How to create a successful brand that your audience loves – 7 key traits. This episode explains the seven key traits of successful brands and how you can use them to create a brand your audience loves.
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Welcome to the Unified Brand Podcast brought to you by Elements, Brand Management, a weekly brand building and brand strategy podcast. To help you unlock your brand’s potential. Stand out from the competition and create impact.
Successful brands are not in that position based on luck they’re consistent, considered and downright meticulous when it comes to defining, creating, and crafting their brand.
I’m going to give you seven traits of successful brands that you can use to create a brand that your audience loves.
What traits the successful brands? Well, number one is they know that audience successful brands know who their audience are. They know what motivates them. They know what problem they’re trying to overcome. And they know what they’re trying to reach, where they’re trying to head to, if you’ve ever spent hours in meetings with your team or internally, or if you’re just a solopreneur, if you’ve ever spent hours thinking about what wording should be on your website, what you’re doing in marketing campaigns, what you can do on social media, the likelihood that you haven’t defined your audience is quite strong because generally what you find is if you can’t articulate what you’re trying to say, A lot of times, the reason is, is because you don’t know who you’re talking to and you haven’t defined that audience well enough.
If you want to build a brand that is successful, that your audience loves and it can delight customers. You first need to define who they are.
Tip number two. They know why they exist. Successful brands, understand why they exist. So they’ve defined their brands, why or brand purpose, the reason for being beyond making a profit and this is crucial today, especially not just for your internal team, but especially for your audience. Most brands will never articulate this directly to their audience, unless it, sometimes it’s on your website. You might put it in some marketing collateral. Most of the time it’s never talked about, but what it should do is it should drive everything you do as a brand.
And it should run through everything like a core, right through the center of everything that you do. And if you want your audience to believe in your brand, understand what you’re trying to achieve and really connect to what you’re doing. You first need to understand this also. Tip number three, they are consistent.
Consistency is the lifeblood of branding and successful brands understand this and they double down on it. What you want to do is be consistent with everything that you do, and you want to make sure that it’s in line with everything that your brand stands for. So you don’t put out mixed messages. Brands are built in the mind of the audience.
So if you’re putting out mixed messages, your brand is going to stand for confusion in your audience’s mind or worse still they just won’t remember it at all. Imagine if you’re trying to learn the lyrics to a song every time you got through, say four or five lines, some of the lyrics changed in those first four or five lines, but a time he got through maybe fourth or fifth time round of trying to learn it, you wouldn’t remember what the original lyrics were in the first place and this is what happens with a lot of brands. They put out so much inconsistent stuff that isn’t has no thread that runs between it.
It’s not about building that brand in the mind of the audience. People get confused and they either switch off or they just are completely confused by what you’re putting up. There’s that old adage that it takes seven times to remember something that you see from sort of a marketing point of view. So seven times that you see it, that you finally take it on board. So, if your message that you’re putting out in those seven times is completely different. No, one’s going to remember it.
So being consistent is absolutely crucial to building a successful brand.
Tip number four, they are different successful brands have articulated what makes them different and unique, more effectively simpler. And more memorable than their competition. And this is one of the reasons why they are so successful.
You can differentiate yourself through all the layers of your brand. So you can look at the core of the heart of your brand. You can look at this strategy layer, you can differentiate through visual identity and also your personality of your brand and all of this will work together to build out your unique brand. And it’s all about finding. Your gap in the market, your position that you can hold, that you can stake claim to in the market and doubling down on this differentiation, this uniqueness, that’s your key to being successful is your unique brand what makes you unique. It’s a big mistake that we see a lot of brands making is trying to emulate the competition, trying to be more like their competitors with a similar offering, looking the same sounding the same, just trying to fit in with this crowd.
So you end up being one of many in a sea of sameness. Rather than being the unique brand in a sea of sameness. So you stand out where the rest just are, all the same, build something unique, not similar. If you want your audience to love your brand, you need to be recognizably different.
Tip number five, they cater to their audience. Successful brands. Understand. That their audience is looking to solve a problem or overcome a challenge or a frustration that they’re currently facing. Now, sometimes this isn’t a massive problem. It can be superficial type of problem. It can even be something time, something that’s hard to pin down and take a lot of work for you to think through and try and work out exactly what it is that your brand does to help your audience.
But it’s really important that you find this because successful brands do this and they understand the role they play in taking their audience from. A problem that they have a feeling of frustration, a feeling of being stuck to a happier state of better way of life or an aspirational identity. And they get that their brand is the vehicle or the bridge between these two, two States.
And it’s really important to build that out. Because if you do, what happens is your audience becomes more loyal and they become more of a raving fan because you’ve taken them on this transformational journey. If you can map out that journey, you’re going to take them on. That will help you build a successful brand that builds raving fans.
Tip number six, they use storytelling. Storytelling is one of the oldest forms of communication entertainment. In our culture and they now believe that the way we see ourselves, our personality is through a narrativized concept. So essentially we’re hard wired to react, to stories, emotively, and through connecting to it and being driven through that story.
Now, successful brands understand this and they use storytelling to evoke those emotions. And those visualizations and they take their audience on a journey through a story narrative. So if you can build out the story, using a motive and visual language to paint a picture of the aspirational identity, you helped take your audience through that journey for them before they even interacted with you.
You’re painting the picture of the desired destination. The end of that story. If you think about any narrative, you can think of films, books, that climatic scene at the end. Is where you want to take your audience to that point where everything has kind of resolved. This is where you want to take them.
And you want to try and work out what that climactic scene is, where are they going to end up after interacting with your brand? And successful brands do this all the time. They paint the picture of that climactic scene. So your audience has a problem. They’ve overcome it. They use your brand as a vehicle and they get to this place and it’s that place that you can use and you can paint and narrativize using your storytelling will really help your audience feel connected and as though they’re going on a journey.
Tip number seven, they have a defined. Brand personality. So brand personality is a combination of all of your brand layers that we’ve talked about before. So the core layer or the heart of the brand, the brain, the brand, or the brand strategy. The face of the brand or the identity, and then the voice or the personality of your brand.
Not all of it goes into building this brand personality. And it’s really crucial to defining this as much as you can. So you want to make your brand as much of a person or a character as you can, because your brand should have goals. It should have beliefs should have values. It should stand behind causes.
And all of this goes into building a successful brand that delights your audience when they interact with it. It’s that extra layer of, uh, emotion that sort of sprinkling on top of that special something that really stands aside brands that are successful and the ones that people love to interact with and brands that are just a bit mediocre and a bit meh, if you, if you know what I mean, there’s nothing to them.
So this is, this is something that’s really important for you to define. A way to help build out the character and the personality of your brand is through brand archetypes. What type of brand are you? Are you a ruler type brand? Do you have an element of fun? Are you more of a jester? Are you someone that’s going to come in and save the day for your audience?
You’re the hero? Are you wise? And more like a Sage type character? Maybe you’re the regular guy or girl. Maybe you are someone that is there to help them in like the caregiver role. So thinking about what your brand’s personality would be, if it was an individual, and it’s a good way to do that is to write it down as a character.
And narrativize your brand, how would they interact with the world? Who are they? What do they believe in? If you can fill out that character and tie them as well to people in popular fiction or characters in literature, if you can think of people that they would portray another fun way of doing it. This is, if you ask yourself the question, if they were an actor, an actress, who would they be?
Who would the brand be? Another way of doing it is if they’re a fictional character, who would they be? Another way of doing it is if it was a band. So if there were a band or an artist, what band or artists would they be another way is to pick a color? So what color would they be? Not, not to do with your brand’s color, but just what color would they be if they were a color and all these things can be quite provocative questions to help me define that.
That brand personality. And just build out that little bit more. In order for your audience to, to relate to your brands, build a connection with it, and the relationship you need to build out a personality for them to connect to and interact with.
To sum up, to build a successful brand. Your audience loves takes time consistency and imagination. You need to make sure you understand what role you play in your audience’s life. You need to effectively differentiate yourself from your competition and you need to build a personality for your brand that makes your customers delight in interacting with it. All of this plus you need to take them on a journey. From a state where they are to where they’d like to be. And if you can do all of that, then not only will you have a successful brand, but you will have raving fans that will keep coming back and promoting you to everyone they know.
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