Answer this question: Why do people buy from you? Seems like a simple question, but it can be difficult to answer for many companies. The fact is, people buy for various reasons, but ultimately, most people make their buying decisions based on emotions—how they “feel” about a product or the emotional connection to the brand. As we know, brands are based on relationships. Relationships between companies and their customers. And relationships—good ones anyway—are based on emotion, shared values and things you have in common. So how can your brand make an emotional connection with your customers? You need to identify a “higher-order benefit”
Branding commonly is considered a critical part of any successful business these days, yet many people still view it as merely a creative endeavor. It’s something people dressed in black and armed with logos, typefaces and fancy color palettes do behind closed doors. But the truth is, branding is just as much about strategy as it is about tactics. It’s thinking and execution. It’s left brain plus right brain. It’s logic plus magic. You need to approach it from both sides to get the full impact from your branding efforts.
It commonly is accepted in business today that a strongly defined brand is one of a company’s greatest assets and actually can accelerate performance. It has the power to take a company and its products or services from an unknown commodity to a position of strength in the marketplace. You can achieve this by carving out a unique position among your competitors and standing for something relevant in the mind of the consumer. But once you have done the hard work of establishing a unique point of difference and creating a distinct personality that truly makes your brand memorable, how do you bring it to
Close your eyes and think of a Pottery Barn catalog. Or Lands’ End. Or J. Jill. Can you picture them? Chances are, you have a clear and distinct image in mind. You know what the photography looks like because all of these brands have established a certain style and “look” that is unique to them. They’ve achieved this over time through consistent execution of their defined styles. Pottery Barn, for instance, always shows a warm and inviting room consisting of the various pieces of furniture and accessories sold in the photo spread. It allows you to picture yourself in that perfect environment. Lands’ End, on
What you can learn from a 10-year-old By Brent Niemuth My 10-year-old son recently taught me a valuable lesson in branding. It was time to shop for new school shoes, and I was determined to stay within my budget, so our trip began at the local discount stores. Being an avid skateboarder, my son wanted a shoe style that reflected his skating lifestyle. I saw this as a benefit, since it would cut down on our shopping time. We would simply select an affordable pair that fit and be on our way. How wrong I was. I offered pair after pair of