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Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart
Monday, and we are going to look to make sure that you are not caught in the brand awareness
trap.
A lot of companies today still feel that their product is for everybody, so they also feel
that they need to market to everybody. But the reality is, to increase brand strength,
awareness isn’t the main issue, it is how relevant your product is in the minds of your
customers and how that brand resonates with your customers. And that is what we are going
to talk about.
Relevance – let’s think about it. If you are seeking a Volkswagen and you saw an ad
for a Porsche that is not very relevant is it? And also it’s not going to resonate
with you it’s not going to stick in your mind. You’re going to be thinking about
small cars, gas economy and not something like a high performance car like a Porsche.
So in the modern world what we are really looking at is more niche marketing and even
more customization to create top of mind.
Let’s take a look at a few examples to zero in a little bit more on brand relevance and
brand resonance. Let’s start with the category of shoes. There are lots of shoes out there
and you see shoe advertising all the time but it doesn’t always mean anything because
it isn’t the kind of shoe you are looking for.
Let’s start with Converse. Been around forever, very affordable shoe, very casual shoe, not
really a sports performance shoe like a Nike but everybody seems to want to wear them with
their jeans or their shorts. And so it’s a real casual shoe.
Now if you look at another shoe that is very similar in what it looks like which is Vans,
it’s marketed totally differently. And so the customers of Vans are the kids that are
out there on skateboards or doing action sports and that is not necessarily the casual style
of Converse even thought those two shoes look alike. So if you heard the Vans add and you
weren’t seeking that sort of skateboard motif you wouldn’t go for it.
Now how about Bally, I often ask about Bally Shoe Company in my lecture, a lot of people
look at me like, never heard of it. Bally is a shoe, a very high, expensive shoe, high
end shoe, that you find out of Switzerland and a pair of loafers can go for $400. And
so unless you are searching for a pair of loafers, chances are you don’t know that
brand, it isn’t very relevant and it doesn’t resonate.
Lastly, Nike has the ability for you to go online and actually customize a pair of running
shoes so that you get your color, your style, your name even embroidered on the shoe. They
are really getting into customization and creating in the case a market of one.
The example of Nike shows you how true customization will really help you focus on an individual
customer. And what happens is that customer really hears the message and it becomes very
relevant to them.
That is what you want to try to do in your business. Can you create niche or customized
products that really zero in on a particular individual even down to the level of a market
of one. And if you can, when you advertise it’s going to be very relevant to your customers,
it’s going to resonate and they are going to seek specifically you out for that product
or service.
That wraps up Smart Monday, try your best to join us tomorrow for Strategic Tuesday.
If you need branding support, please contact me to discuss an online or face to face service
engagement. You can find that information at the end of this video. I am Jim Glover,
That Branding Guy, for Once a Day Marketing and we will see you next time.