How Marketers Can Truly Bring Their Brand To Life
In this opinion piece, Veronika Birnkammer (pictured below), marketing director at Fluent Commerce for Australia and New Zealand, provides some tips on how marketers can help build a brand that offers more than just products and services.
Google knows everything, doesn’t it? But what does Google actually do and how does it make money? These are some of the questions I field regularly from non-tech savvy friends and family.
It’s not just the older generations who might lose track of who does what and who sells what in today’s business landscape. It seems that everyone is in everyone else’s pockets. For instance, Apple is no longer just a computer and phone brand, but is expanding into cars. Amazon is not an online bookstore – it is selling virtually anything you can think of, streaming TV content and providing a variety of business solutions as well. Banks are investing heavily in software and digital services. The list of businesses choosing to bust out of their corner of the business world is endless.
The sectors that once defined business are increasingly weaving together and blurring the lines. This inevitably leads to confusion for customers, making it even more important for brand marketers to be able to differentiate and succinctly explain what the vision and value of their business is.
Bruce Barton, a 1920s advertising and marketing pioneer, said that the role of advertising was to help corporations find their soul. By the 1940s, the search for the ‘true meaning of brands’ and the ‘brand essence’ was well under way, and the focus on products and their attributes was gone. With industries merging and flowing into each other, there is a new urgency behind this desire to build a brand that transcends product and services. Here are some thoughts on where to direct your focus to achieve this:
Focus on emotion and experience
Brand marketers, regardless of sector, need to focus on the emotion and experience around a brand, rather than a certain product or product category, so that when this expands or changes, it doesn’t have the same confusing, disruptive impact on customers. Find what the vision of your brand is beyond your product offering and stick to it. Commit to this so your range of products and services can remain fluid.
Limited options for better brand experiences
In the retail sector, we’re seeing an increasing trend towards reducing choice, offering the customer less options to avoid overwhelming the with choices and aid quick decision-making. Big department stores and small boutique providers are both culling endless options. If you invest in knowing your customer well, you can provide a unique experience that appeals to their preferences. There is value in providing a curated, limited range. This trend also extends to the food sector. The days of customers being thrilled to read through 10-page menus are well and truly over. Customers appreciate a higher quality, limited selection. It might seem counter-intuitive, but by limiting choice, you’re saving your customer time and increasing the value of your brand experience.
Demonstrate a social conscience
Having a social conscience means taking actions to genuinely benefit the environment and community. To become an integral part of the way people live their lives (which includes the shopping choices they make), it is important to focus on a brand vision that transcends the goal of revenue. Customers are increasingly supporting eco-friendly, sustainable brands that show a commitment to giving, not just taking. Internally, staff who share your vision will be more engaged in making an impact in the business and subsequently improving customer experiences.
Don’t be afraid to pivot
Often the idea of pivoting can be exaggerated. You might not need to abandon your core business, but you may benefit from spinning the brand off in a new direction. It could be a decision to specialise more, to really target your offering to meet customer demand. To stand out from the crowd, sometimes you need to do things differently to what you’ve always done.
Invest in content marketing
Finding your content niche can help you stand out on social platforms and reach your target market with useful information they value. Invest time in answering the questions that your customer service team handle regularly and make your content easy to read, interact with and share. Focus on helping, educating and differentiating your brand as a thought leader. A good example of this is athletic apparel brand Lorna Jane, which has almost 1.5 million followers on Instagram, over 1.8 million video views on YouTube, and regularly publishes original content both online and in print that educates and builds the brand’s community on topics that relate to fitness, nutrition and its products.
For brand marketers, you know when you’re succeeding when customers and key audiences begin to know who you are, rather than what do you do. With modern technology, its easier than ever to cultivate unique customer experiences beyond the products on offer and bring your brand to life.
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.