We've all seen it, advertised several times a day: the big corporation telling us how great they are. Or, the mom-and-pop shop with the tagline like "Excellence For Over 20 Years." Or, the full page of photos of realtors who sold over $1 million last year. Who cares?
Make Me a Promise
Branding -- and all the communications that come from the brand -- is a promise. You, the seller, will give me, the buyer, something that matters to me. What matters to me? Something that makes my life just a teeny bit better, makes me feel good about myself, makes me faster, taller, stronger, sexier, richer. Something that brings a tear to my eye or makes me laugh out loud. Something that shows me that you get me.
Make Me Feel Something
Look at the brands below. What feeling does each one give? Happy? Serious? Industrial? Playful? Which one(s) could you imagine doing business with? The answer to that, of course, depends on who you are. Each of these companies has a different audience, with different wants and needs.
Advertising That Drives Emotion
Chill bumps: this ad for Audi delivers them. Watching it, you think it's going to be just a sweet story about how girls can drive as well as guys. Give it a look.
If ever a company wanted to let ladies know that "we get you," Audi did it right.
Your Brand's Promise
Right now, you may be thinking, "Oh, sure, with a marketing budget like Audi's, I can send a great message, too." Guess what? You're already sending a message; the question is, which one?
Look at your logo, your website, your social media. Does it look like it all came from the same place? What does it promise the person you want to reach? What is your relationship to that person? Is it current? More importantly, is it relevant?
Let's work on it together.
Kim Phillips is an artist, marketer, writer, graphic designer and gardener living in Cowan, Tennessee. She works from her studio, Tiny Creative House.
© 2018 Kim Phillips | Tiny Creative House
Photo by Uros Jovivic