Why should a consumer choose your product and brand instead of one of your competitors?
A business must have an identity and defining a brand begins with gaining a thorough understanding of what the brand voice is, who its target market and consumers are and what needs to be communicated. This may sound simple, but it can be a challenge to settle on specifics. You may produce a delicious dessert, but it won’t sell if the right people never learn about it or the brand voice doesn’t encourage positive engagement and interaction.
- Is your consumer likely to be male or female?
- Which age group or groups do you need to target?
- Are these people likely to use social media to connect with the brand?
- Are your consumers likely to be artificial intelligence AI users? e.g. Amazon Echo, Google Mini.
- Is the brand voice authoritative, friendly, cosy, fun, intense? Is it authentic? Is it hard sell?
- What exactly do consumers expect and how is that delivered consistently by the brand?
- What makes you different?
- What are the brand’s values? What do you stand for?
- Have you investigated locations and socio-economic factors?
If you aren’t sure of the answers, how can you expect consumers to have clarity and confidence in the brand?
The flipside
When defining your brand, you need to be specific but not restrictive or this can close off markets which may have proved beneficial. The balance must be right.
Trust PR agency specialists
Discuss your business goals and the message you want to deliver with a PR agency specialist, like the team at leading food and drink PR company Ceres PR. This ensures that your approach, investments and results are appropriate and fulfil their purpose. Please don’t waste your time, money and effort on in house PR ventures which can be targeted to the incorrect markets, are less effective and won’t engage the consumer. PR agency teams are experts in their field, just as you are in yours, so utilise their skills and experience for successful PR.
There are several ways to reach the consumer, including:
- Media: B2B and B2C.
- Website.
- Videos.
- Infographics.
- Creative content which can be shared, including brand storytelling.
- Outreach via digital channels: e.g. social media platforms.
- Using influencers online.
- Food PR events: Stand creation, demonstrations, meet and greets.
Brand storytelling is a key PR company tool
It employs the knowledge that people have always enjoyed stories and it carries the brand information within a compelling narrative. Brand storytelling taps in to emotions, engages and builds a relationship between the consumer and the brand, increasing loyalty and the will to recommend to others. Humans are programmed to use emotions when making decisions and they’ll utilise logic to justify their choices.
Recent big-name brand storytelling has moved the focus from brand to consumer and this trend is set to continue throughout 2018. Recent campaigns by Toyota, Axa Insurance and Microsoft are examples of effective brand storytelling with the emphasis on the consumer experience.
Contact a renowned PR agency today to define and strengthen your brand’s position.
