In branding, the real challenge starts when it comes to growing your brand.
And you can make it happen when you find answers to three key questions and incorporate them into your branding strategy.
But there is something you should know first. Forming a concrete brand strategy requires knowing how people engage with the world and make decisions. Therefore, you need to keep the following two facts about human perception in your mind:
Now let’s try to answer the important questions.
1. How to attract early adopters?
Your brand is only going to grow if you can create loyalty and a word of mouth following. And to do this, you have to attract early adopters first.
This is what you need to do: inspire.
In my psychometric branding methodology, I use psychological profile of decision-makers, as well as various types of messaging tactics, to define the best ways for the brand to engage with different types of personalities. This way, brands can learn how to best communicate with their audience and ultimately achieve authenticity.
Within this approach, the early adopters generally fall into “inspirational” personality type and expect to be impressed, inspired and get excited.
You can excite early adopters in different ways:
Once you do these three things, you will start seeing the brand advocates are born and they will start talking about your brand positively. Why is it important? Because the key to growth is in the answer to the next question.
2. How to make people talk about your brand?
You found out how to attract early adopters and now it’s time to find out how to make them talk about you. We know early adopters are generally inspirational personality types – they like to be inspired and they like to inspire others:
- They love sharing the things they discover.
- They love talking about the things they are passionate about.
- They love seeing they make a difference even if it’s small.
When it comes to general society, people like to talk about interesting things. But what if you don’t have to be interesting and that interesting element can organically be created within the audience?
This is exactly what you need: to create content and experiences inspiring early adopters enough to share with their circles. Let them make things interesting on your behalf because they are already excited and have a lot to talk about. Don’t mix the messages spread out by your brand advocates creating confusing campaigns. Let them own the brand and speak for you.
People trust people and people engage with people. We are all evolved to do so. Facilitate the content and experiences for people to make your brand a talking point and use the second tier relationships as a gateway. You would have cleared all the verifications that people need to trust you once you are not directly involved in that process.
3. How to create inspiring and assuring content?
Although user-generated content is amazing for any brand to embrace, it’s not an easy thing to achieve in content marketing. Now, I will only talk about the content you can generate on your own.
In Thinking, Fast and Slow, psychologist and economist Daniel Kahneman states 85% of our decision-making process is being managed by the part of our brain that stores memories, fears, emotions, etc. And only 15% of this process is being managed by the part that can calculate. The most interesting thing is coming now, the part owning that 85% decides whether the other part of the brain will work or not.
What does it mean for you? First, intrigue then convince.
Think of your marketing message like a chocolate ball with nuts hidden in its center. Your emotional message is the chocolate covering and your benefit is the nuts. Early adopters will mostly be interested in the chocolate cover while their verification seeking circle are keen to eat the nuts. But they will only know about the nut if early adopters speak of it.
Use the power of visual to trigger emotional attraction and embed one simple and preferably numeric or tangible fact within your message copy. This combination will not only make your content more shareable but will also help you attract different types of audiences using second-tier relationships.
Branding is about developing meaning
Never forget that branding is all about finding the meaning and understanding how human relationships work. Draw a brand lifetime roadmap from day one and plan how you will grow, when you will finance and why people will engage with your brand. This roadmap will provide the brief for your sales, marketing and PR activities making a clear separation between your marketing strategy and marketing tactics.