“You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” – David Ogilvy
So, you’re looking to lift your brand.
Growing your brand is vital, yet it often proves elusive. Especially in today’s hyper-connected and competitive environment. The jumble of advertisers shouting across all media for a share of the consumer’s attention makes getting your message through the clutter more difficult than ever before. But it’s not impossible.
We all know great brands that have risen above the din and stand apart as unique “personalities”, creating the growth that drives these businesses forward. While we might think of iconic brands in these terms, the good news is that most brands, big or small, can be lifted by applying solid communications practices.
Everything starts with the brand. So, when planning marketing communications, carefully consider each of the following Brand Lifting Elements:
1. Goals: Effective marketing communications must reflect well-formed goals. These may include greater brand awareness, generating sales, customer retention, repeat business, etc. The first step in brand lift is to identify marketing objectives that advance your overall business.
2. Audience: Once clearly defined communication goals are established, use this framework to identify a receptive target audience. This audience may be segmented into one or more groups that have a common need for the offering and the means to acquire it.
3. Messaging: Every brand has that unique “personality” that lends a common voice to all communications. Carefully craft messaging that captures this essence while furthering the marketing objective and fitting the unique needs of the audience.
4. Creative: Creative is the conduit that drives the message through the clutter in a way that resonates with the audience. At it’s best, creative not only informs, but delivers a brand experience that excites and encourages action. Carefully vet creative work against these criteria to assure maximum effectiveness.
5. Channel Selection: It’s challenging to reach the consumer given today’s myriad of communication media. Communications channels should be carefully selected to deliver a consistent message, engage the audience, encourage a dialog (when possible) and ultimately achieve the marketing goal. Don’t lock into specific solutions, instead review all options and design communications that utilize the most effective media.
6. Measurement: Brand lift is about results, so select and measure metrics that reflect marketing goals. Periodic review will then show how well communications are performing against goals and allow for adjustments when necessary.
Lifting your brand is not a one time effort; it’s an ongoing process of continual trial and refinement. Consistently apply these Brand Lift Elements to marketing communications and over time you will build stronger brands, have better results and more profitable business.