Crafting a brand message for the right audience
Nobody likes to be told anything. Today more than ever marketing and communicating with consumers is a full contact sport. As the Brand has taken on the persona of a human, the expectation of that relationship has shifted to a more cooperative dialogue versus a one-sided information source.
If we explore the idea of teaching a brand message versus telling a brand message, we open up a world of possibilities with our customers.
What does Teaching a brand message look like?
A desire to learn - Teaching inherently starts with a person who has a desire to learn and a party with information to share. However, the invitation to learn isn't always obvious. The desire to learn typically comes from one of two sources: need or aspiration. When there is a problem to solve, the desire to learn comes from a place of need. When there is no problem, the best marketers can create the illusion of a problem through aspiration: "I want to be wealthier. I want to be thinner. I want to be more successful." Luxury brands excel at this type of marketing, unlocking needs that consumers didn't know they had. Can you look at your current brand message and see where it brings a desire to learn to bear for your customers?
A message that connects - Creating a connective message might seem really obvious, but you’d be surprised at the confusion some brand messages can cause. As we live in a hyperactive world, consider trying to boil down your brand message to an Instagram post. An Instagram post can force you to understand how your brand message can be distilled into its simplest form and captured in a single image.
Challenge your team to an exercise to produce the image they think represents your brand...good fun and learning for all.
An invitation to participate and share - If you've nailed the introduction and initial communication with your customer, don't leave them hanging. Your customers may pick up on sharing right away, but you must have a call to action. The invite to share and participate can be explicit, like a contest, or can be more subtle. Start with simple invitations like commenting on social posts with “what do you think”, “what’s your best shot?”. If you're communicating effectively and extending the right invitations to the right audience, your brand should have fans who will bring their friends along to the party. The brands who teach, rather than tell, are able to scale their brand reach through authentic, viral sharing from their customers.