Digital marketing and branding go hand in hand. If your company doesn’t have a strong, cohesive and engaging brand presence, it could undermine all your marketing efforts. Branding is all about finding that particular angle or emotional hook that will get users to obsess over your brand.
Effective brand strategy means creating compelling and addictive content that will inspire shares on social media and boost user engagement, lead generation and—most importantly—brand loyalty.
In short, you need a brand that people will obsess over. Something your audience can’t help but notice and share. Here are three tips to do just that:
Get inside your audience’s head
A great example of this strategy is Old Spice. Today the company is a well-known line of men’s hygiene products, often associated with humorous and creative video ads and the iconic whistle jingle. However, this wasn’t always the case. Thanks to innovative ad campaigns like the “Swagger” campaign in 2008 and the famous “Man Your Man Could Smell Like” superbowl commercial in 2010, Old Spice changed its brand image from “products your grandfather uses” to “products for the modern generation.” These ad campaigns were funny, inherently sharable and got stuck in your head, which explains why they went viral so quickly.
Brand omnipresence is the perception that a company or product is “everywhere,” and it has become the goal of many marketers as a strategy for building brand trust and loyalty. Companies like Google, Coca-Cola and Apple are a good example of how ubiquitous and integrated brands can be. The key to brand omnipresence is consistency and continuity. Many marketers argue that quantity is better than quality when it comes to creating sharable content. By creating a consistent look, feel, voice and message for your brand and then regularly presenting the brand to your audience across a wide range of platforms, you will be able to achieve that omnipresent feel associated with household name brands.
Find your addictive qualities
In his book Hooked, author Nir Eyal talks about human psychology and the ways our brains are wired to form habits. He describes the four-phased “Hook Model” which starts with a trigger (cues that prompt behavior) that leads to an action, reward, and user investment. One strategy for getting your audience to obsess over your brand is to find ways to make your product or service addictive. First, identify the action you want your audience to take, then develop the trigger-reward cycle that will get that audience hooked. For example, the endless scrolling, visual features and social connection offered by Facebook and Instagram provide a hit of dopamine (reward) in response to triggers such as feeling lonely, bored or stressed.
Don’t settle for your audience simply enjoying your product or service. By following these steps, among others, you can build a brand that users are sure to obsess over and share with their friends and family.