Decades ago, an average entrepreneur believes he can make sales with or without any branding message. In truth, back then most never set aside marketing budget for their business. That was then, Today crafting a good branding message is as important as any process that makes a business successful.
Looking into the business world today, hardly can anyone hear their own voice. With the noises that had filled the business atmosphere. Thousands of great voices are unheard, many beautiful businesses and great service providers had been lost in the crowd.
Businesses spend great amount on advertisement. Yet, they can’t derive long term success. The problem is not with advertisements it is with the advertisers.
Stephen Leacock said “Advertising may be described as the science of arresting the human intelligence long enough to get money from it.”
The true aim of advertisement should be to create a brand not sales. It is the brand that will eventually make the money. But, sadly entrepreneurs had lost this aim.
The American Marketing Association (AMA) defines a brand as a ‘name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate (standout) them from those of other sellers.
If your company produce noodles, your advertisement campaign should aim at letting people see you as the only noodle maker around and not just another noodle maker. This is branding.
The Business Dictionary defines branding as the process involves in creating a unique name and image for a product in the customers’ mind, mainly through advertising campaigns with a consistent theme.
How To Craft A Good Branding Message.
Here are for tips to create branding messages that will go out there and make sales for your company;
1. Use Emotional Hooks
A very important objective of branding is to connect your customers emotionally. A product that you can’t connect emotionally with customer will expire in stores. Your product needs to connect with your customers.
Learn to connect emotionally with customers.
One of the most effect ways to create a branding message that will make sales is to connect with your customers emotionally. Reveal to your customers some of the challenges they face in their daily life and how your product or service can provide a good solution to it.
If you can do this effectively, you are on your way to skyrocket your sales.
Let your product get into people’s heart not their head.
Let us consider this simple analogy – when you are in love, your heart take over and it only permits the brain to reason in favour of your emotional feeling for that person you are in love with. The same thing goes for products. You need to make people fall in love with your product. At this point, just like there is no better person aside your lover, no other product exists to your target market.
This is the true aim of branding. This is why people won’t buy your product alternatives. It makes customers hold on till your product is available. It makes people go to the stores in other streets/lanes to get your product.
So, when next you are creating a branding message, remember; A good branding message must connect with customers emotionally.
2. Buyers motivation
Many entrepreneurs might argue with me on this one but with my experience in business, want and need are the first consideration in business. Why?
When you create a product or service that people need, there is no guarantee that they will buy. It is important for you to make people want your product.
Need is not as important as want in marketing. If people do not want your product there is no sale.
It is important to create branding messages that motivate buyers.
Your branding messages should make customers eager to buy, make people pay, make people click the ‘Buy Now’ button; and make people pre-order your product.
Learn what make people buy. Research the psychology behind purchasing.
3. Concrete Loyalty
This is what I call hold them down. I always tell my clients – customers are like birds, if held to tightly it will die and if held to loosely it will fly away.
When creating a branding message, consider letting your customer know about the added extras; how your product surpasses that of competitors. This helps in concreting customers’ loyalty.
You can supercharge your brand by creating loyalty programs. Give discount, cash back, or anything you perceive is of value your customers. Reward customer’s loyalty and set your brand up for success.
4. Confirms your credibility
Your branding message must be the one that convey your credibility. Tell your customers about your customer care service, support service, opening hours, what you do in case of emergency, your warranty i.e. refund system, money back policy.
These things play a lot in your marketing and branding. You need people to trust you and your business, at least give them few reason why they should.
Wrap it up.
Good branding messages aim to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
A good branding message needs to be delivered clearly in a brief and comprehensible way. If your target market can’t get your message clearly, then your marketing campaign is a failure.
Over To You
So, what are the other advises, tips, strategies, techniques or methods that have worked for you? Please share with us in the comment below. Believe me; I sincerely value your opinion more than mine.
And don’t forget there is love in sharing!