A brand identity enables companies to project their image to the public. The image projection is purposeful, and organizations spend millions of dollars to determine & project specific aspects about themselves to the world. A marketer’s dream is to create an impression that consumers adore to a fault.
Leading brands have unlocked what makes the public tick and created a movement. However, creating a leading brand is more straightforward than maintaining one; organizations must figure out how to fuel the movement. Both financial and marketing metrics measure the success of a brand-fueled campaign. Apart from revenue generation, you have to impact consumer engagement.
NYC is home to more than the top ten designers globally, and competition for consumer mindshare is stiff. Business owners are racing to gain top-of-mind awareness and create a desirable brand. You can take the following actions to evoke powerful emotions in consumers to captivate them and rev up your revenue.
Inspire
Inspiring people is about identifying an aspiration of their life that is critical to them and helping to achieve it. People respond well when they interact with a brand that is relevant to them. When you create relevance to a large group of people, you have a magic bullet to an undisputable movement. Use emotions and influence your customers to stand behind your brand.
Inspire customers by creating messages and innuendos implying they can be at a better place through your company. To pull off such an endeavor, know your target audience well. Obtain insights into consumer demographics, needs, and inclinations to establish what drives them.
People have aspirations for their better selves, and when they identify any avenue of progression, they do not let go. Powerful brands know the art of stimulating audiences to take particular actions that favor the brand. Consumers are looking for connections that supersede paid-up advertisements.
Engage
Consumer engagement is the next step after the interaction with your brand. However, it is not a natural step because the audiences will only engage with a brand that is attractive or captures their curiosity. There are many ways consumers engage with brands that are visible to the organization.
Some brand engagements include – clicks on digital platforms, sharing, messaging, participating in gamification, etc. The ultimate engagement is making purchases. Consumer engagement is a process that, with sufficient motivation, results in a sustained brand following. Some organizations go to great lengths to achieve enviable brand loyalty, e.g., through brand activism.
Brand activism is when an organization takes an activist stand on a societal issue to appeal to its target audiences with similar inclinations. For example, an organization can advocate for gender empowerment and communicate the steps it takes to ensure gender equality and develop specialized products for either gender. The brand appeals to gender empowerment advocates and progresses the movement.
Form a Community
Many companies create prevailing brands by aggregating communities with common goals and facilitating them to achieve them. People find a sense of belonging in such forums, achieve their goals, and are forever indebted to the vehicle that brought them together.
With increased digital platforms, it is easier to form homogeneous groups of people and attract others to join them. Identify similar purposes among your customers/target audiences and create a community with a cause. In such forums, people express themselves freely, seek guidance from one another, and advance their personal goals.
The forums also become a critical avenue for drawing insights to serve customers better and enhance the brand image. You connect with your customers, let them feel heard, and in return, gain brand ambassadors. Soon, the community gains a cult-like following that benefits your brand.
Show Support
People working in the organization are the first-line brand ambassadors. You can lead by example by donning branded attire, carrying around branded items, and generally embracing the brand in your daily life. Be the champion of advocating for the brand in the company, and others will follow suit.
Have your logos and designs strategically placed in items that promote the brand image. For optimal exposure, seek professional guidance on designing and using the brand symbols. A branding and advertising agency in NYC can provide strategies for creating and exposing your logo in various items.
When people around you and the community see your dedication to the brand, they follow you. Have the items readily available to distribute to your acquaintances and social interactions to enable them to spread positive messages about the brand. People admire companies whose employees are proud of their brand, and such actions inspire trust in the public.
Fuel the Movement, Build a Powerful Brand
There is no one way of fueling a movement to build a powerful brand. Companies and sectors are different, and their audiences will respond differently to brand-building initiatives. The onus is to find what works for your target audience and power it. Always test through research for audience reactions before launching brand campaigns. You will unlock what it takes to have a movement to behold.
