The other day I emailed my husband at work to check in on what was for dinner.
His response?
“To ensure optimal nutrients, I’m going to prepare a ground Bos taurus paired with Peruvian onion circles, blanched lettuce, and thick-cut Sus scrofa domesticus on a brioche.”
What’s the one thing business owners and their employees, partners and even customers all have in common? Well, at the most basic level, they’re all human. So why is it sometimes so challenging for businesses to showcase this in their marketing efforts?
Perhaps some people don’t want to show any biases that might deter any potential leads. Perhaps some may want to present themselves as strictly professional. Others may not care about their tone at all, but would rather focus on finding the right keywords to implement throughout their platforms. Some may not even realize just how robotic their brand’s voice really is.
In our fast-paced and tech-driven world, companies are reeling, wondering if brand loyalty exists any more. And to some degree, they’re right to question it. Today’s customers aren’t loyal to a brand for the same reasons that their parents and grandparents were – they have thousands of other options.
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The beauty industry was built by women and men from modest backgrounds. They were door-to-door sales people, wig makers, and chemists who grew their empires during a period of changing attitudes on beauty and women’s role in public.
Although marketers all wish the whole “if you build it, they will come” approach worked, we know that building a following requires more effort than simply hitting “Publish.” Organically attracting a loyal audience of fans and brand advocates is more of a slow, steady process, but it’s one that pays off over time.
So what steps need to be taken to actually grow that loyal audience?
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A few well-chosen words is often all that is needed for a consumer to recall a favorite brand. But today, marketers and advertisers tend to rely on visual cues — a font, a color, a spokesperson, or even an icon — to inspire.
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A shopper paces the aisle, looking at one laundry detergent after another. All offer essentially the same thing: clean clothes, fresh smell, easy pour …
So how does a shopper make a decision to buy one over another?
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When a brand launches a new logo or look, everyone has an opinion.
We analyze how the brand’s familiar symbol has changed — and how it hasn’t (Yahoo). We miss the old icon (Gap) and fail to understanding the reasoning behind such a change (Ernst & Young).
Even though they’re often just small images, logos carry a whole lot of meaning — and designing one comes with a whole lot of responsibility, too. Logos are usually the most recognizable representation of a company or organization. And with more information available to the average consumer today, logos also have to quickly and effectively communicate on behalf of their brand.
Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.
It’s also one of the most important conversion factors. A great value proposition could be the difference between losing a sale — and closing it.
