What is the fear you are fighting?

When we talk about a brand's audience, the first questions that pop into mind are age, income, location, and career. We need to know that, but it's not enough. Even if we carefully investigate those details, we may still end up talking with many people who may not be our perfect fit.

The answers to finding our audience may lie a little deeper. People are more than their metadata, and brands should treat them as human beings, with thoughts and emotions. People have passions, desires, and drives. But they also live in a world that scares them.

Sometimes, it’s not our job to give people what they want. Sometimes it's our job to understand their fears in order to help them.

After the price, what comes next?

Price will always be a significant filter. It is a barrier to any product, regardless of whether it’s cheap or expensive. Once the price range is found, any brand will be faced with the choice of where to stand in that range.

Will our product help reduce the weight of our fears, insecurities, and most negative of emotions? Will it work for our happiness?

Customers need to feel safe

We live in a world of insecurities, and marketing usually fuels them. We should be doing the opposite.

Let’s take a look at the Deloitte Global Millennial Survey. Some of its findings are conclusive in this regard. We are more growing ever more insecure:

• Only 26% of respondents are confident about the positive evolution of the economy. In 2017 and 2018, 45% of respondents expressed confidence that the economy would grow in the coming years.
• Only 24% of young people expect progress on a social and political level. This is down from 33% in 2018 and 36% in 2017.

This is our vision of how to build brand loyalty. In a world where a sense of security is becoming rarer and harder to find, we feel like it’s part of our job to provide it. We are confident that brands that provide customers with relief from the insecurities and negative emotions of modern life are the ones that will develop stronger emotional connections with customers.

The fears

The key is knowing the insecurities, fears, and negative emotions we want to eliminate with the product/service we create. Make that moment of the day when a person will use our product/service a moment when their negative emotions, fears, and insecurities are low.

For example, anxious people will identify with brands that ease their sense of anxiety. They will identify with brands that provide them with services or products to use in their daily lives, making it possible to carry out everyday tasks in the most controlled and effective way possible to avoid constant anxiety. In order to break the tension, they provide peaceful, serene, calming moments—the little tranquilizers of everyday life.

Busy people will identify with any brand that allows them to have time for the people, things, and activities that matter to them.?

Vegans will connect with brands that will avoid hurting animals with conscious practices in the production of their products.?

How can we make our brand feel secure?

• Asking what, why, and how;
• Asking about the purpose of building the product/service;
• Asking about the vision we have for our brand.

This is what we’re good at

We are an experienced team that knows about branding, strategy, and marketing. We will help you create a brand for your product and service that will guide someone through their specific fears.

Let’s look at Onda, for example. We ensure our clients have a brand and communication manual and plan, to communicate who they are in the best possible way, minimizing the fear their clients can feel.?

• We combine our design, marketing, copywriting, and no-code development expertise to build the best brand;
• We create a communication plan together and support you through the implementation process;
• So far, we have helped 21 Web3 projects become a brand. Let the next be yours!

What is the fear your brand is fighting? Do you know? We can help you crack it out.