Any good writer in the entertainment industry could tell you the importance of making an emotional connection with your audience. It’s the key to telling a story that allows consumers to invest and properly enjoy the process.
The exact same principle holds true when you are trying to sell a product or service in the modern economy. Customers are tired of being sold to with traditional marketing phrases and terminology. They want brands they can invest in. This is the modern challenge of marketers and advertisers: Creating a brand identity that accurately and attractively explains your business.
Finding the right balance between your content marketing and your physical branding can make your company stand out from your competition. You can sell more and retain more customers by focusing on one simple strategy: Authenticity.
People are willing to invest in a cause when they have a reason to become emotionally invested. Consider a company like Tom’s Shoes, for instance; they have a One for One program where they donate a pair of shoes to a child in need for every pair they sell. They tie this cause into their marketing as well, giving a reason for customers to care and attach themselves to Tom’s brand.
When people care about something, other considerations become far less important to them. Being part of something greater is always going to be more important to them. Going to the lengths that Tom’s does is not viable for most companies – especially small businesses. That said, the appeal to emotion is something any brand can use. The key is taking a stance – for family values, for leading a healthy lifestyle, or whatever is important to your employees. By doing so, you’re allowing your company’s genuine beliefs become your marketing pitch.
Most companies don’t have the money to hire Morgan Freeman, but he’s not your only option for a good voice for your company. Whomever you hire to be your company’s voice – either through writing or through actual voiceover work – should exemplify the values of your company. If your business stands for family values and sells to a demographic of middle-aged mothers, the voice of your company should reflect them and seem like an understanding friend.
This sort of marketing doesn’t come off as advertorial and is of more value to your customers. Consumers want a company that understands them and offers trustworthiness. If your company’s voice is consistent between your content and products, you will discover that you can easily attract a certain kind of customer. In certain niche scenarios, the right voice can be the difference between a successful company and one that no one’s ever heard of.
Physical branding is the cornerstone of your marketing; it’s the face that consumers attach to your voice and message. When developing all portions of your physical branding – from your logo and storefront signage to décor choices for your store – everything should reflect the message of your brand.
Branding is an area where it doesn't pay to experiment too much. It requires an understanding of what your company is about and what customers you want to reach. Consistency and authenticity are crucial. Find an identity and an image that match what your customers expect, and you'll find it is much easier to navigate the rest of the sales process.
It has famously been said that people don't know what they want until they see it. The goal of a marketer is to discover exactly that. And you’ll have a much easier chance of doing so by making sure your brand’s image, voice, and purpose all align.
