Running a company that has a defined brand and clear identity is a difficult concept for many business owners. Especially when you are running a company that has millennials as a clear target market it can sometimes be difficult to clearly explain and describe your brand, without just going into the specific of your products or services. It is important to take a step back to understand your brand, and a brand audit can help you to get a tighter grip on what your brand is (or should be) about, and how this can be utilised to create a stronger bond with your target market of millennials.
The two things that you need to take stock of and come up with a clear answer for are the questions of what it is that you sell and what it is that you inspire.
What you sell is an incredibly powerful question that might sound counterproductive or a waste of time. Surely, it’s clear what it is that you sell right? You can see it right there in your products and services. A brand audit gives clarity in a wide array of frameworks and this is one of them. It makes you stop and think about what it is you sell and stop giving an answer that is generic and does not help you stand out from your competitors. Instead, think about the specific benefit that your customers get from buying your products and services. We are all selling an aesthetic and a dream to our customers, but it is important to provide clarity to that aesthetic or dream, rather than just saying that you sell a generic experience to your customers. It is vital that you remain distinct from everyone in the market in order to make a lasting imprint on your customers and potential customers.
How to answer the question of what it is your brand inspires might seem a little bit more difficult at first, but millennials want to make an emotional connection with the brands that they use on a regular basis. There has to be a solid and sound reason as to why a customer should connect with your brand, and not just the fact that your product is the best on the market.
It is about creating an authentic experience for the customer, whether this is experienced through the purchase journey and processes in place, or if there is a percentage of the sale price being donated to a charitable organisation. Whatever the emotional attachment is, think about what it is your target market is most looking for and build a brand that genuinely speaks to that, and not a brand that just pays lip service to what you think your customers want to hear.
Hiring the services of a professional brand audit company will help you get to the heart of your brand. It will help you improve the customer experience and the customer journey, helping you to build an authentic brand that connects emotionally and functionally with the Millennial market.
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