Brands are important. Consumers experience a brand through a combination of statements, facts, associations and events. That experience makes or breaks a product. Many people will have instant associations with brands such as Apple, IKEA, NIKE or MEXX. The art lies in directing that “brand feeling” so that it sits comfortably with the brand’s objectives.
First of all, MarketingMonday helps you to formulate or reformulate those brand objectives, starting with “what the brand is now” and working towards “what the new brand wants to be”. Your brand must have a distinctive, brand-of-choice identity. The brand must be highly rated and trusted by customers and prospects. Once the brand objective has been formulated, and the desired brand connotations have been redefined, we handle the process of creative translation. This gives you a clear and demarcated starting point for communication and for forging a relationship with your target groups. Customers, prospects and suppliers must be (or become) proud of your brand and share their positive experiences with others. In this way, you cultivate ambassadors who are highly instrumental in the experience of the brand. The positive influence of this group of “fans of your brand” is a powerful element of your brand strategy. It is also important to identify positive and negative reports (buzz) which can nurture or damage the brand, and take action when and where necessary. Your brand promotion activities will involve you in social media, which might include using viral tools to stimulate the experience of your brand. For these purposes, it is crucial that the brand is honest, transparent and useful, and elicits responses. The brand broaches dialogue with customers and prospects, preferably in a crossmedia approach involving several channels - offline, online and multi-channel. More than ever, your brand’s message will be conveyed to your target group in different capacities and through various channels. We would welcome the opportunity to help you determine your strategy.
- A good brand experience is essential to any successful commercial strategy
- The brand experience must be distinctive and trusted, and elevate the brand to “brand of choice” status • The brand must be transparent, accessible, honest and useful and must elicit a response
- Use social media to communicate and monitor buzz
- Use viral marketing to convey the brand experience to the target groups
- Adopt a cross-media and multi-channel approach to communication
- Make your brand image strong, as this yields the best
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