Branding

5 Branding pills to swallow

By
The Desiree Team
June 6, 2023
Marketing is all about creating value for customers. It involves understanding what they need and want, developing products or services that meet those needs, and effectively communicating the value of those products or services. This can involve a whole range of activities, from market research to branding to advertising and more.

Sales and marketing may seem like two sides of the same coin, but there's actually a lot more to marketing than just selling stuff.

Marketing isn’t about selling stuff

Marketing is all about creating value for customers. It involves understanding what they need and want, developing products or services that meet those needs, and effectively communicating the value of those products or services. This can involve a whole range of activities, from market research to branding to advertising and more.

While selling is certainly an important part of marketing, it's not the only goal. By focusing on creating value for customers, companies can attract and retain loyal customers, build a strong brand image, and ultimately drive sales. It's not just about making a quick buck; it's about building long-term relationships with customers.

So when we say "marketing isn't about selling stuff," what we really mean is that the focus of marketing should be on creating value for customers, not just making a sale. When companies prioritise their customers' needs and develop products or services that meet those needs, the sales will come naturally as a byproduct of good marketing.

People Buy Emotionally and Justify Logically

Have you ever made a purchase that you knew wasn't entirely practical but it just felt right? That's because, as humans, we are emotional creatures, and our emotions often drive our purchasing decisions. We may not even realise it at the time, but we make decisions based on how a product or service makes us feel, and then we use logic to justify our purchase to ourselves or others.

Marketing professionals have long understood this principle and used it to their advantage. They create advertising campaigns that appeal to our emotions, using powerful imagery and messaging that resonates with us on a deeper level. For example, a car commercial may not just be about the car's features and price, but rather the feeling of freedom and adventure that comes with owning the car.

By tapping into these emotional drivers, companies can create a strong connection between their products and their customers, leading to increased brand loyalty and repeat business. And it's not just about making people feel good; negative emotions like fear and anger can also be powerful motivators for purchasing decisions.

Company Benefit ≠ Company Greatness

When it comes to business success, it's easy to focus on metrics like revenue, profit, and market share. But what really matters is how well a company can serve its customers. That's where the concept of "customer benefit" comes in.

Simply put, customer benefit is the value that a company provides to its customers. And as the statement suggests, this benefit is not necessarily tied to a company's overall greatness or success. Instead, it's all about how well they can meet their customers' needs.

Think about it: Have you ever had an amazing experience with a small, lesser-known company that went above and beyond to help you out? Maybe they were able to solve a problem for you quickly and efficiently, or provided personalised attention and care that made you feel valued. Even though they may not be a household name, their customer benefit was huge.

On the other hand, you may have had frustrating experiences with larger, more well-known companies that seemed to prioritise their own needs over yours. Maybe their customer service was slow and unresponsive, or their products didn't deliver on their promises. In these cases, their perceived greatness didn't translate into a meaningful benefit for you as a customer.

So, when it comes to evaluating a company's success, it's important to focus on the value they bring to their customers. After all, without happy and satisfied customers, a company's greatness won't mean much in the long run.

All Customers Care About is the Result They Are Trying to Achieve

Many companies make the mistake of thinking that their brand, product, service, or message is what customers care about the most. However, the reality is that what customers truly care about is the result they are trying to achieve. So, if you're trying to sell a car, for example, customers are not just interested in the brand or model of the car, but rather the result they hope to achieve, such as reliable transportation or a sense of status.

Understanding what result motivates customers is key to creating marketing campaigns that resonate with them on a deeper level. Once a customer has identified the result they hope to achieve, it's what drives their behaviour. Customers are motivated to take action when they believe that a particular product or service can help them achieve their desired result. That's why it's essential for companies to clearly communicate the benefits of their offerings in terms of the results they can help customers achieve.

It's also important to note that customers think in terms of what they are trying to achieve and what obstacles might prevent them from doing so. They weigh the pros and cons of a product or service based on whether it can help them achieve their desired result, and what obstacles might prevent them from doing so. This is why it's crucial for companies to address potential obstacles and provide solutions to help customers overcome them. By recognising the binary and predictable nature of the customer thought process, companies can create more satisfied and loyal customers. They can address potential obstacles and provide solutions that will ultimately lead to more satisfied and loyal customers. So, if you want to succeed in today's business world, understanding what motivates customers is essential. Remember, customers care about the result they want to achieve, not just the product or service being offered.

Your Brand is Going to be Formed Whether You Form it or Not

Your personal or professional brand is something that is constantly being formed, whether you are actively shaping it or not. In today's world, where social media is so pervasive, everything you do online or offline contributes to your brand, and it's not just about what you say or do, but also how others perceive you and what they say about you. If you do not take an active role in shaping your brand, you run the risk of having others shape it for you, which may not align with your values, goals, or aspirations. Negative feedback or reviews about your products or services can quickly damage your brand reputation, and it can be tough to recover from that.

However, if you take an active role in shaping your brand, you can control the narrative and influence how others perceive you. You can create a positive brand image by consistently communicating your values, goals, and unique selling points. Building a strong reputation takes time and effort, but it's worth it in the end. By delivering quality products or services, providing excellent customer service, and engaging with your audience on social media, you can build a strong and positive brand reputation.

In short, taking an active role in shaping your brand is essential to ensure that it aligns with your values and goals and to establish a positive brand reputation that can help you achieve your objectives. Remember that your brand is constantly being formed, so be intentional about how you shape it, and you'll reap the rewards in the long run.

TLDR;

5 things every brand owner should know:

  1. Marketing isn’t about selling stuff: Selling stuff is a byproduct of good marketing: Many people believe that marketing is just about pushing products or services to consumers. However, the reality is that marketing is about creating value for your customers and building long-term relationships with them. When done right, marketing can help you understand your customers' needs and desires, create products or services that meet those needs, and communicate the value of those products or services in a way that resonates with your target audience. As a result, selling becomes a natural byproduct of good marketing, rather than the sole focus.
  2. People Buy Emotionally and Justify Logically: Understanding the emotional and psychological factors that drive consumer behaviour is critical for building a successful brand. People often make buying decisions based on emotion and then use logic to justify their choices. By tapping into the emotional drivers behind consumer behaviour, you can create a more effective and persuasive brand message.
  3. Company Benefit ≠ Company Greatness: Your brand's unique value proposition is more than just the benefits that your product or service provides. True greatness comes from delivering exceptional value to customers and creating a brand experience that is memorable, meaningful, and inspiring.
  4. All Customers Care About is the Result They Are Trying to Achieve: Customers don't buy products or services; they buy solutions to their problems. By focusing on the results that your customers are trying to achieve, you can create a more compelling brand message and build a stronger emotional connection with your target audience.
  5. Your Brand is Going to be Formed Whether You Form it or Not: Whether you actively manage your brand or not, it is going to be shaped by the perceptions and experiences of your customers. By proactively shaping your brand identity and managing your brand image, you can ensure that your brand is perceived in the way that you intend and create a more positive and powerful brand experience for your customers.

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