Does Your Brand Communicate Your True Value?
As part of our Listening + Learning process, we spend time with key stakeholders at mid-sized companies, gathering information about their business operations and generating insights about their overall behaviors. Frequently, we find that many mid-sized companies make the same mistake. In fact, it’s one of the main factors that causes them to redo websites, update collateral, and feel generally dissatisfied with their marketing—and it’s one of the few things that, if addressed, could drive more growth.
Companies spend too much time talking about their features and functions and not enough time addressing the very thing that guides a customer to choose their brand over another. Instinctively, customers make a specific type of assessment when presented with a brand: “Do I trust them?” “Are they credible?” “Do they get me?” “Do I like them?”
People engage with brands based upon how they feel about brands. They feel first and think second—they respond emotionally, then think rationally to justify their decision. What that means for companies is that people don’t connect initially with brands because of facts and figures. They connect with brands that make them feel something (optimally, something good).
The value of your brand is not in describing what you do for your customers; rather it is in establishing why your customers should feel a certain way about you. And when that’s presented in a clear and authentic way, your customers are able to easily feel the impact of your offering, making the decision to buy from you that much easier.
If you’re wondering if your brand is communicating your true value to your customers, contact us.