Branding discussion: Developing a brand persona – Part I
People who love their brands have an emotional attachment to them that’s almost impossible to match. Give an Apple enthusiast a Samsung Galaxy to play with, and watch him politely decline to try the $700 phone. Whether it’s Target for reliability and quality, Neiman Marcus for luxury goods, or JetBlue for affordable airfare, people stick to brands when there’s trust and loyalty between the brand and the consumer.
But how can a marketer with a new product, service or feature create and instill brand loyalty and a brand persona into its users? After all, the business owner is typically working in a competitive landscape – while the brand may offer a superior product, the business owner unfortunately still must rise above the noise to get potential customers to convert to loyalists.
Brand strategists have discovered that they can do this through creating a strong, unique brand persona. By addressing a few key concerns, they can rise above others in the field to establish a strong brand presence, as well as a loyal customer base.
Tips from Our Florida Advertising Agency
Know Your Audience: Truly understanding your audience is two-fold. Data helps provide insights about your target demographic – perhaps they are female smartphone owners, aged 25-35, who enjoy cooking. But once you know your audience based on consumer insights, you might simply begin to develop gut instincts about them. There’s a fine line between giving your consumers what they want based on your analytic data, and giving them features and services they love that they didn’t know they wanted.
Create an Ideal Customer: If mom-to-be Hannah Jones, who lives at home with her husband in a middle class home in the suburbs is your ideal client, then perhaps you’re doing yourself a disservice by heavily marketing in urban areas. Our Florida advertising agency warns against attracting customers that are not ideal, you may also damage your business by potentially causing dilution of the brand name. Take some tips from the brand Airwalk, which quickly fell downhill once it stopped making its line of specialty shoes aimed toward teenage skateboarders and available only at specialty stores, and accidentally began reaching the thrift consumer instead.
Know Your Product: If you’ve developed a high-end service for luxury watch owners, then chances are that your brand voice doesn’t need to seem as though it’s wired on Mountain Dew. Instead, look closely at the types of publications and blogs that cater to your ideal customer, and review them to learn about what’s popular with your demographic in the moment. If your product doesn’t seem to be an appropriate fit with your target, then you may need to pivot your business or your strategy in order to keep in line with what your target needs.
Once you’ve addressed these items, you can then begin to create your own brand persona. Part II of this article offers ways in which you can begin to develop a campaign around your target consumer.
Part II is coming tomorrow…