By Jitendra Karsan
The modern world is often characterized by noise and commotion. Someone search for a new service or product is bombarded with information on the internet, by reviews and ads. But why does a customer choose a particular brand?
In a crowded and competitive landscape, standing out and making a meaningful connection with your target market is more important than ever. Most brands think about advertising as a traditional drum beat, they want to sound the loudest on the channels they feel their customers are waiting. While these principles of marketing are adhered to like the gospel truth, the effectiveness of these principles is increasingly being challenged in today’s dynamic and ever-evolving marketplace. The loudest may get the attention but not conversions. Developing a brand voice and tone helps the brands to reach out to their targets just the pied piper did.
Brand Personality: Defining a personality for your brand and using it in all aspects of your communication is essential for building a strong brand. It is a continuous process that goes on for years before producing tangible results. Whether playful and quirky, sophisticated and elegant, or bold and adventurous, the brand personality should be consistent across all touchpoints, from your marketing materials to customer interactions. A distinct and memorable brand personality can help form deeper connections, foster brand loyalty, and drive success.
Differentiation: While it’s tempting to mimic the proven strategies of successful brands, doing so can ultimately dilute your brand’s identity and make it harder to stand out in a crowded marketplace. Differentiation is a powerful tool that helps carve out a niche and ensure long-term success, which in turn will attract loyal customers who value your brand and offering.
Authenticity: Authenticity is the cornerstone of building trust. The brand voice that is genuine and transparent while reflecting the true essence of the brand, builds credibility with the audience. In today’s world, news travels fast, and consumers have access to more information than ever before. Any disconnect between a brand’s image and its actions can quickly be exposed and lead to reputational damage. Staying true to core values and delivering on promises, not only builds trust but also safeguards the brand’s reputation in the long run.
Invoke Aspiration: An effective brand voice should be able to inspire and uplift the audience in an authentic manner. This approach can elevate a brand beyond its functional benefits. By painting a compelling vision of what could be, the brand can tap into the desires of the customers and inspire them to take action. It not only creates stronger emotional connections with the audience but also builds brand loyalty in the process.
Relatability and Sense of Belonging: Human beings inherently crave connection and a sense of belonging. A relatable voice and message garners engagement and support for the brand. A sense of belonging is a step ahead of relatability. It is about creating a shared identity among the brand’s customers and audience members. It creates an emotional bond that forms the essence of the connection that instils a sense of pride and ownership.
Evolve and Adapt: Evolving and adapting to the changing trends while staying true to the brand’s core essence is a tightrope that businesses must navigate. A brand’s personality is what sets it apart from competitors and resonates with its target audience. On the other hand, evolving and adapting to changing trends and consumer preferences is necessary for staying relevant and competitive in the marketplace. Consumer tastes, technology, and market dynamics are constantly evolving, and brands that fail to keep up risk falling behind. This requires a willingness to embrace change, experiment with new approaches, and pivot when necessary to meet the evolving needs of the audience.
In this ever-changing marketplace, the brands that dare to be different, genuine, and relatable will succeed in capturing the hearts and minds of the customers. Do customers really buy into brands’ USPs or are they really looking for their own tribe where they feel comfortable, listen to and belong. What brands do, say or how they make their customers feel is what customers are looking for before they commit and become a life long customer.
The author is Chairman of Safari Kid India(views are personal)