THE 4 STEPS TO BECOMING A RELATABLE BRAND

Oftentimes when we remember things, we don’t remember where we were or what was happening, but rather how we felt about something.

When building a brand, it’s important to develop a human connection for your audience to develop positive emotional associations with your products and services. That way, your customers will become much closer to your brand and become much more likely to purchase from you in the future or refer you to their network.

Let’s discuss the 4 big steps to becoming a relatable brand.

#1 SALIENCE

When your brand reaches salience, it means you have become important in the eyes of your audience and adjacent audiences. Not only is your audience aware of your brand, but they view you as a very relevant and important option in your product or service category. 
 
You are likely part of consumers’ their evoked set. For instance, a restaurant — let’s call it Gary’s Grub—  reaches salience when a group of people deciding on what to eat name Gary’s Grub as one of a handful of options.
 
How does a brand reach salience? There’s not a clear answer to becoming an established brand in your niche and community. Consider your category and build a relevant strategy.

#2 PERFORMANCE & IMAGERY

This is a very big step in becoming a great brand. Performance and imagery refer to when many aspects of your brand are familiar to your customers, including your products, services,  values, prices, channels, and more. 
 
This is a step up from salience because consumers may have heard of you and consider you as part of your category, but when they can recognize your brand and already know your offerings, prices, and more, they become much closer to the brand, which helps them with their decision-making.
 
Building off the previous restaurant example, Gary’s Grub reaches the second step in brand-building when that same group of people can recite menu items, discuss the setting, consider prices, and more!

#3 JUDGEMENT & FEELINGS

Before, your consumers knew you on a deeper level, but now they have emotional associations with your brand. They can speak to your product or service quality, the kindness of your staff, the joy of the ambiance, and the superior value. 
 
When you reach step 3, you are always a consideration for your audience. For example, every family looking for a good weekend meal always consider’s Gary’s Grub because of the good food, great prices, friendly staff, and convenient location.

#4 BRAND RESONANCE

Finally – the peak of the mountain. Your consumers are attached to your brand and express loyalty any chance they get. They are engaged with you on your marketing channels, look forward to your communications, and refer others to your business.
 
This level of brand-building is not easy to achieve, but brands like Apple are a perfect example of the value of brand resonance. Apple has die-hard fans rather than just mere consumers. Their target audience would never switch to a PC or Android. They dive very deeply into their niche and serve their fans every single year.
 
Gary’s Grub reaches the same status in the local community when local groups and families plan 1-2 dinners a month at Gary’s Grub.

CONCLUSION

I know it seems like an insurmountable task to reach brand resonance, but if your business strives for each step with resonance in mind, you better position yourself to have loyal fans rather than just consumers.
 
Start with salience, then establish reputable performance and imagery, next develop your relationships, and grow towards resonance.
 
Thanks. 

Leave a Reply

Your email address will not be published.

GET MARKETING TIPS IN YOUR INBOX

Learn branding, SEO, SEM, data analysis, and more from your favorite Miami marketing consultant!

EXPLORE MORE DIGITAL MARKETING TIPS

Uncategorized

WHAT IS INFLUENCER MARKETING?

We’ve all heard about one of the greatest marketing innovations of the digital era: influencer marketing. However, lots of businesses are not employing influencer marketing

Uncategorized

SOCIAL LISTENING AND WHY IT MATTERS

Oftentimes as marketers, we are so concerned with sharing and being the initiator of conversations with our target audience, but how often do we actually

LET'S IMPROVE YOUR DIGITAL MARKETING

Schedule a comprehensive digital marketing consultation with Lionel Rivera below.