We are all aware of the fact that many companies have a hard time getting their branding right. They go for rebranding again and again, but their message never seems to make a powerful impact on the customers. It seems powerless.
Why? Because all these companies are focusing on the output of Branding before adequately understanding the customers and their needs.
Every company/ brand needs to understand their customers, and there are three core questions that really get to the root of brand and customer interaction.
1. What does your brand look like to your customers?
The first question for every brand is to know what it conveys to a person that he or she starts using this brand. What does it communicate to the outside world and to the customer him or herself?
This is important to understand because, at its core, this is what a brand stands for. Answering this question means that you really have to get inside your customers’ heads and understand what they want to achieve in their lives, how they measure their success in achieving those goals, what they care most deeply about, and ultimately, how the brand must deliver what they desire.
2. What is the most unique thing your brand delivers that customers can’t get anywhere else?
The second question is to understand the unique quality of your product/ brand through which a person will make a choice and pick you over any other brand.
In other words, it is what makes your brand unique and indispensable. However it’s unlikely that your product will have a feature that no other competitor can provide. Instead, what commonly comes along are the intangible benefits, like the ways the company makes them feel or the story it tells them about themselves or any factor that will help them choose you over others.
3. How do you make your customer feel like a hero of their own story?
The third question is to understand how your brand can make a difference and make the customer a hero of his or her own life story.
Various brands employ and adopt different strategies to achieve this goal, but no matter how your strategic approach is, finding an answer to this question can result in creating a database of loyal customers for life.
With this newfound understanding of who your customers really are and how they want to interact with your brand. You’ll be on a new path to discovering a powerful Brand Management for your brand.
No comments:
Post a Comment