Brand persuasion

Attracting, retaining and expanding relationships with customers has never been more challenging, which implies that the marketers of today need to be smarter than ever before.

Consumers have become very brand savvy & more critical of poor branding. They are brand aware through a diverse media environment, which places huge importance on the ability of your business to develop accurate, relevant & effective branding.

A persuasive brand should think outside “just being creative for the sake of being creative”, and focus on articulating & communicating the expected client experience your client will have with your company.

The big challenge is to steer through the plethora of media opportunities whilst meeting your bottom line goals. Identify what is most relevant to YOUR target market, focus on a clear direction, and set goals that meet both client and business needs. Your brand strategy forms an integral part of your communication mix and should have touch across both internal and external communications.

It’s about persuading . . . not telling

The traditional approach is not sufficient in today’s evolving market. The average consumer in New Zealand and Australia is exposed to viewing over 1600 advertisements a day. So, how many of the hundreds of advertisements you were exposed to can you actually recall?

The traditional approach may give you 3-5 of the 1600 advertisements which implies that your chances of even reaching your customer are remote at best, and the chances of recalling your ad even worse. In order to reach people you will need to ensure that you understand what persuades your market, and exploit these persuasion elements in every brand building exercise.

You need to highlight the link between what you are offering and what your consumers will be persuaded by.

Common principles in human persuasion

  • Reward is the most positive persuader
  • Threat can change perceptions & behaviour
  • Social proof . . . people like to do as others do
  • Expertise . . . persuades through trust and credibility
  • Scarcity . . . often has more value than abundance
  • Liking . . . feel good factors always win

Share your stories with us on which of these factors have worked for your business.

On January 6th, 2011, posted in: Branding by
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