Brandformation
As the name implies, "Brandformation" is the combination of two primary things:
1. The formalization of a brand's identity within any and all digital environments.
2. The ability for a brand to share information with and amongst advocates that is relevant and aspirational.
Consumers are smarter and more empowered than they have ever been before. The 'New World Web' has evolved to a point where people are more loyal to personal connections and trusted information, rather than places, destinations, or companies. Brands, and the companies they represent, must embrace this reality and constantly think of innovative ways to provide and cultivate information that is relevant to markets, as they move across the digital landscape.
As championed by digital consultancy, Visual Orange, there are distinct strategies to consider in formalizing a brand and giving it the ability to provide informational utility:
- value strategy
(price - quality relationship but be aware a strong brand is not built on price war);
Adding a price comparison tool to the web site is very convincing and provides immediate product or service application.
- aspiration strategy
(make consumer dreams come true; create advocacy);
Publish stories of people who actually pursued their dream and reached their goals.
- usage strategy
(use it and you will belong to a certain group of people, or, relieved be from the stress of finding information);
Success stories and user cases that speak to helping people solve their business challenges.
- emotion strategy
(very powerful and most effective when used in combination with other strategies);
Evoke emotional responses using powerful imagery and by telling interesting stories. Reserve the primary space for these elements
In order for brands to fit in, as opposed to break through or disrupt, they must constantly establish and prove their market relevance. As you might imagine, missteps have huge repercussions.
Further, brands and marketing executives are awash with reporting data (lots of latent numbers), but are really looking for a way to make sense of it, streamline it, and, make it more actionable... and earlier on in the management cycle.
At Heardable, our goal is to not only provide you with a utility that can show you scalable ways to address these critical needs, but work with you developing and improving upon a viable solution set.
The Brandformation is coming... Are you ready?
About Jon
Being Heardable, the Heardable Blog, is curated by Heardable co-founder and digital marketing veteran, Jon Samsel. Jon is based in Los Angeles, and Singapore.