ChicExecs Co-Founder and Co-President, Nikki Carlson, shares tips on how to build a brand that resonates with today’s consumers on Newsweek. Below is a highlight from the piece.
You’ve built a great brand, but what do shoppers really think about it? You need a deep understanding of your shoppers to build an effective brand that works for you — but that isn’t always easy. Follow these tips to build a brand that resonates with shoppers today.
1. Find Your Target Audience First.
Nothing in marketing or PR is possible without understanding the people you serve. You’re free to pick out a logo and brand colors but beware: If your branding choices don’t tie back to your audience’s expectations, it won’t resonate with shoppers.
2. Define Your Brand Purpose.
Every business needs a brand purpose. That might sound a little fluffy, but just like how you can’t go on a road trip without a destination, you can’t brand without a purpose.
3. Research the Competition.
It’s a good idea to know what your competitors are doing. This isn’t about copying other people but making sure you aren’t accidentally copying competitors by creating a brand that’s too similar.
4. Lean Into Your Differentiators.
Shoppers have a lot of options, so why should they go with your products? To build a brand that resonates, you have to lean into what makes you different. Differentiators are effective not only for boosting sales but for telling customers that you’re the go-to source for a specific niche.
5. Stand for Something.
If you want people to gush over your brand, sometimes it’s okay to draw a line in the sand. It might be controversial, but shoppers resonate more with brands that support important causes. After 2020, we learned that shoppers respond positively to companies that give back and support causes — so make your position known.
Read the entire article on Newsweek.