6 Secrets to Make Your Brand Irresistible to Customers
To make your brand irresistible to customers, you can throw a few thousand bucks at Google and get instant online visibility. You can splash your logo across the town to let people know that you’ve arrived. You can even give away marketing dollars in the form of huge coupons and discounts, luring buyers in. But as we all can tell, these are short-lived attempts at gaining the attention of the famed fickle buyer of today.
What works better in the long haul is building a brand that your target audience knows, loves, and can’t get enough of. Here’s a ready reckoner — with techniques and tools — for those of you wondering how to achieve that mythical “brand love”!
Craft a Unique Brand Identity to Make Your Brand Irresistible
Every seminal brand there is has a logo and a brand identity that’s equally unique and, more importantly, memorable. Give your own brand that magic recall value with a logo that tells people who you are and what you stand for.
Some brand logos are so iconic that you’d recognize them, even when the brand decides to change their logo. Case in point, McDonald’s. This year on International Women’s Day, McDonald’s decided to flip its unmissable golden arches to resemble a “W” in honor of women everywhere.
— NBC Bay Area (@nbcbayarea) March 8, 2018
Now, who wouldn’t recognize the home of the Big Mac, whether the arches were straight or upside down?
If you’re wondering about it, let me clarify: There’s no one right way to go about designing your logo. You can get a professional designer to do it for you, or use a cool, online logo generator — Tailor Brands is one that I like — to generate a custom logo that’s ready to launch. Pick the approach that suits you best.
Need more ideas to design your perfect logo? Here you go.
Know Thy Customer
Brands that have loyal fan followings are ones that are completely in-step with their customers. They know what their target audience likes, where they shop, how they speak, even what they eat.
Denny’s Diner is a fine example of a brand that knows to speak its customers’ language. Its tongue-in-cheek Twitter feed reflects the irreverence of its customers and gets them talking about their favorite breakfast spot with ease.
don’t put all your eggs in one basket. eat ‘em off a plate like a normal person.
— Denny's (@DennysDiner) June 1, 2018
Invest in understanding your ideal customer inside-out. A well-articulated customer persona is your stepping-stone toward building a customer experience that caters to your audience’s every need. Just like brand logos, you can also build personas online with templates like Xtensio.
Double-up on personas by staying on top of what your customers are talking about at the moment. (Hey, you never know when you’ll get a great newsjacking opportunity to start new conversations). If you want to do a Denny’s, Trends24 is a great tool to gather insights on local topics trending in a particular area by monitoring popular Twitter hashtags there.
What’s Your Story?
Relationships are built on a deep trust and understanding between two people. Or a customer and their favorite brand, as the case may be.
Just as you need to know as much as you can about your customers, you also need to bare yourself to potential customers to forge a bond that will stand the test of time. Let them into your world and share your story with them — how your brand started its journey, what motivates you, what your values are, and so on, to ensure a true meeting of the minds.
Outdoor brand REI has embraced this approach from the get-go. It proudly wears its core family values on its sleeve, even when it hurts the bottom line at times. REI’s #OptOutside movement puts its employees first by keeping all of its stores closed on a family holiday, like Thanksgiving, and encouraging customers to head outdoors instead of to its stores. This does mean a potential loss of revenue during the Black Friday shopping weekend, but its employee-friendly approach has won its more fans than it would have otherwise.
Say ‘No’ to Customer Service, ‘Yes’ to Customer Delight
Solving customer problems, being nice to your customers and preventing problems before they arise, are all the bare minimum that customers expect from brands today. Nobody gets a gold star for helping a customer with a refund or a replacement for a damaged product.
What does get talked about and, more importantly, remembered, is what you did above and beyond to leave a smile on your customer’s face.
Hindustan Pencils in India did exactly that and won big in the free PR and goodwill stakes. The mother of a 4-year-old, left-handed little girl wrote to Hindustan Pencils grumbling about how her daughter, who’d just learned to write, was having a hard time sharpening her pencils with sharpeners made for right-handed kids. The Group Marketing Manager at Hindustan Pencils replied with a warm, personalized note and — surprise, surprise — five left-handed sharpeners arrived, custom-made for the little girl.
This letter from Hindustan pencils to a mother who wrote to them about the needs of her left-handed daughter is so heartwarming. It made my day, and not just because I know the kind man behind this gesture. This is a ray of sunshine in our bleak and callous times. pic.twitter.com/4Hfu0bGg1M
— Shilpa Rathnam (@shilparathnam) December 15, 2017
Now that’s a customer won for life!
Stay Top-of-Mind by Making Your Brand Irresistible
What’s the point of building a brand that’s unique and cares for customers if they don’t remember your brand when it comes time to buy? Half of everything marketers do is aimed at being memorable and maintaining top-of-mind recall.
In the good old days, television advertising and print ads were the mainstays of branding, with a smattering of outdoor advertising and radio, customized to each local market. Things, however, have changed rapidly in the last decade. eMarketer estimates digital marketing has surpassed television spending in 2018, cornering over 48% of annual ad spends.
Of this large digital pie, mobile dominates the ad landscape with 34% of ad share. This means you need to lean heavier on the media platforms that are gaining pace over the ones that are losing ground in your media mix.
Keep Up With What’s Current to Make Your Brand Irresistible
Keeping up with current events and giving your own unique take on events that matter to your target audience is a great way of becoming a part of public discourse, instead of being skipped over as another annoying ad.
AIrbnb’s brand new video ad titled “Let’s Keep Traveling Forward” was a direct response to the news of the U.S. Supreme Court upholding President Trump’s travel ban on people from Muslim-majority countries.
There are two aspects to a move like this. First, you need to be brave enough to take a stand on contentious issues that might potentially backfire. Second, you need to act fast before the issue that you’re making your key talking point is forgotten by the public as yesterday’s news. The payoff? A sharp upswing in approval ratings among your core target audience and millions of free mentions across media platforms where the ad will be lauded and put down in equal measure.
The name of the game is pinpointing the trending topics across the web and inserting yourself into the conversations to get in front of as many eyes as possible. Awario is a social monitoring and listening tool that gives you deep insight on brand mentions, competitors and terms related to your industry in real-time. Keeping your eye on these and having a super-quick content creation process will help you in position and spread your brand message in a way that is lapped-up by the masses.
The one essential fact to keep in mind when you embark on your journey to build a memorable brand is that, like Rome, no brand was built in a day. While applying the principles discussed here, allow yourself time to stumble, fail, learn and grow. The war wounds will only make your brand stronger.
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Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.