A common trap many businesses fall into when it comes to marketing, is over-complicating things. Rather than clear, concise messages, many firms try to cram as many features and benefits as possible into their messaging. However, this approach only acts to dilute what you stand for and leave your customers confused. We know consumers are looking for brands they can connect with, and inconsistent messaging can make it very difficult to build customer relationships. In fact, a McKinsey & Company study showed that companies with strong and consistent branding are 20 percent more successful than those without.
Many companies make the mistake of thinking that their brand is the product they sell, the name of their company, or even their logo and colours. However, to create an effective branding strategy, you need to go beyond this to consider your purpose, what emotions your brand evokes and how you plan to connect with customers on a deeper level so that they really ‘buy into’ you.
This is why it’s vital to keep brand messaging consistent. A key aspect of building a trusted brand is to ensure your business communicates the right messages, to the right people, in the right way across all platforms and through every interaction they have with your business. Think of the most iconic, well-known, loved and trusted companies which inspire loyalty from their customers. Innocent Drinks, for example, prides itself on its environmental and charitable credentials and its use of natural ingredients. This is borne out by the way it behaves as a company – donating 10% of profits to charity and supporting sustainable food producers.
If your brand says you are one thing, but you are something completely different, you’ll never build trust with your customers. Instead, you’ll cause confusion, break trust and can, in some cases, turn customers away. Keeping things simple from the start and focusing your efforts on perfecting your messaging will help you to build a brand which engages people, provokes an emotional response and helps to build loyalty and trust among your customers.
Our colleague Laura Parkinson from Ogee Marketing, who delivers a combination of marketing and business development support to organisations agrees. Says Laura: “Your brand is the emotional response you generate from people, it’s what they say it is, not what you say it is! For organisations who employ people, it can be hard to ensure that every member of your team generates the right response through their activities and engagement with customers. And ensuring this matches the response you generate through your marketing activities is even harder. A great starting point is to ensure you are able to deliver what you promise by having a marketing strategy which is realistic, deliverable and which everyone is informed by.”
To find out how we can help you to get your strategy right and perfect your company’s messages, why not drop us a line; [email protected]