The Best Branding Strategy: Make a Real Connection
What is it that makes some brands connect so well with their audiences? We could learn something about branding organizations by also asking,
What is it that makes some people connect so well with other people?
In many ways, organizations are like individuals. Each has its own specific “fingerprint” — strengths, character, and personality — that makes it unique and recognizable. It’s how we get to know our friends and understand what it is about them that we like.
In a world where no one has time to carefully weigh all available brand options, this fingerprint acts as shorthand to help us sort through the maze, a very real point of value at a time when it is increasingly difficult to tell one product or service from another.
When an organization’s brand fingerprint is clearly defined and articulated so that customers, shareholders, distributors, employees, and partners consistently feel they “know” the organization and know what to expect from it, magic happens.
This is when high emotional engagement occurs. This is when “raving fans” and customer loyalty are created. This is when organizations gain sustainable competitive advantage.
Discovering and communicating this brand fingerprint helps organizations bring strategic focus to the power of their specific brand — giving brands a meaningful and recognizable shorthand that helps cut through the noise and clutter to connect with people.
Not connecting with audiences is one of the major reasons brands fail. Learn more about brand connection and the process to achieve it in our Special Report, Visual Strategic Branding: The Brand Fingerprint.
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