Nowadays, there are so many products out there on the shelves that the plethora of choices can make your head spin, causing you to freeze up or even hold off on buying something altogether out of uncertainty and frustration.
Living in today’s digital age, with a world of information at our fingertips, what makes a brand stand out from all the rest?
To really connect with any consumer, you have to know what’s important to them. You not only have to fully grasp the lifestyle they aspire for, you must reflect it. You have to be able to communicate that you not only have a functional product, but that you embrace the same ideals that they do. Consumers seek brands that are not only transparent, but authentic and honest…qualities they can relate to, admire and trust.
Most importantly, Millennials, who spend up to $170 billion a year, truly respond to this form of advertising. By now, it’s easy to see through the typical marketing tactics of the past, and they want to connect with brands that really help them express their own image. What type of shoes you wear, what kind of beer you drink…it all comes down to a means of self-expression. Millennials will seek out certain brands in order to project a desired image about themselves, their values, and goals to the “outside world”.
For example, take Dove. Ok. We all need to stay clean. But why pick that bar of soap over, say, Irish Spring if it’s only about getting the dirt off? I’m sure by now, you have all seen the Dove Beauty Sketches. Why has it become one of the most viral and successful campaigns in recent history? Because they tell a story that resonates with their consumer. They stand for something. They not only bring a quality product to the consumer, but they offer an emotional message that is extremely relatable to their demographic, as well as portraying a good sense of social responsibility.
Nike is another extremely successful brand with Millennials, year after year. How do they “Just do it”? They create a strong image for the brand that represents strength, endurance, inspiration, coolness and pride, not just durable shoes. They reach out to their consumers through multiple touch points, and have an excellent digital and social media presence that connects consumers and creates a community of like-minded people.
In the end, any brand can have a Facebook page, run a print ad or put up signage in a store. But to differentiate your brand and obtain new and loyal customers, you have to truly get to know your target consumer and show them that you understand them. You have to mean something. Spark an emotional connection. Be more conversational. Create experiences that are more personalized and less automated. It may take a little extra effort in your strategic thinking and planning, but with the due diligence, your brand can become so much more.
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