When we engage in discussions or group meetings, there usually are several people who like to observe and listen. Pushing their seat back, as to take in the full view from afar. Becoming a spectator as opposed to a participant. In the end, leaving the participants to wonder and guess at what spectators of a discussion or meeting are really thinking.
In similar ways, branding can create an environment of spectators to our brands. Leaving branding and messaging communicators with doubt. Doubt about having the right dialogue and conversations with interested customers and prospective buyers.
Oftentimes, branding and messaging efforts can amount to a guessing game.
It does not have to be this way.
Choice And Insight
Understanding how to present meaning in your brand and communicate meaningful messages has become more complex. The advent of new advances in technologies is allowing buyers to quietly sit as virtual spectators. Making choices to either engage or remain spectators. How to prompt buyers to engage versus remaining virtual spectators is the end goal many have when it comes to branding and messaging.
One way many organizations are attempting to engage buyers with branding and messaging is through insight. Buyer insight gives us the pathway to a very critical component of branding and messaging. Which is, a deep dive into understanding:
- How buyers think
- What perceptions matter
- What attitudes influence decisions
- How certain beliefs shape their behavior
- What goals drive their behavior and actions
Gaining deep insight into this level of understanding provides the first layer foundation for branding. Informing us on what branding and messaging platform will foster engagement versus virtual observation. More importantly, creating branding and messages, which provide buyers with clarity in the choices which can be made.
Talking To The Right People
Understanding audiences today is not as clear as it once was. The physicality of knowing audiences has given way to a need to understand audiences in the new digital age. Presenting a host of confounding challenges to branding and messaging professionals. The older practice of using one generalized platform for branding and messaging is no longer adequate.
To overcome the limitation of using a generic platform for branding and messaging, companies can begin to utilize buyer insights to not only understand their audiences better – but also know their differences. Insight helps us to craft branding and messaging to specific audiences. Connecting with the specific goals and attitudes most important to a certain audiences.
Knowing the differences as well as the gaps buyers are experiencing helps in creating responsive engagement. Providing a means for decreasing virtual spectatorship and facilitating a multi-faceted virtual branding experience. Helping to solve a critical dilemma. Which is, how to serve up a consistent branding and messaging experience in multiple forms of digital media as well as channels. One of the aims of buyer insights is to inform media and channel preferences on the part of buyers.
Insightful Branding Game Plan
Incorporating buyer insights into branding and messaging development can be a significant game changer for organizations. Making this important business practice less of a guessing game plan to a deliberate plan. Helping to engage customers and buyers into a dynamic experience. Here are several key components you can use to put an Insightful Branding game plan into place:
1. Conduct buyer insight research
Taking time to truly understand customers and audiences is the first big step. Depending on scale, some organizations can find the means to do this themselves or farm out to qualitative research professionals.
2. Develop believable personas
Personas are archetypal representations of your users, customers, or prospect buyers. They serve as a communications platform on breaking down complex insights into meaningful understanding. Communicating important insights related to goals, attitudes, and perceptions.
3. Create persona-based stories
Before jumping to branding and messaging, make attempts to understand the story of your customers and prospect buyers. You can do this by developing stories about your buyers with your teams. Themes and storylines important to branding and messaging will begin to emerge.
4. Map branding and messaging to specific personas
When developing branding and messaging platforms, focus on how each platform will be unique to audience personas, which have been derived from insights. Utilize the insights learned for each to build-in the required nuances to create engagement.
5. Create insight message maps
When insights are clearly identified, it is important to create insight-based message maps. Allowing you to map back branding and messaging to specific insights as well as the identified goals of your audience. Helping to create a very targeted brand-messaging platform for specific audiences.
Being Heard In The New Digital Age
For today’s savvy organizations to succeed in the new digital age, it will take deep and profound insights into how buyers think and engage. This can no longer be a guessing game or a conference room exercise. What is at risk is this: if branding and messaging is not insights-based, then you may have an overwhelming amount of virtual spectators but no engagement.
When this happens, virtual spectators begin to tune out. And, when they tune out, all the hard work you have put into branding and messaging will not be heard. To be heard today and rise above the loud digital humming confronting buyers and customers requires adopting Insightful Branding. Helping you to be both seen and heard.