This article was first published in First Voice. Written by François Reynier, brand strategist at Acacia.
Ever wondered why the world’s most famous brands are so loved? They have legions of raving fans who will only buy from them and ignore competitors. Research shows that the connections people have with the brands they love can be as deep and emotional as the relationships they have with people.
There is a reason behind big corporations’ commitment to building brands people love. Did you know that 75 per cent of purchase decisions are based on emotion? Having a strong connection with your audience directly impacts the bottom line.
Building a meaningful connection with their audience enables businesses with limited marketing budgets to attract and retain clients at a lower cost. Here are some of the proven strategies used by big brands which don’t require big budgets.
Make a striking first impression
Do you believe in love at first sight? In business, as in love, first impressions matter. First encounters can be the beginning of a beautiful long-term relationship or lead to nothing.
Did you know that it only takes one-tenth of a second to form a first impression of someone when meeting them for the first time? The same applies when someone comes across your business. They will decide in a split second whether or not to engage further.
By working on your brand, you proactively shape how you are perceived and raise your profile in the marketplace.
Does your brand makes a striking first impression, or is it messy and untidy? If you don’t love your brand and take care of it, who will?
How your brand looks will determine your success. Every touchpoint people have with your brand plays a part to give a great first impression.
Everything about your brand, whether it is your website, brochure or social media post, needs to be consistent, polished and professional.
Create a deep connection
To grow your business sustainably, you need to build long-term relationships with your clients. But how do you build and nurture long-term client loyalty?
In his famous TED Talk ‘How great leaders inspire action’, Simon Sinek explains that ‘people don’t buy what you do, they buy why you do it’. Showing that you are led by a purpose deeper than just making money is the secret to creating a deep connection with your audience.
Your purpose isn’t what a business does or sells, which are things that others can easily copy and offer for a cheaper price. Your purpose is why you exist: the positive difference you want to make in the world.
An authentic and inspiring purpose is the best differentiator. The power of purpose cannot be underestimated. Putting purpose at the heart of your brand will transform your business.
Build trust
Trust is vital to building business relationships that last. Building trust takes time, but when you do it right, you’ll get a massive return on your investment.
It’s all very well for a business to discuss its inspiring mission and vision, but it’s not enough to build trust. Today’s savvy customers want to see how your vision and mission are translated into behaviours before granting their trust.
Without exception, all the world’s most trusted brands live by actionable principles guiding everything they do and won’t do as a brand.
Principles are the high standards you hold paramount above anything else in how you operate. They show your clients how much you care about delighting them.
Principles are key to growth. They enable purpose-driven businesses to align all activities towards achievement. They guide and motivate purposeful action.
Strong brands always live by and stay faithful to their fundamental principles. When a business shows how far it goes to live by its word, it creates an unbreakable bond of trust with its audience.
Be consistent
Did you know that it takes between five and seven impressions for people to remember your brand? A visually consistent brand is easy to recognise and remember. Consistency also inspires confidence and trust.
When was the last time you came across a business with a brand looking a bit clunky and disjointed? Did you buy anything from them?
The paybacks of consistency cannot be underestimated. Research shows that presenting a brand consistently across all platforms can increase revenue by up to 23 per cent. Brand consistency is why 94 per cent of the world's population recognises the Coca-Cola logo.
Ensure all your marketing activities are cohesive and consistent by having clear brand guidelines. Venturing outside of those guidelines will confuse your audience and weakens your brand.
A consistent brand doesn’t require big resources and will tremendously increase your business’s visibility. For example, using brand colours consistently improves brand recognition by up to 80 per cent.
In summary
In today’s digital-first world, you don’t have to be a big business to become a well-loved brand.
Many businesses overlook the importance of brand building for growth. Therefore, those investing in building a strong brand will gain a lasting competitive advantage.
Having purpose, principles and consistency will go a long way in building a strong and lasting emotional bond with your audience.