Building Your Brand? Here is the Right Way

Building your brand

 

Which came first: the chicken or the egg? This age-old question continues to stump people everywhere, despite its various theories. Some are scientific in nature, while faith or philosophical thoughts are the foundation of others. A Fox News article attempted to explain many – or what could be all – of them.

At a high level, Greek philosopher Aristotle acknowledges both the chicken and the egg. Hinduism and Buddhism faiths recognize neither. Meanwhile, Christianity gives credit to the chicken, and so do British scientists. The latter say an eggshell requires a protein unique to a chicken to form. Yet, another scientific theory says a bird – not a chicken – laid an egg. And, it experienced some minor genetic mutation to produce the first chicken.

It’s likely we’ll never know which came first, though people may have a belief one way or another. Similarly, some marketers believe a brand must be well-established before meeting the public. Yet, you should know there is merit to letting your target consumers assist in building your brand.

Why Consumers Should Help in Building Your Brand

Brands are no longer only a product of their logos or even their products. A brand represents a company’s identity, values and mission. So, in turn, brands come to represent the people who support them, which means consumers don’t take these decisions lightly. In fact, 59% of respondents to a Nielsen survey “prefer to buy new products from brands familiar to them.” And, that puts new brands at a disadvantage.

Of the report, Nielsen representative Rob Wengel said, “For new products launched without the benefit of a strong brand name, extra care must be taken to provide strong assurance that the product will be perceived as a good value for the money.” A smart means to deliver this extra care is to directly engage with intended consumers.

By involving consumers in building your brand, you will lay the foundation to earn their trust. And, Harvard Business Review says trust is “an important source of strategic advantage.” This means, when consumers trust you, they buy from you. So, imagine the trust you establish when letting them help build your brand. It’s a great opportunity to show just how much they mean to you. 

How Consumers Can Help Build a Brand

The best way consumers assist when building your brand is to provide insight. Knowing what the majority of your target consumers like and stand for can help shape a favorable image for your brand. Further, it can help ensure the brand perception of the individuals who matter most is what you intended.

You can also use the opportunity to understand your buyers’ journeys. It’s important because you can learn what motivates them to buy a product like yours. And, you can discover where they look for such solutions, among other vital data. This allows you to form the best marketing strategies for keeping in touch with them. It also helps you to know how to reach like-minded individuals. But, the key is to have smart, solid plans in place for engaging consumers. After all, their time is limited, and you only have seven seconds to make a good first impression.

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Ways to Engage Consumers to Help Build Your Brand

An Entrepreneur article says the goal of branding is to “build such a strong connection and such strong belief” to encourage the consumer to “take on your brand identity as their own.” They urge “personal, non-digital interactions.” And, suggest you connect “in person,” even if it requires more resources to do so. A face-to-face interaction is that valuable.

Event and experiential marketing provides opportunities to form these connections. That’s why more brands rely on it to meet any goal, from driving brand awareness to making sales. Here are two proven means to help meet your unique needs or budget. 

1. Private events

Brands that host private events have control to create intimate environments conducive for forming vital connections. These can range from simple to elaborate, but should reflect the lifestyles of your target consumers. When precise details are unknown, it’s best to play it safe. Yet, don’t forget to offer perks and rewards in exchange for their feedback and information. Private events should make attendees feel special. The sentiment encourages them to share with you. And, just as important, it allows them to trust your brand so that the relationships continue.

2. Street teams

Street teams are great for brands that want to reach a wider sample of their target demographic. They also offer a low-cost option for getting in front of those individuals. That’s because they reach people right where they live, work and play. Brands only need to utilize high-level details, such as moms with disposable income, to point them towards a specific area. This may be a mall or fair. There, professional brand ambassadors can get in front of these consumers. They can introduce themselves, ask questions and make a lasting impression. 

Other options for event and experiential marketing are available. These include pop-up shops or guerrilla marketing, such as PR stunts. Both types of activations are great for getting attention and sending people to you. Yet, any initiative will require extensive preparation to be successful.

What You Need for Event and Experiential Marketing Efforts

Planning is key to ensuring best use of your marketing dollars and for collecting useful data. Here are the three elements most crucial to your success.

1. A clear and measurable purpose

What is the goal of your event or experiential marketing activation? What information do you want from target consumers? Is this goal attainable? Be specific to ensure you get the most accurate details from every conversation.

2. Key talking points

Consider what you want people to know about your brand and product(s). Also, think about the best ways to ask for the information you need. Get these things down on paper and then edit the text to be concise, yet clear and memorable. This will form the basis of conversation for your event staff.

3. Professional event staff

Who you choose to represent your brand will have a huge impact on your results. Your event staff, whether brand ambassadors, product demonstrators or sales people, must have the personalities and skills to engage people and get the job done. An event staffing company can take the guesswork out of their selection to help guarantee your success.

EPS has provided event staffing services for all types of event and experiential marketing activations for almost two decades. Let us help build your brand with the right people for your private event, street team or any event.
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About Jessica Catignani

Jessica Catignani is a Nashville area-based writer with over a decade of experience penning content and copy for dozens of businesses, as well as for national publications. Her previous professional work also includes marketing, event planning and retail management. All of this combined gives her a solid foundation for research and reporting on what matters most to the clients of EventPro Strategies (EPS).

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