5 Keys to Brand Marketing and Loyalty

Since the explosion of online marketing and advertising over the last decade, brands have been vying for consumer attention. In 2016, we saw global adspend grow 5.7% to reach almost $500 billion! Although the trend looks to decline in 2017, we can all admit that businesses have a strong diagnosis of ADHD right now.

The problem is, many strategies are too focused on entertainment. Competition has caused brands (and people in general) to chase "likes" and "shares" over sales and loyalty. Is it fair to compare an entertaining company promo to the Instagram girl with 1,000+ duck faces? Maybe not, but is this how we measure and monetize success now? At the same time, you're not going to hear marketers pumping the brakes when they're getting paid for clicks..

Why Speaking to Your Audience is Important

I understand how "one hit wonders" can turn profit - but when it comes to branding - do you really want to be known for an attention grab? To me, popularity ended in high school..

This is why I'm passionate about shining light on the power and importance of branding. Developing a promise and corresponding identity is key to recognition and sustainability. Temporary engagement and acceptance is just that: it's temporary. Building a brand and corresponding marketing strategy is all about driving home a specific value in a certain voice.

The Good News? Perspective is Shifting..

Companies are beginning to understand the return they receive from short-lived ideas. Exposure from "likes" may feel great, but "moments in time" don't necessarily drive new acquisition. There's a reason advertising dollars are decreasing this year. But, not everyone is cognizant of this.

Here's the down low.. Consumers want to buy from brands that understand them. They want to invest in something that means something to them. They want to be valued and buy into something they can identify with or relate to. People's pride in who they are is at an all time high. So when you think about it, vying for their attention inauthentically can lead to demise. Advertising for popular votes might just only be viewed as entertaining.

Create a Brand Identity to Market Successfully

If you want to keep up with the times, then you need to hone in on your why. "Faking it til you make it" is cute and all, but substance means everything now. I recommend you dig deep to uncover your identity so you can market accordingly. If you need help with your PreFocus, shoot me a line.. In the meantime, here are 5 things that will increase your marketing efficiency and improve brand loyalty.

1. Be Purposeful. Don't reach for opportunity and take the time to understand who you are. Most importantly, determine who your customers are. Getting to know the wants and needs of your audience allows you to speak to them in a way that makes sense. A broad net approach is lazy and will garner you lazy results. Don't post on social media just to post. Don't chase after popular search phrases or pay for keywords that don't align with your value. Quantitative methods are easy to measure by agencies, but a qualitative approach pays dividends. Don't waste money and showcase intention.
2. Be Authentic. Stay true to your why story and focus on genuinely helping your customers. It's so important that you're not fake with your strategy. Consumers are looking for ways to call your bluff. Targeting them with a personality helps you stay in tune with their values. Sometimes this means being a little vulnerable. Either way, lean on original value and showcase reality.
3. Be Relevant. Don't market or advertise on your own understanding. Don't invest in avenues you want to invest in because "you're the boss." Take a step down from the pedestal and cater content to your defined audience. I'd even recommend finding someone to help you define perspective. Focusing on their emotions, desires, behaviors and attitudes will help you drive credibility and trust. Showcase your value for their business.
4. Be Consistent. Don't waiver from your brand identity. Avoid confusion by staying in your lane, where your competency lies. Getting off track with new ideas (or to compete with competition) will only cause people to lose track of your value. As sweet as the temptation may seem, showcase integrity.
5. Be Committed. Always keep your promise - no matter what initiative you're investing in. Train your umbrella to uphold brand standards and hold people accountable when your reputation is at risk. This includes employees, partners and anyone else communicating your message. Establish cohesion throughout the organization so everyone knows how to convey your differentiation, competency and value. Stay committed to garnering loyalty by showcasing trust.

Thanks for taking the time to read my perspective! I look forward to your comments! If you'd like to follow my journey, I'm on Instagram, Twitter or Facebook. Be purposeful in all you do and always remember to PreFocus.