To hold its own in a burgeoning business environment, a big brand idea must demonstrate its ability to innovate for the consumer, invigorate the relationship.
Successful brands proliferate their stories by being seen at the right place at the right time with the right content. Powerful brand experiences are exciting to engage with and easy to interact with. The secret to a great narrative is staying true to DNA, staying believable at every turn and staying steadfast in uncertain times. Looking beyond the obvious and conventional points of interaction, brands are increasingly aiming to surprise and delight their audiences in entertaining and meaningful ways. But where and when? And, more importantly, how?
Create touchpoints, curate nudges
Brands are looking for innovative media ideas to build both buzz and groundswell. Innovations in the ambient space, clutter-breaking pop-up events and flash mobs, high street extravaganzas, unexpected fashion catwalks, technological excitement builders, AR/VR and AI-based brand experiences – these are among the many avenues available to make a bold brand statement.
Boost perception, bolster thought leadership
Equally, brands must become the go-to resource in their category or domain. It becomes extremely important to stamp authority and demonstrate leadership. This could be via podcasts, webinars, white papers, online resources, PR and social media profiling. It is vital to shape positive perception, but it is also crucial to follow through with proactive solutions, creative thinking, industry dominance.
Thrive on advocacy, ride on influencer appeal
Given the cost of acquiring customers, advocacy assumes a massive role in a brand’s life. A happy consumer experience is worth so much more than a manufacturer’s statement. In a world of social sharing, word-of-mouth is creating exponential brand success – with thumb-stopping regularity. Add to this the new emerging powerhouse of influencers, whose recommendations, opinions and perspectives can sway swathes of followers – and you have a whole new self-fulfilling channel to work with.
Forge connections, finesse communication
Ultimately it all boils down to what you want to say and how interestingly you say it. In an attention-challenged world, knowing how to garner eyeballs is the key. The stimulus is the start of the success story. The response is the beginning of the brand conversation. The more refreshing the content, the more meaningful the messaging, the more entertaining or educative the communication, the deeper the relationship.
Today’s audiences are spoilt for content – it is accessible in all forms, all sizes, all media and all times. It is about the relevance of your brand – it is about the resonance of your brand. And this must be proved, reiterated, underscored day in and day out. It is a relationship. Like all relationships, it takes work. Humanise the way your brand listens, speaks, responds, lends a shoulder … and tugs at heartstrings.