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The following is excerpted from “Style & Substance: How to Create a Compelling Brand: A Guide to Women Who Want to Build Their Confidence, Their Brands and Their Bank Accounts” © Liz Dennery Sanders 2018
Why do I need a brand?
In today’s overcrowded and noisy marketplace filled with 24/7 news feeds, emails, messages and social channels, it takes a lot more than a pretty logo to stand out. Whether you’re selling a product, service, workshop – or anything else for that matter – the best way to get your target audience’s attention is to develop a relationship with them. And in order to establish a relationship, your first have to make a connection.
The best way to make an emotional connection with your target audience is to add value to their lives – consistently.
Brands that add value to their target audience through creative content, communication, experiences and overall generosity are positioning themselves for long-term success.
Emotional branding is the connection people feel with brands that add value to their lives in some way.
There are many ways that brands connect powerfully with their consumers, but some of the most effective are to inspire, empower, entertain and educate. Every brand is different, but the most compelling brands usually incorporate one or more of these powerful actions into all of their brand touch points.
A great example of this is Drybar. They have exploded from one location to 82 locations in less than 10 years and have a raving fan base filled with loyal, repeat customers.
Aside from providing excellent service, they inspire, empower, entertain and educate their fans every single day. Their Instagram feed, for example, is filled with inspiring hairstyle and lifestyle ideas, empowering quotes, cute and entertaining photos (who doesn’t love dogs wearing shower caps!), and more.
They state that they’re “making the world a happier place, one blowout at a time” and their “happiness” mission is reflected in everything they do, from their sunny yellow color palette, to their product names, to their social media feed. They know exactly what type of emotion they want people to experience, and they’re consistent in creating that emotion.
In other words, Drybar is doing an excellent job of weaving their main brand attribute and brand personality (“happy”) into all of their brand touch points.
If you want to stand out, attract the right clients, get your products and services out into the world in a powerful way, make an impactful difference or reach millions of people, then it’s imperative that you create a strong connection with your audience.
With a compelling brand, consumers will flock to you, sing your praises to anyone who will listen and purchase your products and services.
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