Building a brand people truly love starts with being motivated for reasons beyond money. It’s no longer enough to JUST have a great product or terrific services. Your brand’s core purpose has to be filled with passion and
motivated by genuine empathy for others.
Your brand has to be able to make a connection between human emotion and the problem your service or product is solving because we are motivated by both logic and feelings.
People are obsessed with brands because they love what they offer but more importantly resonate with them on a personal level. Your brand has to be able to find common ground with your target audience and showcase those similar values through various forms of content.
Brands people love are usually known for one specific type of thing. For example, Tesla is known for the electric vehicle, Apple is known for the Iphone and laptops, Starbucks is known for coffee, etc. A big mistake most brands make is that they offer too many services or products. This can actually cause the customer to overthink their purchase and move on to a different brand with a more simple and clear offering.
People like learning NEW things, care about adding value to their lives, and don’t want to spend time hearing the same thing they’ve already heard over and over again from other brands. As a brand you have to consistently come up with new content that is in some way strikingly different from what everyone else is producing in your industry.
Don’t be afraid to show the face of the person behind the brand and don’t be afraid to create content that gives your brand identifiable personality traits such as outspoken, goofy, intelligent, etc. One of the best examples of this is Duolingo. Duolingo is a language learning app and through the use of its brand mascot “the owl” it has become one of the most beloved well known brands dominating TikTok. The owl mascot is the face of the brand and they consistently create content that is astonishingly hilarious and relatable therefore allowing the brand to take on a personality of its own.
If you enjoyed this post and want to learn even more I highly recommend purchasing the book Obsessed by Emily Heyward, it’s my favorite branding book to date.
SHOP THE BOOK OBSESSED
January 20, 2022