21 Branding Tips For Modern World

Branding should take into consideration why people behave, think and believe the way they do. The deeper the understanding about the customer, the stronger the branding resonates with them. Here are some such tips to think about tackling branding for your brand:

Understanding Your Audience:

  1. Start user research with a empathetic mindset: Conduct research with an open mind to understand diverse audiences. Consider and understand a demographic you might not initially connect with and see if you can create a more inclusive brand. Example: Airbnb: Cater to all travelers by offering a wide range of accommodation options, from budget-friendly rooms to luxury apartments. They cater to diverse travelers, not just luxury vacationers.
  2. Rebrand the Problem, Not the Product: Focus on the deeper need your product solves. Example: HelloFresh: Healthy eating made easy by delivering pre-portioned ingredients and recipes. Instead of just selling “diet food,” they focused on the underlying problem of feeling healthy and energized. “HelloFresh” positions itself as a solution for busy people who want to eat well at home.
  3. Connect With Emotion: Target emotions to drive decisions. Example: Dove: Dove’s “Real Beauty” campaign celebrates the beauty of all shapes and sizes, appealing to women’s desire for self-confidence.
  4. Create A New Identity That Could Lead To New Beliefs: Help people see themselves differently to change their minds. Example: Peloton: Peloton doesn’t just sell exercise bikes; they sell a fitness lifestyle that empowers people to become stronger versions of themselves. Be a stronger you is the identity they are creating.
  5. Challenge Biases: Challenge preconceived notions about your category. Example: arby Parker challenges the perception that eyeglasses have to be expensive by offering stylish, affordable options.

Brand Differentiation & Storytelling:

  1. Find Your Niche: Target a specific audience with tailored solutions. Example: Lululemon: Apparel for yogis and fitness enthusiasts with high-performance fabrics and flattering designs instead of generic athletic wear. They are also selling you a new identity.
  2. Highlight Your USP (Unique Selling Proposition): Communicate what makes your brand unique. Example: GoPro: USP of GoPro cameras is their durability and ability to capture action shots, with features like waterproofing and shock resistance, differentiating them from traditional point-and-shoot cameras.
  3. Craft a Compelling Story: Develop a narrative that resonates with your audience’s values. Example: Patagonia: Patagonia’s brand story revolves around environmental activism, resonating with customers who value sustainability.
  4. Leverage Visuals Effectively: Use visuals that reinforce your brand image. Example: Apple’s minimalist product design and clean marketing visuals reinforce their brand image of innovation, ease of use and simplicity.

Brand Experience & Authenticity:

  1. Seamless Omnichannel Experience: Ensure consistency across all touchpoints. Example: Starbucks offers Consistent brand experience everywhere from their physical stores to their mobile app and online platform, allowing customers to interact with the brand seamlessly.
  2. Prioritize Customer Service: Exceed customer expectations to build loyalty. Example: Zappos is renowned for its exceptional customer service, building brand loyalty by exceeding customer expectations.
  3. Be Transparent: Be upfront about your values and practices. Example: The Body Shop is transparent about its ethical sourcing and cruelty-free products with clear messaging about their commitment to sustainability and ethical sourcing of ingredients.
  4. Engage with Your Audience: Build relationships through social media interaction. Example: Glossier uses social media to connect with beauty enthusiasts, fostering a sense of belonging and community around the brand.

Brand Sustainability & Long-Term Strategy:

  1. Community is Key: Build a strong community around your brand. Example: Harley-Davidson fosters a strong community of motorcycle riders who share the brand’s passion for freedom and adventure.
  2. Solve Multiple Problems: Offer a solution that addresses various needs. Example: Tesla doesn’t just sell electric cars; they offer a sustainable transportation solution that reduces reliance on fossil fuels, while simultaneously appealing to drivers who desire high-performance vehicles.
  3. Embrace Optimism: Focus on the positive potential of the future. Example: Beyond Meat positions itself as a future-focused brand providing plant-based alternatives for a more sustainable food system.
  4. Brand Drives Business: Infuse your brand identity into all business decisions. Example: Disney prioritizes its brand identity of family entertainment in all its decisions, from theme park experiences to film production.
  5. Unify Your Brands: Maintain consistency across all your company’s ventures if you have multiple entities. Richard Branson’s Virgin brand identity is consistent across his various companies, from airlines to music stores, all reflecting his adventurous and customer-centric approach.
  6. Showcase the Experiences: Highlight the benefits and feelings your product offers. GoPro’s marketing heavily features user-generated content showcasing the immersive experiences their cameras enable.
  7. Own Your Value: Communicate the positive impact your brand has on users’ lives. Headspace positions itself as a leader in mindfulness and meditation, emphasizing the positive impact their app has on users’ mental well-being.
  8. Evoke Strong Emotions: Aim for a strong brand reaction, positive or negative. Example: Marmite’s “love it or hate it” marketing campaign creates a strong brand memory.

Inspired by the article by Jasmine Bina:

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