Building a brand that people fall in love with

Building a brand that people fall in love with

Building a brand that people fall in love with

Brand Love

As a business owner, do you wonder how you can make consumers fall in love with your products and then retain their loyalty?

The answer is by spreading a bit of love … through your brand!

Over the years we’ve seen brands excel in this area – Apple, Disney, Lego. By building a strong and consistent brand, they’ve built strong relationships with their consumers. In turn, consumers have invested in the brand and that is how they have continued to dominate their markets.

Whilst you may not aspire to be a global giant like Disney, your brand is as equally important to your business, and here’s why.

Research has shown that people emotionally connect with brands on a level that is almost equal to their relationships with their nearest and dearest. Think of those hardcore Apple fans who are prepared to camp outside a store hours before the latest iPhone goes on sale. A few years ago, I even dared to surprise my son with something other than the latest Lego set for his 11th birthday – it was hardly removed from the wrapping paper!

So what makes someone fall in love with a brand? Here are a few thoughts on the matter.

 

1. Build trust

Trust and crediblity have always been the path to true love, even if it takes a little time to get there.

Consumers are overwhelmed with slick advertising images and catchy sales messages – a quick fix marketing strategy for companies whose sales may have taken a hit, but most people desire a more emotional connection from the brands they support. Companies who are able to genuinely connect with their community will have a strategic advantage over those who don’t.

So remember, before your next campaign, consider your motives to see if it’s a genuine move to build trust in your brand or a desperate tactic to compete with the latest show in town. A reputation takes years to build, but a moment to ruin.

 

2. Exceed expectations

It doesn’t take a genius to work out that brands who outperform, over-deliver and anticipate what their customers need, will stay ahead of the competition.

But what about surprising your audience – going from what they need, to what they really deisre. The idea of going above and beyond is always going to separate the premium from the good.

Businesses that operate purely for profit will never care for their customers in the same way as brand who places greater emphasis on providing a good service or a positive experience. These same profit-driven brands will never make the ‘love level’ and will soon lose customer loyalty when a better or cheaper option comes onto the market.

To retain your customers, exceed their expectations and love them first. It’s surprising how far a little love can go.

 

3. Set trends

In todays consumer society, people no longer buy something just because they need it, they buy because they want it and because it stands for something.

As a result, the coolest brands are also the ones that are more successful.

One of our greatest human desires is to be accepted and part of something special and brands that help us to do this will be ones that we come to love.

 

4. Touching your audience

Whilst your brand is the face of your business, a brand touchpoint is the way your brand directly interacts with your audience. Whether that’s that’s through your website, your social media presence or simply through a contract document, your brand should always be present.

Formulating an effective brand strategy will determine the right touchpoints that increase awareness of your business and gain trust in your products. Once you’ve identified these, they can be used to communicate powerful messages that embrace all of the positive things about your brand, nuturing consumer relationships.

It’s no longer enough for people to like your brand – they need to love it! Customer loyalty is worth much more than a single purchase so taking time to build a brand that people love is something every business owner should be focused on.

Contact us if you would like to chat about building your brand.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

I know I have a great product so why am I not seeing business growth?

I know I have a great product so why am I not seeing business growth?

I know I have a great product so why am I not seeing business growth?

Brand Love

Manufacturing and product-based companies are worth almost two hundred billion pounds to the UK economy, occupying just under two percent of the global market. Unsurprisingly, it’s a highly competitive sector and is why so many manufacturers can simply get lost in the marketplace.

Your product may be great, innovative, or of exceptional quality, but your business can still end up getting sidelined and forgotten. So, in a cramped market, how can a manufacturer differentiate itself from its rivals?

The answer is a comprehensive brand strategy.

About half of manufacturers view a brand strategy as an extra cost, and one that doesn’t apply to them or their specific audience. Only around 7% have “strong and differentiating brand value propositions” where their offerings are both coveted and also able to command a premium. Recent research found that overseas consumers were prepared to pay as much as 22% extra for quality British brands: think about companies like Dyson, Mulberry and Aston Martin.

Whilst price point and product quality are important factors to customers, there are deeper issues and questions that all manufacturers should be asking themselves:

– What is it that makes my product distinctive?

– Am I still trying to sell to everyone or have you found your niche market?

– Is my brand the first that comes to mind?

– How effectively am I telling my audience about it?

By successfully addressing these questions you can start to build trust with your customers. Humans are creatures of habit, and will always return to brands they know and trust – they value the consistency, quality and assurance that the brand provides.

When your brand becomes special it also becomes more powerful. People will want to invest in the best, especially when you’re providing a quality product in a specific market. Cost drops away from being the most important consideration. It is an enviable position to be in when you can set the price of your goods.

Connecting with sales teams and retailers is notoriously difficult, but with a recognisable and confident brand the pitch process will be significantly easier – if the client understands the brand with little or no explanation they are more likely to invest. With your brand in demand you can leverage your influence on distributors and retailers, ensuring prime positions where customers and end users can easily find your products.

 

What do you need to do to create a distinctive brand?

It starts with asking yourself some occasionally difficult questions, and answering honestly. You may have invested in all other aspects of your business, but have you fully considered your brand image? Does your offering deliver to a targeted audience? Does your brand generate trust with your customers?

If you’ve answered ‘no’ to any of the questions above then it could be time to take action and talk about your brand strategy – one that works for your company in the long term and successfully elevates your products above the noise.

 

Contact us if you would like to chat about creating a distinctive brand.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Do you have a logo, or do you have a brand?

Do you have a logo, or do you have a brand?

Do you have a logo, or do you have a brand?

Do you have a logo or a brand

In our second video, Dora talks about the difference between a logo and a brand. For a more in-depth look at this, you can read her full blog post here.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

A Brand Review – do you need one?

A Brand Review – do you need one?

A Brand Review – do you need one?

A brand isn’t just a logo – it’s the entire identity of your business. That’s why it’s vital to know if your brand truly captures what you are; whether what you’re saying about yourself lines up with what your customers are saying about you. More importantly, can your target market easily recognise your brand, and identify with its values?

It’s worth analysing whether you know how your brand will grow: are there some strategic adjustments that would communicate your message more clearly?

Perhaps, overall, it’s time for a rebrand? Whether you decide to make minor adjustments to your marketing strategy or completely overhaul your brand, a Brand Review will help you gain a thorough understanding of your business strengths and challenges, leaving you with a clear idea of where to go next.

 

What is a Brand Review?

A Brand Review is an exploratory study that aims to understand your current brand’s effectiveness, evaluating your brand and combining a range of objective observations, factual data and marketing analysis to see how your brand aligns to its stated goals. It applies this data to the wider landscape, checking how the performance positions your business within the market.

A Brand Review will determine where you need to invest in your brand, and how much to invest. The goal is to save your company valuable time and unnecessary spending in the long term by making the changes you should make clear, right now.

 

What a Brand Review evaluates

  • Internal branding Your brand values, mission and company culture.
  • External branding Your business logo, printed collateral, website, digital marketing, PR, social media presence, email marketing and content marketing.
  • Customer journey Your sales process, product lines or services, customer support and customer service.
Team meeting

The Brand Review process

A branding agency should cover these 4 keys areas in a Brand Review.

1. CONSULTATION
The process starts by gathering information from a client about the current state of their business, establishing immediate and long-term goals – using evidence from any existing marketing plans to identify the mission, USP and positioning of the company. In doing this, the agency can compare the objectives of the business against the motives, likes and dislikes of the target market, and identify the challenges the consumer faces and what your brand can promise them.

2. EVALUATE THE COMPETITION
In most cases, a business won’t be the only show in town. It may believe it offers the best in service, but the competition will believe they do too. A Brand Review looks at competitors and weighs up the potential implications of their branding and marketing – and, crucially, the impact that has on the client’s business.

3. EVALUATE THE PROPOSITION
By collecting and critiquing everything from a company’s logo, business stationery, brochures and sales sheets to its printed packaging, exhibition, display and other print materials, an agency can compare and contrast them against one another, as well as the company’s online presence. This includes websites, email marketing campaigns, digital newsletters, social media profiles and content marketing strategies.

4. IDENTIFY OPPORTUNITIES TO GROW
Investing in a brand is about positioning the business in the best possible place, where the target audience can clearly see it and understand what benefits it can offer them. Overall, a Brand Review is designed to highlight the challenges a business is facing and provide its owners with potential areas for improvement – whether it’s making strategic adjustments to an existing brand to enhance its performance, or taking the opportunity to refresh the branding completely.

 

Defining a direction for change

Change can be hard for any business owner, but sometimes the world shifts and forces a company to evolve with it. With a Brand Review, creative minds with decades of industry insight and design nouse can analyse your current brand offer and define not just where it sits right now, but where it could sit in the future – saving you time, money and effort in the long run.

 

What’s the biggest challenge your business has faced in the last 12 months?

  • A change in business direction
  • A shift in customer habits
  • A change in physical or online sales
  • A lack of identified growth opportunities
  • A loss of revenue

If you want to carry out a Brand Review to understand exactly how your brand is currently performing, we’d love to hear from you. Get in touch by emailing Dora or use our enquiry form to connect with us.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!