A Different Approach to Brand Management

People are connecting more and more with brands and less and less with products.

Let me explain.

Same Product. Different Brand.

Let’s take two mythical companies creatively named Company A and Company B.

They both produce a very similar product. They’re both relatively the same in quality, fashion, and function (or whatever the case may be). And they’re both priced within a few dollars of each other.

But for some reason, Company A is doing much, much more in sales than Company B. Why?

There are many reasons why this could be true, but in today’s online world, a very likely possibility is that the customers identify more with Company A’s message.

Do they promote environmental awareness and sustainability? Are they very philanthropic? Or do they do a lot of public outreach in the local community? Maybe their voice and tone of marketing resonates better with the targeted audience.

For whatever reason, they are connecting more with their customer base, and Company B is ignoring all these factors. Don’t be Company B.

I can help you identify what your brand is missing and truly connect with your customers.

Take a Stand

More and more people are becoming passionately divisive about any given topic. And yet, brands need to walk the fine line of not being caught solely on one side or the other.

Or do they?

Once you’ve clearly defined and lasered in on your targeted customers, does it really matter what everyone else thinks?

Too often, I see too many brands try to be too many things to too many people. Their message becomes too washed out and then they’re just like everybody else.

I don’t want you to be like everybody else. I want you to stand out. I want you to dominate your niche.

This doesn’t mean you need to be offensive and crass, but choose your point of view and own it. And defend it.

Once you do this, the people that are looking for your product will finally start to connect to the brand. And once they’ve connected to the brand, you have an army of long-term customers.

If you need help finding your voice and brand’s message, get in touch. I can help you build an army.

 

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