At BrandMatters, we love the festive season.
In our last blog for 2019, we wanted to share ‘what matters’ to us as Christmas approaches, what campaigns have caught our imagination, what brand needs to consider in 2020, and most importantly, our recommendations for summer reading and listening. We hope you enjoyed 2019 as much as we did.
Christmas offers brands a unique opportunity to focus on emotional storytelling and reinforcing values. Here’s what’s caught our eye this silly season.
Here are our top tips for brands in 2020:
In the digital age, access to information and social media sharing has meant brands need to be open books. Consumers are looking for honesty and authenticity, and reputations can be damaged in a split second, via a 144-character tweet. Brands need to take a longer-term view by simply putting their customers rather than profits at the forefront of their strategy.
As a Forbes article put it:
“Your brand, these days, is the community of people that sustains you, advocates you, talks about you and consumes you. Yes, that means they buy you and (this bears repeating) they buy into you.”
It is not just consumers judging brands, employees are also choosing brands who are values-driven. Employees are also choosing to work for brands who align with their own values. In the race for the top talent, authentic and transparent brands will prevail. Our blog, An employer’s guide to (re)building trust in a disillusioned world, outlines the importance of employer branding.
Brands need to act responsibly and do more to weave sustainability into their future strategy. The pressure is coming thick and fast, not solely from consumers but also from regulators, employees, investors and shareholders. Our recent blog outlined some great examples of brands who are leading the way in sustainability, as well as some suggested approaches for brands to instigate change.
Another great example is the online fashion retailer, Everlane – their very clear philosophy is: “Exceptional quality. Ethical factories. Radical Transparency.” Throughout the online shopping experience, shoppers can click on links to read about the factories where the products are made, they have a very clear breakdown of the price you pay and what goes where.
How do you ensure consumers will choose your brand over your competitors? The answer lies in how successfully the brand articulates and presents its unique qualities. Brands need to ensure they leverage their most distinctive qualities and assets in order to drive preference.
A Forbes article described brand as “wholly relevant and as necessary as lungs” and in today’s commoditised world, brand is what gives an organisation a distinctive edge. Consumers can no longer be told what to think, they need to feel the connection and whole-heartedly buy-in.
Make doing business with your brand easy and fast. Having a good user experience or customer experience in both online and offline channels is essential. Removing any barriers to purchase and earning the trust of your potential clients when they interact with your brand will give them the reassurance and confidence they need to do business with you.
As an example, think Xero – simplifying and beatifying accounting software was a breakthrough. Xero made book-keeping accessible to small business owners and have focused on supporting small business with each of their software developments.
Looking for some summer inspiration? Here’s our collective top 10 list for reading and listening that we’ll be doing over the break:
The BrandMatters team wish you good health and happiness over the holiday season and throughout 2020. We thank you for your ongoing support. We’ll close on Tuesday 24 December and will burst open on Thursday 2 January 2020.
All the best for the festive season.