Understanding how you view your company, and brand, can be vastly different from how your consumers perceive it. Remember: Your consumers own your brand, not you. This reality can be challenging for many business owners to accept, but it’s crucial. If your consumers don’t embrace your brand, it essentially doesn’t exist.
Branding occurs when people associate emotions with your product or service. While brand marketing tools like advertising and public relations can influence this perception, great emotional marketing goes further. It convinces consumers that not only is your product the right solution, but also that using it will make them feel good.
Brand Perception is what customers believe a product or service represents, shaped by their experiences, functionality, reputation, and word-of-mouth. Essentially, it’s influenced by every interaction they have with your brand.
At its core, a brand is an idea linked to your product. For instance:
- Simple + Computer = Apple
- Rebel + Motorcycle = Harley-Davidson
Your brand will not grow until consumers have experienced your product, believed in your brand promise, and developed a positive perception that drives them to buy (and repurchase).
Assuming you succeed in connecting emotionally with your consumers and meeting their needs, the next step is Brand Positioning.
Brand positioning involves:
- Owning a unique position in the minds of your target consumers
- Differentiating yourself from competitors
- Making your brand memorable
It’s about communicating what makes you unique and why your audience should choose you over others. In today’s climate—marked by inflation, stagflation, or recession—it’s even more challenging to maintain this position.
Actionable Steps:
- Understand Your Audience:
- Who are you targeting?
- What need are you addressing?
- Why should your audience trust you?
- Know Your Consumer:
- Be consistent in visuals, messaging, and marketing.
- Tell compelling stories about real customer interactions and results.
- Monitor Social Media:
- Identify which platforms are most effective for your brand.
- Analyze content performance and engagement (e.g., views, mentions, reviews, influencer reach, dwell time, and paid content effectiveness).
Remember, these factors can shift with economic conditions, competition, and world events. Marketing is an investment, not just an expense. When done right, it delivers substantial value.
