There’s no doubt you will know your brand back-to-front. What your brand stands for? What you stand for. It is important that you understand your brand in this way. However, what about everyone else? Do they understand your brand as you do?
You can make an educated guess by tracking and observing engagement on digital platforms like social media. It is crucial to know what your audience wants and how to relate to them.
Below are the eight techniques we believe will enable your brand to build affinity with your audience. Consider when to use each one, and get in touch if you want to talk to us about how you can harness these techniques for your brand.
1. User Experience
User experience comes down to the viewers’ different responses to a piece of content or message. Whether it be an emotional response, for example, Coca-Cola and their emotional message to ‘Open Happiness’, or the desired behaviour, such as the drive for viewers to purchase from an online store. The end result is a clean, concise message, reducing the frustration of an audience and enabling them to receive the desired user experience the way it was intended.
2. Fundamentals of desire
It’s an interesting question; ‘what makes anyone want anything?’ Is it envy? Is it to do with the old adage ‘we always want what we don’t have? Turns out it’s neither. Desire is created by identifying with something. In today’s digital market, we are constantly scrolling through the internet, looking for brands to identify with. Identify what your audience wants, and showcase your brand as the solution.
3. Capturing a moment
Your audience will be online in some form. Your brand needs to find how your audience interacts online and how to use your brand to capture those micro-moments when your audience is most attentive. For example, iPhone owners will adapt to using an iPhone over time. Therefore the iPhone has become an extension of the phone call. This can be true for any brand.
4. Interest through movement
With the implementation of recent technology like HTML5 and CSS3, we can build digital solutions as never before, to create designs with feeling and substance tailored to captivate more of the viewers’ senses.
Take GoPro, for example, which is at the leading edge of portable cameras. People love capturing the moment, and what better way than through a high-definition lens that captures not only the images but sound, movement and atmosphere? With that in mind, it’s fair to say the movement will become an influential part of the next generation of design. You may also want to ask us about augmented reality.
5. Evolve with your market
Kodak, a well-known household name for photography, is now well known for neglecting the changes happening in its market. By refusing to adopt the ‘analog to digital transition’, Kodak was left behind when its market turned to digital devices. Like Kodak, as important as it is to create a strong image, there is also the need to adapt to stay relevant.
By reading the trends and evolving with your market, your target audience thinks ‘they understand and can relate to me as you are seen to be evolving with them, rather than because of them. In today’s economy, this evolution now means going digital.
6. Speak loud, speak proudly
Confidence is contagious. Mainly because with confidence, you’re more likely to succeed. Therefore people are drawn to it. Just like confidence, your brand should be strong with a clear and concise message because at the end of the day, speak loud enough, and people will not only listen but follow.
7. Investment vs Immediate Reward
None of us like doing something for nothing or wasting time that could be spent helping ourselves or others. Offering reward for investment is very important when building respect and rapport with your audience. This is the basis behind most modern console games. For example, online games offer additional features for prolonged play by achieving goals. When it comes to a user’s experience, this consideration needs to be made by your brand and the supply of information, providing the same sense of reward for your audience’s time invested.