicited and learn everything you can about what your customers want and need. Use their own language to speak to them to strengthen your bond.
Share your expertise liberally with no strings attached. Your audience will be so impressed by the quality of your content and product samples that they will be clamoring to get their hands on the premium offerings.
What’s your story? Communicate your brand story in a compelling way to connect with your audience. If they can see themselves in your story, they will want to be apart of it.
People take the opinions of other people whom they know, like, and trust seriously. This is the magic of partnering with social influencers in your marketing efforts. Identify those individuals who would make ideal partners with your company as an external “face” of your brand.
It doesn’t take much to ruin a brand’s reputation. In the digital age, news of missteps and poor intentions spread like wildfire. Take care to do market research and to consider the impact of every decision you make.
K-Know the Competition
Make it your business to know what your direct competitors are doing. Which marketing tactics are working for them? What are their weaknesses? What does your audience have to say about them? You can’t stand out if you have no idea what you’re up against.
Your logo is the visual representation of your brand. A good logo expresses your company’s identity and it creates brand recognition.
Brand messaging is the language you use to create your voice, share your story, and communicate your value proposition with your target audience. Speak clearly in a manner your prospects can relate to with a tone that represents the personality of your brand.
People don’t buy gadgets and services, they buy solutions to their problems.
The best brands are known for their signature products or services (think Band-Aid, Kleenex, or Apple). What is your brand specialty? Irresistible brands find a niche and dominate it.
Whether your strategy is to go deep or wide, decide how your offerings will shape your brand.
What is your ultimate desire for brand? How do you want your company to impact the world and the future?
Commit to producing only the best product, service, or information you can provide. Taking shortcuts will undermine your company.
Stay on top of industry news so you can spot trends. Use a news aggregator app like Feedly to compile the latest content from your preferred publications in one spot.
People don’t buy gadgets and services, they buy solutions to their problems. Ask yourself what you are really selling. Is it time management? Convenience? Prestige? Determine what solutions your brand offers and promote accordingly.
Are you dependable? Is the information you provide accurate? Potential customers want to spend money with companies they can trust to be fair and honest.
U-Unique Selling Point
Out of all your direct competitors, what is it about your business that makes it worthwhile to buy from you? Determine what this is and make it a central part of your brand messaging.
What are your core values? Communicate these in your messaging to create authenticity.
Find out where your audience is and spend time listening in to their conversations. This means spending time in various social venues online. Don’t stick to social media networks. Investigate forums and passion based sites, too.
Perhaps you were expecting to see eXcellence in this slot. Excellence is important to any business, but creating a warm and welcoming experience for your audience is key to getting your audience to like you.
People want to do business with people. Let your personality shine through in every aspect of your business. When you address your audience, remember to use the word “you” to create the sense that two friends are having a conversation.
Understand the current ideas and beliefs that define your industry. You can’t break the rules without knowing what they are, and if you break all the rules, you may be making a mistake.
Branding Concepts to Consider
The concept of branding goes far deeper than this list, but it is a good start for building a company that stands out from the crowd. We’ll cover more about branding and business in future issues, so stay tuned to learn more!
Have a branding tip not covered on this list? We’d love to hear your thoughts in the comments below.
Tiffany Ingle is a freelance content marketing strategist, writer, and owner of Taingled Web. She writes compelling stories for brands that desire to hook hearts and open wallets with the beauty of the written word. She'd love to connect with you on Facebook, Twitter, or LinkedIn to talk shop or shoot the breeze.