Winning Brand Attention: Why Bold Moves Matter
In a world with 500,000 brands across 2,000 product categories, and a 95% failure rate for the 30,000 new products launched every year (1), capturing consumer attention is hard, and capturing their loyalty is even harder.
In a crowded and competitive marketplace, maintaining relevance, visibility, and recognition is crucial. To achieve this, it's important to make bold moves. This may seem like a daunting task, but a few essential elements can help capture attention and build a loyal customer base. Bold does not have to be big and shouty, it can often be the simple but consistent actions that can make the significant difference and win consumers' hearts and minds.
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BE REAL
In today’s attention seeking environment, authenticity is prized currency. Edelman's research reveals that as many as 81% of consumers prioritize brands that they trust and feel will act in their best interest when making a purchase decision (2). Therefore, it's essential to determine why your brand deserves this trust and attention. We make it our first priority to ask this question during the briefing stage of our branding projects. Given that consumers lead busy lives, you need to provide a compelling reason for them to pay attention to your brand amidst all of the noise.
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Being authentic means aligning to a purpose that feels true for that brand. A purpose-driven platform offers a broader range of storytelling opportunities. Impossible Foods has taken environmental stewardship and sustainability into the heart of its brand, using less plastic than competitors in its Impossible Burger packaging. Its eco-friendly design aligns with the company's mission to have a positive impact on the environment while still delivering a high-quality product to consumers.?
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But what if you are not a purpose-driven brand? Chances are that you are delivering some type of solution to your consumers, be it a product which makes their life easier, happier, or more fulfilling. While consumers want brands to do the right thing, that right thing doesn’t have to lead your marketing. Being authentic means doing one thing well with honesty and consistency.?You will be rewarded for it.
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MAKE IT PERSONAL
Touchpoints such as social media or out of home communications plant the initial seed for your brand even before the consumer arrives at the shelf. Building emotional connections with your audience through these touchpoints is crucial to fostering engagement and loyalty with your brand. 83% of global CMOs say that an emotional connection is important to the future success of their business (3). That’s because the payoff is so huge: emotionally engaged consumers spend up to two times more on brands they’re loyal to.
Brand mascots can go a long way in establishing a brand’s persona and can create a long-lasting emotional connection. In our recent collaboration with the Fairy washing up liquid brand, we had the opportunity to work with the P&G team as they modernised the brand’s infamous Bizzie baby mascot.
By enhancing the recognizable design details such as the fluffy nappy and signature profile stride, a 3D version emerged that retained the character’s confidence while bringing a refreshingly cute and contemporary look. This fun and engaging character was able to come to life across multiple touchpoints and capture the attention of a new audience, fostering a strong sense of emotional connection and brand loyalty.
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In revamping this beloved mascot, a static icon for over 90 years, it was crucial to maintain the character’s iconic nature. To achieve this, we established a set of guardrails that ensured the usage was both considered and cohesive across the touuchpoints, giving Bizzie a role in communications and not becoming an afterthought.
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HAVE COURAGE IN YOUR CONVICTIONS
Have you ever taken a moment to observe how consumers interact with your brand and products while standing in the aisle of a supermarket? How do they view your brand? Are you being true? Are you doing it in a personal way?
When you’ve accomplished this, your brand can be firmly entrenched in the consumer's subconscious. From there, consistency will create the largest impact. Ensuring each interaction along the consumer journey does not get diluted, will support and solidify your brand’s single-minded proposition. That commitment to consistency is key because it can boost revenue by 23% according to Forbes (4).
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In our recent collaboration with the Flash brand team we worked to introduce their new plant based formulation which offered that same trusted level of clean that the brand is known for, and also answered the latest category demands for quick and effortless cleaning solutions.
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Our packaging designs prominently displayed this messaging in a high-visibility area and included additional educational support on the side of the bottle. Off-pack communications maintained the same look, tone, and feel, highlighting the "no compromise on clean" messaging. This consistency has helped the Flash Spray Wipe Done product win over consumers' hearts.
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These fundamental best practices can gain your brand more attention. If you’re interested in learning more about how bold moves can lead to big results, there’s much more we can share with you. So, get in touch and let’s have a chat.
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