Here at Astley Media, we believe that a genuine, values-based approach to business is one of the most important elements of a successful brand. With the rise of social media, instant messaging and digital interconnectivity, it’s more important than ever that businesses work on building real, solid relationships with their audience by forging earnest connections. How can this be done? We put together five simple tips in our 2021 Tech Leaders’ Brand Insights Report – which we’ve highlighted for you in today’s blog post.
What comes to mind when you think of Cadbury? Yes, there’s the Gorilla. The purple branding. Perhaps “A Glass and a Half Full”? What images do these images conjure up in your mind? If they’re playful, creative and bring a sense of joy, then Cadbury have their identity right on track. Of course, their brand is the essence of joy – selling chocolate and other treats – however their products are also fun and innovative, and this is reflected in their branding.
Did you know that there are 12 brand archetypes? Archetypes are broad categories often used to define a character within storytelling, although in our case they’re linked to brand image and persona. Take a look for yourself here and try to work out which archetype Cadbury fall into, before reading on.
How did you do? In our books, Cadbury would be considered as The Jester. Brands aren’t restricted to just one archetype, though, which exhibits the magical versatility of the brand archetypes.
This leads us into our first point. How are you going to be able to seperate yourself from others if you have no identity? By self-reflecting and devising your true identity, you can begin to create an image which delivers the exact message you’re trying to convey. This is our most important tip if you want to connect with your audience’s priorities and interests.
Communication is absolutely key in building a connection with your audience. Sure, you’ve worked on your identity, but unless you can communicate it effectively, you’re still not going to see those connections being built.
Firstly, it’s about knowing where the majority of your audience is based. Are they on social media? Do they prefer email, or print marketing? Will they grow through referrals? Once you know this, you can work on how to spread your message and sell your products or services.
Next, learning how to communicate with your audience is vital, as not every platform is the same. Think of it as a story – some stories belong in a book, whilst others prefer the silver screen. Are you able to communicate your message in less than 280 characters? Then Twitter is for you. Would your audience benefit from a newsletter sent through email? Try Mailchimp. Or do they prefer short-form content via platforms TikTok and Instagram Stories?
Whatever you do, it’s absolutely essential that you put your identity into every piece of marketing content you create, and the right audience will build itself.
Read our 2021 Tech Leaders’ Brand Insights report to find out how tech leaders value communication.
Understand and Focus Your Message
Understanding your message is crucial when it comes to forming strong connections with your audience.
Your brand message is what attracts, or discourages, prospective followers. Therefore, it’s important to understand exactly what you’re trying to say. It’s a noisy world in communications, and weak messages often get left by the wayside.
Building a stronger brand is about clarifying your message, reducing noise, and simplifying exactly what you offer to your audience, to make you stand out from the rest.
Let’s not get confused: telling stories is just one of the many, many ways in which you convey your brand’s message. By telling stories, you can draw your audience closer to your brand. For example, has one of your products made someone’s life easier? Do you have a teammate who has dedicated years of their life to the brand? Is your brand trying to make a difference in the world?
Many people love an emotional, alluring or satisfying story – whether they like to admit it or not – as it connects them with others. And these stories can be told in many formats – via a blog, in an Instagram or Twitter post, or in a TikTok. We all enjoy the feeling of being a part of something, and that’s how you build a strong and authentic connection with your audience.
Make Them Think
Once you have identified and captured your audience’s attention, it’s always good to keep them on their toes. Being disruptive is a fantastic way to stamp out your identity and purpose. Consumers like brands that cause disruption in their sector, building competition and of course creating new, innovative products. Making your audience think can do wonders for your brand, and will further solidify your connection with them.
Netflix disrupted the way in which we watch television and film. Gone are the days when you went to Blockbuster to rent one film at a set price. With Netflix, for one price you can watch thousands of films and television shows at the click of a button.
This ingenious step into outlandish turf cemented Netflix as a disruptor within their sector and led to them becoming one of the most influential multimedia platforms in the world.
But what can I do?
Well, there you have it – five tips on building a connection with your audience. Why not try these steps out for yourself? Every brand has its own journey. Some methods will work better for you than others. However, the one thing that you must do as a brand is stay true to your core values and be authentic in every interaction.
If you want to learn more about how the leading players in South West tech are playing their cards, download the Astley Media Tech Leaders’ Brand Insights report today.