Have you ever received an email and wondered “why am I getting this?” Or have you ever sought out information on a company website only to find it was all about them – but not at all about what they could do for you?
Although it’s an essential component for building a brand, so many companies lose track of the conversation they should be having with their target audience. They fail to make a personal connection. And with social media outreach a must-have in every company’s marketing arsenal, the brands that resonate the most with individuals are the ones that can reach out and respond on a one-to-one personal level.
For successful businesses, effective brand positioning is about putting thought and attention into who you want to communicate with and what you want to say. It’s about having a meaningful exchange of information and insight that draws the customer/client in.
Brand building is about making connections. We recognize that companies and brands frequently have more than one customer type – or customer persona they want to attract. Usually, more than one conversational tactic or approach is needed to generate a robust exchange with your target market. This is why it’s so important to strategically and consistently target your messaging and your design solution to your intended audience. Allow them to focus their attention on you long enough to find out what you have to offer. Consistency across all outreach initiatives enables your customers to recognize you as a trusted resource and keeps them coming back.
- Here are some key questions we pose when building a customer-centric brand campaign:
- Who are we talking to?
- What do they want?
- What do they need? (Solving the want/need equation is key to success!)
- What’s currently in their way?
If you’re too close to get perspective, or if it’s a struggle to gain internal consensus – take advantage of strategic resources like Chalkbox Creative and Spot On Marketing to help lead the way back to your target audience. We’re experts at creating new ways to communicate and make a lasting impression with your intended customers/clients. Together, we can re-start the conversation, encourage engagement and generate results.
Kelsey Aanerud, owner of Spot On Marketing in Seattle, is a Chalkbox guest contributor. She is a creative facilitator of ideas and a marketing strategist who specializes in brand positioning, communications, and creative development. Drawing from 20 years of experience, she has worked both company-side and agency-side with small start-ups and large publicly traded companies. We asked her to share her perspective on the best way to build or reinvent a brand to create awareness, generate engagement, and drive business objectives. Check back soon as she will be sharing her tools for engaging and attracting customers, so they are motivated to buy from you.
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