Promote your brand’s value to the consumer.
“A brand is an honest promise” is a maxim that every marketer knows. If a brand fails to deliver on its promise – better service, better experience, etc. – that failure to meet the consumer’s expectations will result in the loss of a customer, and in this connected world, will be made public. In the end, any brand with this problem will face a very difficult challenge in winning back the consumer.
Each brand also has a story. As I mentioned in a previous post, the best brands tell great stories. By telling stories, they connect with us emotionally, and consumers’ emotions influence whether or not they will make a purchase.
The other aspect a brand should emphasize is its value to the consumer. A brand needs to show why any consumer should purchase its products. But you shouldn’t just focus on your products and/or service; you need to promote your brand’s value. This bleeds into the question of why any consumer should choose your brand over another.
Volvo did a successful job of showcasing their value. The car manufacturer waded into the issue of bicycle safety and came up with something called Life Paint, which cyclists can spray on to their clothing and bicycles. Long known for bring a brand that focuses on consumer safety, Volvo further underlines their commitment to safety, whether those traveling are in their cars or outside and riding alongside of them. What does this do? It makes people look at Volvo in a wholly new way as a car manufacturer that really cares about safety, as the video shows.
Not sure how to promote your brand’s value? Contact SPARKS! to see how we can help you.