BRAND STRATEGY – WHAT ARE WE SELLING?

Brand Strategy

Building a brand isn't just about slapping a cool logo on your product and calling it a day. It's way more like being the host of the party everyone wants to be at. You've got to know what makes your guests tick, what kind of music gets them dancing, and what snacks keep them talking. In this world where everyone's selling something, the real winners are those who make you feel something. We're diving into the nitty-gritty of brand development and making your brand the one people can't stop chatting about. From tapping into those all-too-human emotions to spinning a story that sticks, let's break down how to turn your brand into the main character, not just a background prop.

The Emotional Blueprint of Brand Engagement

Have you ever done a supermarket dash when you haven't eaten all day? Did you end up with a trolley full of snacks? Emotions guide our buying choices, with logic stepping in to rationalize those decisions afterwards. It's crucial for brands to target the emotional triggers influencing consumer actions, it’s a great opportunity to leverage the emotions of their products to connect more deeply.

We get it, that sounds like a tall order for a saturated market. You can start by understanding your consumers' needs and purchasing decisions. Let's dive into some great examples of brands that have evoked specific emotions, leading to deeper consumer connections and loyalty:

Redbull – Thrill in Every Can. It's the most obvious choice of brand selling excitement, and adventure and is always pushing the limits.

Red Bull does more than energize; it's the pulse of adventure. With the mantra "Red Bull gives you wings," it's about the rush of the leap, the excitement of the new. Through sponsoring extreme sports and producing heart-pounding content, Red Bull is for those who chase the thrill. It's not just a drink; it's an invitation to push your limits and live life at full throttle.

LEGO – Unleashing Creativity. Harnessing creativity and selling imagination and people bonding.  LEGO isn't just about plastic bricks; it's a gateway to imagination. It's that warm, fuzzy feeling of pride when you build something from scratch. LEGO connects with the kid in all of us, making us believe in the power of creativity. It's about the joy of creating your world, piece by piece, and the bond it forms when we share this joy. LEGO makes us all builders of our dreams, no matter our age.

Nike – Just Do It. How do you sell an already well-known brand? How do you keep it current and keep people interested? By selling motivation, inspiration and achievement! Nike’s “Just Do It” campaign is more than a slogan; it's an invitation to empowerment by featuring athletes of all levels, from beginners to professionals. Nike inspires people to push beyond their limits, tapping into the universal desire for achievement and self-improvement. Their messaging often evokes feelings of courage, determination, and resilience, making consumers feel like they're part of a larger community striving for greatness. 

The Importance of a Brand Promise

Prioritising and delivering on a brand’s promise is crucial to creating memorable and valuable experiences with the consumer. It serves as a cornerstone of consumer trust and expectation. This can be done through storytelling, creative and authentic stories can encapsulate the brand’s promise, making it memorable and engaging.

A great example of this is Patagonia, they use a powerful brand promise centred on sustainability and ethical practices, committing to "cause no unnecessary harm" in their production. Their storytelling seamlessly ties in, focusing on conservation and outdoor adventure, effectively connecting customers to a larger narrative of environmental stewardship. This approach not only highlights their products but also aligns consumers with a global movement for a sustainable future.

Aligning With Consumer Needs: Pain Points Vs. Desires

Pain Points Vs. Desires, what do we mean by this? Well, solutions to problems tend to sell better than enhancements to desires – much like painkillers are often a quicker sell than vitamins. By focusing your strategies on addressing existing needs rather than trying to spark new ones thus fulfilling a clear demand, your brand can secure profitability and establish its value within your niche.

Dyson has done this by addressing specific problems rather than merely enhancing desires. Initially famous for their bagless vacuum cleaners, Dyson tackled the common frustration with traditional vacuums' loss of suction and the mess associated with changing bags. Their innovative cyclone technology not only solved these pain points but also redefined the market's expectations for what a vacuum cleaner could do. By focusing on solving a clear and common problem, Dyson established a strong market presence and expanded its reputation for innovative, problem-solving products across various categories.

The Unseen Power of Marketing

F** average, be extraordinary, is a phrase we use all the time, its so applicable in our industry! Marketing is such a powerful tool, it can make even a lesser product outperform a superior one with inadequate promotion. To stay competitive, identify your brand's unique edge and choose a lucrative niche. Continuously enhance your marketing approaches to maintain a lead over your rivals. 

GoPro is such a great example of this, they triumphed in the action camera market with stellar marketing, positioning their cameras as must-haves for adventurers. Their strategy centred on showcasing real, thrilling user experiences, making their products aspirational and emotionally appealing, despite the competition possibly offering similar or better technology.

Simplifying Choices to Enhance Engagement

They say that too many choices can overwhelm us and cause us to not choose at all. So why not get rid of them all! Or at least most of them, keeping choices for your customers simple can help speed up decision-making processes leading to higher satisfaction and fewer decision-making conflicts.

GoPro is again a good example of this but just to mix it up, let's throw in another brand! Apple. Their product line-up showcases the effectiveness of limited choices. By offering a curated selection of devices within each category, Apple simplifies the decision-making process for consumers. This approach, focusing on refining and perfecting a few key products, has not only reinforced Apple's reputation for quality and innovation but also made it easier for customers to choose without feeling overwhelmed by too many options.

Wrapping up, it's clear that the brands that stick around and really make a splash are the ones that get us on a human level. They're not just throwing products our way; they're creating experiences, sparking emotions, and making life a tad more interesting. Whether it's LEGO igniting our inner child with a pile of bricks, Red Bull pushing us to the edge of adventure, or Apple making tech not just smart but kind of cool to hold, it's all about that personal touch. And let's not forget the magic of keeping things simple. In a world where we're bombarded with choices, there's something refreshing about a brand that says, "Hey, we've got just what you need, no fuss." So, as we navigate the bustling market streets, let's tip our hats to those brands that do more than just sell - they make us feel like part of something bigger, and isn't that what it's all about?