Only brands that have meaning will survive in the long run. If your company exists solely for profit at the expense of your customers you’re going to have a hard time keeping your business running the long run.
As the web becomes more crowded there will continue to be a influx of companies and competitors in your niche. In order to thrive into the future you must create something that people will resonate with on a deep level. This doesn’t mean you have to change your business or brand, but it has to mean something to you.
In this post we’re going to explore the nature of a meaningful brand and what it means for the future of your company.
What does the word brand actually mean to you? At the core your brand is the extension of everything you do. When a person utters your name, read something you’ve written, or interacts with you their perception of this interaction is your brand.
Meaningful brands create experiences that people don’t want to live without. Face it, there are brands that you could care less about is they ceased to exist. Is yours one of them? In order to make your company relevant in the long-term you need a brand that’s meaningful and delights your customers.
A meaningful brand is one that stands out from the rest of the field. It’s one that people care about and as a whole is generate a positive experience for its users. There are a few ways to ensure your company is doing all of the above.
Have you ever been on hold with a company agent for hours at a time? While they continued to tell you how much they valued your loyalty. This is the opposite of delighting your users.
Delight means going the extra mile to get to know your customers and serve them ways beyond the norm. These actions can be simple and may only take an extra minute of your time, but will be well worth it.
Meaningful brands usually take a stand for something and people can define themselves by the brand. For instance, when people share things they do so to give you a glimpse into themselves.
That means that your brand needs to work to create this level of engagement. It usually goes back to the set of principles your company was built upon.
This relates back to the previous comment, but you need to have a brand that stands on firm principles, and these principles need to be expressed through your business.
This means that you don’t have to make waves by commenting on today’s issues in the media. But, instead people need to feel you have integrity and will stand behind the things you say and the products you sell.
by Calvin Bryant
Digital Marketing Geek