There’s a reason millions of us choose to spend time and money supporting gaggles of sporty folk as they chase balls around fields or Harry Styles prance about on stage.
Fans CONNECT with them. But how? Well, people believe in them and what they’re about.
WHAT IS BRAND BUILDING?
It’s the process of creating a unique identity that differentiates you from your competitors and resonates with your target audience. It’s more than just a logo and a slogan; it’s the sum total of every interaction people have with your brand, from your website to your customer service to your social media posts.
WHO ARE YOU FOR?
Just like Mr Styles and The Richmond Tigers, some brands are more likely to attract particular audiences over others. Some people would never be seen dead wearing Louboutins, driving a ŠKODA and eating a Happy Meal (don’t try this if you value road safety) while, for others, that’s totally their schtick.
It’s not by chance, though. The best brands aren’t made for everyone – they’re typically built for a specific target audience. It seems obvious, but if you don’t know who you’re trying to connect with, you’re unlikely to connect with them in a memorable, resonate-able way.
WHERE SHOULD YOU START?
To build a brand that connects with your audience, you have to develop a clear understanding of who you are, what you stand for and who you want to attract. You need to define your brand’s core values, mission statement, personality and how you want people to feel when they interact with your brand. To do this, you’ll need to conduct market research to identify your target audience, understand their needs and desires and pinpoint why you’re doing whatever you’re doing better than your competitors.
WHAT'S YOUR STORY?
One of the most important things you can do to build a brand people believe in is to create a compelling brand story. This is the narrative that ties all your marketing efforts together and creates an emotional connection with your audience. Your brand story should highlight your values, your mission, and your unique selling proposition in a way that strikes a loud, echoing chord with your target audience. It’s your way of telling your audience that you made something just for them.
Creating a brand that customers believe in is exactly what we did for Melbourne’s Alchemy Construct. We undertook brand stakeholder research, collaborative workshops and a refreshed core branding proposition that focused on the emotional side of the building and the legacy it can leave. This focus on the softer side of construction has been woven through all communication and brand touch-points and reflected in a tangible CSR strategy, with a particular emphasis on addressing gender inequality in the male-dominated industry.
We believe that, when branding is done well, it creates its own sort of magnetism for your business. It can draw in the right kind of audience and get them so invested that they’ll loyally stick around for more of what you’ve got.
The catch? You’ve got to be real. Audiences are so exposed to brands (almost 24/7) that they’ve been taught how to spot a disingenuous brand from a kilometer away. That means there’s no point trying to come up with an appealing brand identity and compelling brand story if it’s fictional. You have to convey what you actually stand for or your potential customers will likely smell a rat and move on.
If you’d like to learn more about brand creation contact us today.