Today we will figure out why brands like Apple are so popular. How do those great leaders do it? Besides that, we will continue after the last post of brand identity, logo’s and colours, with a brand strategy, a mission statement and send a take-home message, for example, to make your customers feel special.
In the last post on how to brand your brand, we have also thought on how to implement features like brand identity, logos and colours in your own brand. There are a lot of marketing strategies which make use of your brand identity. But since I haven’t studied for marketing or branding, I will address some of the strategies I have learned about recently.
Why instead of how and what – strategy?
Simon Sinek says in his Ted-ex talk “People do know what they do, and some of them know how they do it but very little know why they do it”. So one of the largest market strategies is to tell your customers why and not how they should do something. This will influence the vision of the customer. People don’t buy your products because of what you do. It’s more likely they buy it because of why you do it.
I really don’t like it when someone tries to sell me something. Because I am the kind of people who does thorough research, some market analysis and compare the prices. So if I finally decided to buy something I know (overall) everything I need to know at that moment. But I do like to see some comparable products. So if you know your products and you listen to your customers you might give a better suggestion. But if you tell me to buy something, you should at least tell me why and not what!
How do we implement this into our branch? Let’s try to sell a bag. I know ladies always need a new bag 😉 but why do you need one of my brands. That’s the point to think about… In my case I can sell it like everyone out there or like with the why method, let’s see:
- I make really great bags, they are made of leather and are totally handmade. Buy it?
- I believe in a product that lasts more than a lifetime, that is made of a durable and strong material. This happens to be a lovely and beautiful handmade leather bag. Perfect for years of shopping, protecting your belongings and look fashionable as well. Buy it?
Which bag would you buy? I would know it immediately. The great thing is also that you can apply this strategy to each product, service etc..
We are on a mission
Once you have figured out your strategy, you also should think about your mission. Every business will have a mission. In this mission, you state in about one to two sentences what you do, who you do it for, how you do it and why they should care. Again, you can use the why method to influence the human brain of not only hear what you say, know what you say but also understand what you say on an emotional level.
On this topic, you can write a whole chapter but I think the best thing to do is to search for your favourite brand, look up their mission and see why you are attracted to it. Don’t copy their mission but use it as an inspiration for yours. Sit down, take a cup of tea and just start writing words, ideas or quotes down. In the end, it is important you have a clear vision of what you want to say with this mission so everyone will get inspired in just one sentence.
In my case, it is quite difficult since I am just starting out and might have a completely different mission next year. But luckily for me, just like in the previous post, all your choices aren’t set in stone. You can revise your mission every year, every week or even every day until you are happy with it.
Take home message
Once you made your customer buy a product or participate in a project of you, it doesn’t stop. You want to add a memory, a thought or an impression. This is your take-home message. In case you have a product sold, it might be a literally take-home-message with a little note but in a project or after a presentation it is often the experience you don’t want them to forget. Try to come up with creative ideas, be unique. Do you want do give them a feeling of luxury when they come home or make them special because they have bought a bag from me for example. I will also give this some more thought.
In this case, my take-home message for today it to think about why you have read this. You are probably eager to learn, you want your customers to personalise with your brand or there might be another reason. Besides the ‘why’ strategy, you can implement these thoughts in a mission and don’t forget to always send a take-home message with any of your products!