TOP 7 IMPORTANT CHARACTERISTICS OF A SUCCESSFUL BRAND
If you’ve been in the marketing industry for quite a while, you’ll agree that marketing isn’t easy. Just like most entrepreneurs, you’ve probably spent several hours reading blog posts, watching videos offline and online, listening to different marketing podcasts and developing marketing strategies in a bid to make your audience larger and your ROI higher.
You don’t have to feel alone; it’s understandable, every entrepreneur experiences that.
Despite all these efforts, most times, it seems all the efforts are not yielding results; you don’t seem to be connecting with your audience the way you would like to. Or maybe, you probably wish you could get more engagement from your audience.
Don’t worry. Many entrepreneurs face this problem and truth is, it’s not an easy problem to solve.
So what’s the solution?
A high percentage of your ability to solve this problem lies in your branding efforts. If you wish to get the engagement you dream of, you have to build the strongest brand in your industry. Look at big brands like Coca-cola, Indomie, Maggi, etc., they’re excelling in their space because of the level of their branding.
This, however, is easier said than done. Some brands require more efforts than others for them to stand out.
In today’s article, we’ll be highlighting the top important different traits that your brand should adopt if you wish to excel. If you can adopt these brand success traits, then you’re sure to enjoy a much better customer engagement and an enhanced ROI.
Top important traits of successful brands include;
Having a Purpose
Having a brand purpose is key to having your customers connect with your brand. Only when this connection exists can you get the results you need from your business. When people wish to connect with your business, they look out for your purpose.
What is the biggest purpose you’re trying to achieve with your business?
What is the motivating factor that they have in common with your brand?
Your audience needs something to connect with, and when you don’t have it, a big hole, a disconnection, will exist between your business and your customers.
In today’s marketing atmosphere, different brands look alike, and several brands are leveraging similar marketing strategies. In a market as competitive as this, your vision and mission are the only things that’ll make you stand out.
This means that your purpose should be clear and easy to understand.
With a purpose, your potential customer can connect with you and become passionate about doing business with you. Your brand, in some way, will become part of their identity.
Being unique is critical to strengthening your brand in a competitive market. Like we mentioned earlier, you’re not the only person doing what you’re doing, and other brands are probably working with similar marketing strategies as you.
This means you need something to differentiate you from the crowd.
With a unique identity, you can make high sales even in a highly competitive market. The smart gadget industry is saturated, yet Apple consistently earns big money simply because they branded their products as unique. Start by identifying your ideal customers and then proceed with building your brand around them. Present a mission they can identify with and create an exclusive community they’ll be proud to belong to.
When you achieve this, you may have a smaller audience, but they’ll be extremely loyal to your brand and will seek you out without you putting much effort.
This is because they’ve identified you as the expert that can deliver what they’re looking for.
Change is constant, and so is customers’ taste and desire.
This means, for your brand to remain relevant in the industry, you need to be able to change with changing trends. You need to be able to keep up with market fluctuations and the evolution of related industries.
Regardless of the size of your business, ensure that every significant stakeholder of your company is flexible when it comes to adapting to change. The more dynamic your brand is, the better.
Use of Storytelling
One of the most effective ways successful brands succeed is by using storytelling to tell stories that sell their brands. When you adopt storytelling, you’ll appear like a company run by real human beings with emotions and not just some robot. Storytelling will breathe a feeling of familiarity into your brand and make it easy for your audience to identify with you. It helps you build a trust that’ll facilitate your business growth.
Stories are a great way to have your brand stick to the mind of your customers permanently.
Simplicity is crucial to business success. It makes it easy for customers to understand and identify with you and also makes it easier for you to run the organization. Keep the message your brand is trying to convey as simple as possible. Make your branding in a way that whenever people see your business anywhere, they should instinctively understand what you’re about.
If your brand is hard to figure out, your potential customers will ignore you and move on with the next brand.
Consistency is essential if you wish to drive your message home into the heart of your audience. People hate it when others are inconsistent, and this hate intensifies when a business is not consistent and cannot be relied on. Your customers expect to trust you.
If you never commit to your promises or ideas, people will lose the feeling of trust and consistency they associated with your business. Run an organization that stands for something and stick to it till the end. Also, endeavor to do what you say; let your actions match your goals, especially when it involves your customers.
A huge part of getting the attention of your audience is dependent on your marketing strategies and how engaging and interactive they are. People want to connect with a brand that spikes emotions and not a brand that seems robotic. They wish to have a mutual relationship with your brand and not be talked at and overly sold to.
This makes it critical for you to leverage every possible channel, like an interactive website and social media, to interact with your audience as much as you can.
This will help your brand seem more real and genuine.
In conclusion, these characteristics of successful businesses are just a few out of many traits for business success. The key takeaway is that people want to be able to identify and relate with a brand before they can make a purchase.
Allow your brand to be a part of your audiences’ lives, and you’ll see the success you seek.