Brand Relevance and Resonance

- July 9, 2012

Smart Monday/Positioning

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Smart Monday, and we are going to make sure that you are not caught in the brand awareness trap.

A lot of companies today still feel that their product is for everyone and they should market to everyone. The reality is awareness isn’t the main element in increasing brand strength, it is how relevant your product is in the minds of your customers and how your brand resonates with them.

Relevance – let’s think about it. If you are seeking a Volkswagen and you see an ad for a Porsche that is not very relevant is it? It’s also not going to resonate with you or stick in your mind. You are focused on small cars and gas economy, not a high performance vehicle like a Porsche.

In today’s environment, we are moving toward an increase in niche marketing and customization to create top of mind. Let’s look at an example to zero in a little more on brand relevance and brand resonance.

In the category of shoes there are numerous brands and a constant stream of advertising. It doesn’t always mean something to the viewer because it isn’t the type of shoe they are looking for.

Take Converse, they have been around for a long time and are a very affordable, casual shoe. Converse is not a sports performance shoe like a Nike but many people wear them with jeans or other casual clothing.

Vans shoes are very similar in style to Converse. However, Vans has a different target market. Customers of Vans are kids on skateboards or doing action sports. If a customer hears the Vans ad and they aren’t seeking that type of skateboard shoe it would not be relevant or resonate with them.

Next we’ll look at Bally of Switzerland. I often use this example in my lectures and find that many people have never heard of Bally. They offer a high-end, expensive shoe. A pair of loafers may be priced at $400. Unless customers are seeking an expensive pair of loafers, chances are they don’t know that brand, it isn’t very relevant and it doesn’t resonate.

Lastly, Nike has the ability for customers to go online and actually customize a pair of running shoes. They are able to select color, style, and even have their name embroidered on the shoe. Nike is moving more toward customization and creating, in this case, a market of one.

The example of Nike demonstrates how true customization focuses on an individual customer. As a result, when that customer hears the message and it becomes very relevant to them; they feel special and preferred.

Increased customization is something you should strive for in your business. Is it possible for you to create niche or customized products that really zero in on a particular group, or even down to the level of a market of one? If you are able to achieve greater customization, when you advertise it’s going to be very relevant to your customers, it’s going to resonate and they are going to specifically seek you out for that product or service.

That concludes Smart Monday. Join us tomorrow for Strategic Tuesday. To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.