- Research: 67% of a buyer’s journey happens online, meaning that before buying a product, a mindful consumer would have spent a good amount of time getting as much information as they can on the product
- Social Proof: What evidence is there online that will support their decision to buy this product? This includes reviews, recommendations, social media engagement etc
- Identity & Preference: Mindful consumers are conscious of whether their purchases match their personal brand
- All of these factors show that the decision to purchase a product comes down to a lot more than the product itself.
Below are the key essentials to communicating your brand value to consumers:
1. Start from Within
To be valuable to your audience, your brand has to stand out. Strong brands offer the best in all their departments- ‘best customer satisfaction, happiest employees, most ground-breaking’. The customer experience is the base from which your marketing strategy can be built, strengthening your brand.
Seth Godin states in his TED talk ‘How to get your ideas to spread’ that building value means finding an audience that would find your brand and products valuable. To do this, you have to identify the marketing channels that your target audience is on and tailor your brand message to that channel.
Design is the way that your brand visually communicates with the consumer. Having a visually strong brand will determine how valuable your brand is to a consumer. This can include how you use colours, font, images and packaging.
Content is the most effective way to communicate the value of your brand. It helps build trust, allowing your audience to become loyal brand advocates. Content should be about quality for your audience and not quantity for your company.
Through consistent content that is engaging for your audience, you can keep audiences coming back to your brand, building brand loyalty. Your customers are your most valuable asset when it comes to strengthening your brand. In this digital era, where consumers are becoming increasingly mindful, having your customers on board will get you the brand awareness and equity that you need.
Join us at the Brand Marketing Leaders Summit Singapore on the 24th-25th of April to learn more about this topic.
Forward Marketing Summit Singapore 2020
18 Jun 2020 – 19 Jun 2020
The Forward Marketing Summit Singapore 2020 is going VIRTUAL. Faced with the unprecedented impact of the Covid-19 outbreak, we want to...Read More
Forward Marketing Summit Jakarta 2020
2 Sep 2020 – 3 Sep 2020
With Indonesia consisting of over 17,000 islands and some 700 languages, marketing in the country can present some of the greatest...Read More
Forward Marketing Summit Hong Kong 2020
2 Dec 2020 – 3 Dec 2020
Forward Marketing Summit is Hong Kong's leading conference where the greatest innovators of marketing, data and technology converge! Our...Read More