What are the Strategies to Promote Your Brand?

 

Customers who truly have a sense of personal attachment with a brand are the customers who would be confident saying that the brand, they are attached to, is ‘the reflection of who they are’. Brands form a connection over time by expressing the passion and interest resulting in a deeper connection that eventually lets them feel reflected by that brand. 

Brand attachment is an emotional closeness between a consumer and a brand. This attachment enables a person’s emotions and sentiments to affect the outcome of a choice over a basic logic. This attachment shows how a consumer feels positively or negatively- about a brand.

The journey to Brand Attachment:

1. Brand Awareness:

•  Familiar with brand quality by seeing the brand advertising
• But no personal interactions and purchases

2. Brand Familiarity: 

• Developed a social consciousness of the brand 
• Purchases are done because of the needs
• Sale on the products affects your purchases

3. Brand Affinity:

• Purchases have been made but not consistently
• But, the consumer still considers and buys alternatives

4. Brand Loyalty:

• Several consistent purchases have been made
• Developed a habit of purchasing from the same brand even when the other brands are cheaper
• Affinity plus a propensity to purchase 

5. Brand Attachment:

• Formed an emotional connection with the brand 
• Strongly prefers a particular brand even when better alternatives are present.

Stay Relevant to Consumer’s Changing Needs:

If customer-focused businesses want to stay competitive, you must stay relevant to consumers’ changing needs and create memorable, valuable experiences. There are several ways to do so successfully and each one contributes to relevance attachment.

1. Show your Brand’s Uniqueness:

• Focus on what sets your brand apart from competitors
• Always show agility and a competitive edge to keep your brand in the lead
• Implement new ways of showing that your products are different from the rest through the brand advertising

2. Stay Updated through Social Media: 

• Be always ready to adapt to the changes in digital marketing strategies that influence your audience
• Also, get insights about their future needs by the use of these digital marketing strategies and big data

3. Always show the Value to your Customers:

• Make an effort to connect with them on a personal level and show appreciation for their connections
• Always thank your customers for the sale by some personalized approach

4. Make it Easier for Consumers to Interact with your Brand:

• Make your online store and apps should be intuitively designed and easy to navigate

5. Provide different options to your Customers:

• Allow your customers to customize their interactions with your brand

6. Embrace Clarity and Transparency:

• Address customer issues fully, and provide your audience with valuable information and content
• Connect with your customer base on a personal level through social media for transparency 
• It will also let you generate more customers organically

7. Stay Consistent- not complacent:

• Keep your brand on-message with your mission and values, 
• Be flexible to change with the evolving consumer base
• But don’t completely change your base

Create Relevance Attachment through the Internet of Things (IOT) &Big Data:

• Stay current with new technologies through big data and IOT to create relevant attachment
• Also, apply big data metrics in new and more effective ways
• Divide your customers into different personas, like the dedicated buyer, occasional buyer, the gift shopper, the curious new-comer, etc. so that it can be easy to know what suits them
• Reach customers on the personal level through big data
• Combine big data with your own experience and creativity to craft campaigns that achieve relevance attachment for your brand

Five Content Marketing Strategies to Earn Brand Attachment:

1. Understand your Audience:

• Try to understand your audience’s passions, desires, and tendencies
• Make personas to get a chance to get acquainted with your audience
• To make your brand even better for them, understand who they are, their hobbies, where they are consuming time online and offline, also their fears and worries
• After understanding your audience compare it with your brand purpose to know how can you connect them both in a meaningful and authentic way

 

2. Channel-specific Content would Work:

• Convince your audience truly by right message and right medium
• Find the best paid and earned media opportunities available by learning about your audience’s values, habits, and content consumption preference
• Create dedicated content for each channel

3. Invest in Content along with the entire Customer Journey:

• Meet your audience's expectations and emotions 
• Build a brand with staying power and raving fans

4. Always Stay on Brand:

• Try to maintain your thematic consistency allowing for easy identification across channels and assets
• Be aware of the need to make your brand voice heard clearly in everything you create

5. Judge Success by Test and Measure:

• Identify some quantifiable data to measure value along with your qualitative insights.

 

The CRUX:

Your audience interacts with thousands of brands, but they will develop attachments to only a few of them. Your audience is busy, and time is too valuable. They just don’t have the mental capacity to think about your brand often if their emotions are involved. Because of this, it’s so important that they have a strong attachment to your brand, so that when they quickly, sometimes

even impulsively, need to purchase something, you get their favor.