The success of any business will hinge on its branding. Getting noticed by the right people is vital as it can help to increase conversions and boost profits. Therefore, the success will be based around the value of the brand but what do consumers think about brand values and do they mean anything to them?
Consumers will be well aware of all those brands promise them. In their websites, social media or company banners like Ultimatebanners, they claim that they put consumers first and that everything they do is for them. They are promises but they are often similar to promises of all other brands. Are these values meaningless to consumers?
Benefits Get Things Going
One great example of giving consumers the power comes from that of Steve Jobs at Apple. He claimed that “Marketing is about Values” but he also stated that it was important that Apple understood what consumers wanted to know. Therefore, they need to put more focus on this and not on the speed that their products offer.
Steve Jobs was a genius and he instantly knew that the core value of Apple should not underpin the brand. Therefore, he wanted to give consumers the power to believe that they were the one that inspired change. He understood that Apple was leading when it came to the digital world but he was also aware that consumers wanted to be there with them. So, consumers were buying Apple products based on how it made them feel part of the bigger picture.
As far as branding is concerned, brands can shout about their values but consumers are not listening because they are not interested. What they are more interested in is the way in which they can make their lives better through the use of products or services.
So, brands can spend millions on values when all it boils down to is understanding what consumers are looking for and how they can give them what they want.
Emotion Drives Success
When it comes to purchasing, emotions play a huge role in the process. We live in an era where consumers want to feel good. They want the latest gadgets because they give them credibility and make them feel satisfied with the decisions they have made. This is where brands need to shift their focus. The truth is, people have to feel a certain way and through purchasing something, they can alter all of that in an instant.
Marketing strategies will need to be altered as it is no longer about offering the best brand values. Consumers can see through these values and no longer believe in them because they are the same as everyone else. Therefore, brands have to identify their target audience and then determine what they value and how that ties in with their emotions. All brands need to do is show consumers how they can provide a solution, then the success will follow.
Brand Values Don’ t Cut It Alone
Brand values are good but they no longer drive consumers to make decisions. Now brands have to understand what consumers want based on their emotions, insecurities, aspirations desires. Therefore, the solution that they offer has to sit right with consumers. The aim should be to enhance their lives and add value that way.
