11 New Rules of Brand Strategy: A Human Touch for Modern Brands
In a world where options are endless, today’s consumers have become pickier than ever. With society moving forward at a lightning-fast pace, brands need to stay ahead of the curve and adapt to the latest trends. If you want your brand to stand out from the crowd and win the hearts of your customers, you need to master the 11 groundbreaking new rules of brand strategy. So, get ready to take your brand to the next level and discover how you can differentiate yourself in the fiercely competitive landscape. Let’s dive in!
1. Rebrand the Problem, Not Just the Product
When looking to rebrand your business, it’s essential to think beyond just updating your product or service. Instead, consider redefining the problem that your offering solves.
By reframing the issue, you can create a more impactful and emotionally resonant brand identity that truly connects with your target audience. This approach can help differentiate your brand strategy from competitors and establish a unique position in the marketplace.
2. Emotions Drive Decisions, Not Logic
When it comes to making decisions, emotions play a more significant role than logic. Therefore, it’s essential to identify the emotional triggers that strike a chord with your audience rather than solely emphasizing the features and benefits of your product or service.
By connecting with the emotional aspect of your audience, you’ll be able to establish a deeper connection with them and influence their decisions. So, try to touch their hearts and not just appeal to their rational thinking.
3. Changing Beliefs Means Changing Identity
One of the most effective ways to influence people’s beliefs and behaviors is by helping them see themselves in a new light in relation to your brand. This means that you need to create a sense of identity that they can relate to and adopt as their own.
By doing so, you can change their beliefs about your brand and ultimately, their behavior towards it. This approach can be a powerful tool for marketers looking to shift consumer perceptions and drive positive outcomes.
4. Loose Cultures Crave Tight Brands
In industries where there is a lot of ambiguity and uncertainty, companies that provide a clear and concise set of guidelines tend to attract more attention from consumers. By establishing a strong brand identity and creating a sense of stability and clarity, you can become the go-to choice for customers who are seeking guidance and direction in an otherwise loose and undefined market.
5. Love or Hate, Indifference Kills
To create a successful brand, it’s important to evoke strong emotions in people. You want your brand to be memorable and stand out from the crowd. Aim to create a brand that people either absolutely love or hate with a passion rather than settling for lukewarm feelings of indifference.
This is because indifference is like a slow poison that can kill your brand by causing people to ignore it altogether. So, focus on creating a brand strategy that elicits an emotional response, whether it’s positive or negative, to get people talking and engaging with your brand.
6. Challenge Biases at the Door
In order to create a more inclusive and welcoming brand strategy, it’s important to address any biases that your consumers may have towards your category. By acknowledging these biases, you can help people overcome their preconceived notions and see your brand in a new light.
This can lead to increased brand loyalty and customer satisfaction, as consumers feel seen and heard by your business. So, challenge biases at the door and create a more inclusive brand for all.
7. Don’t Hide the Experience
When promoting your brand, it’s important to showcase the benefits and positive changes it can bring to users. Instead of simply describing these benefits, give users a taste of what they can expect to experience.
This can help build trust and confidence in your brand, even before users make a commitment to purchase or engage with your products or services. So, don’t just tell users about the transformation your brand can offer – show them through tangible examples and engaging content.
8. Own Your Value
One important aspect of running a successful business is to ensure that users understand and appreciate the value that your products or services offer. It is crucial that you take ownership of your value proposition, and do not let users attribute your success solely to their own cleverness or intuition.
To achieve this, it is important to tell the story of the thoughtful design behind your user journey and to claim your rightful credit for the success of your business. By doing so, you can help to build a strong and loyal customer base that understands and appreciates the value that your business provides.
9. Brand First, Business Second
When it comes to building a successful business, it’s important to establish a strong brand identity that goes beyond just marketing. Your brand should be the foundation of your company culture, guiding every aspect of your operations from product development to employee relations.
By prioritizing your brand first and foremost, you can create a clear and consistent message that resonates with your target audience and sets your business apart in a crowded marketplace.
10. Strive for Brand Singularity
To establish a strong and memorable brand, it’s essential to ensure that your company, CEO, and employer brands are all aligned. This will help create a unified message that resonates with your target audience across all touchpoints.
By achieving brand singularity, you can establish a consistent and cohesive brand identity that will help differentiate your business from competitors and build trust with consumers.
11. Treat Community Like the First Layer
When it comes to building a successful brand, it’s crucial to establish a robust and supportive community around it. This community can act as the first layer of trust for potential customers, especially in premium markets. By fostering a strong sense of community, your brand can create a positive reputation and gain the trust of your audience, leading to long-term success.
It’s not enough to simply make suggestions – you need to take action. These rules are more than just a guide; they implore you to explore, question, and truly comprehend your audience. This unlocks the potential for a powerful and impactful brand strategy that resonates with your customers.
Keep in mind that these rules aren’t exhaustive and can be adapted to suit your brand and industry. Adopt the spirit of continuous learning, stay curious, and evolve your approach. Remember, the foundation of any successful brand is understanding people. So let’s get started!
Start exploring these rules, venture on your journey of discovery, and let your brand shine in the ever-changing landscape. You have the power to create something truly remarkable for a helping hand, book my consultation, and conquer the brand game!
