Five Tips for Creating a Compelling Brand

When audiences think of your brand, what comes to mind? Is it the brand story you created with your team, or is it something else, something less clear, defined and compelling?

That’s my way of asking, does your brand have a clear, simple story that differentiates it in the marketplace?

In the digital age, “marketing” and “mass media” have taken on a new meaning as audiences now control much of the discussion about brands and their reputations. For your brand, this shift represents a big opportunity, but also creates challenges that require you to proactively establish, manage and consistently maintain your brand story.

With that in mind, here are 5 tips for creating a compelling brand all your own.

1. Stick with the Why

Why should your audience listen to your story and care about your brand?

Navigating this question requires going to a deeper level of engagement beyond just talking about what you do. It’s by articulating why you do what you do that you can establish your brand and begin broadening your audience.

The majority of brands, whether they realize it or not, tend to focus on the What first. The what is very important, but audiences will always want to know why you’re different from other brands and why it matters to them. This central element must speak to your core purpose regarding why you do what you do. The What and the How, these come later.

2. Target Your Audience

A great brand story is simple, clear and aligned internally, but importantly it must also resonate with an audience’s needs and desires. Great stories motivate people to do more than just make a purchase—it drives them to want to be a part of your world.

Big brands with very clear stories always have their audiences at the fore of their mind. Think back to Apple’s “Think Different” slogan, for example. It is more than just a tagline, it’s a way of speaking directly to customers. Thew sentiment emanates from the core purpose of what the company does: providing innovative products for driven, creative individuals who want more out of life. In just two words they get their entire story across—but they wouldn’t have landed on that slogan without knowing what their audience desired in the first place.

3. Simplify

If you have your why, your audience, and your story, you still have to know precisely how to communicate all this in campaigns. It’s always best to do it simply.

If your “why” solves a tough or important problem, make sure you’re clear and forthright in how you communicate it. Your messaging must articulate very clearly the real value that your brand brings to customers. Most people have neither the time nor inclination to figure these things out on their own—and frankly they shouldn’t have to. The question needs to be both asked and answered thoroughly by you in all that you do.

4. Stir Emotion

Always give audiences a reason to care, listen, engage, buy, and stay . People don’t make purchases after making logical, rational, well-reasoned decisions. They make decisions based on emotion.

There is a huge difference between whether your audience views your story as just another transactional relationship or a story that connects emotionally. Get to their heart, their desires and needs, and you'll have yourself a new and happy customer every time.

5. Make the Customer the Hero

Brands will only resonate when the audience can put themselves at the center of your story. Just as with Apple’s “Think Different” branding, you must make the audience the hero while assuming the role of a mentor. When your goal becomes participation rather than control, the hero is more likely to give your brand entry into their BuyWay .

Creating a compelling brand can be challenging. It requires authenticity, consistency, and an eye for creative insight and detail. Always remember to ask yourself: does your brand story make the customer the center of the action? This is called outside-in thinking, where you put yourself in the shoes of potential customers and uncover why they’re motivated to engage with your brand, and it’s critical to branding success.

TopRight loves helping marketers transform brands! If you feel like you could use a little help or a quick marketing health check, then?let’s have a conversation. ??And as always, feel free to connect with?me on LinkedIn , follow me?@toprightpartner , or if you want to go deep on transformative branding, grab a copy of my new book,?Marketing, Interrupted .