Everything Your Mother Ever Told You Was True
in Branding Strategy & Trends | by Admin
At one point or another, we’ve all come to the realization that our moms were right. Somewhere between all the “Don’t play ball in the house,” “Sit up straight,” and “What’s the magic word?” there were a lot of valuable nuggets. In the spirit of Mother’s Day, we thought we should remind you how much a good brand can learn from our moms.
Why should we care about moms (besides the obvious, of course)? Moms make 85% of all brand purchases, but only 3% of advertising agency creative directors target women. Not to mention, 91% of women feel that advertisers don’t understand them (she-conomy.com).
There are 75 million mothers in the U.S. Who does the grocery shopping? The Christmas shopping? Clothes shopping? And who is buying more insurance plans, vehicles, and electronics? You got it. Mommy dearest. Which leads me to another reminder: never underestimate the power of a woman: Today, they control more than 60% of all personal wealth in the U.S. More money = more buying power.
Here are 7 of the many lessons from mom that ring true for good branding…
Lesson #1: Just Trust Me. I’m Your Mother.
Inexplicable, but true. We always trusted when our moms said it would be okay.
Brand experience must achieve the same thing. Consumers aren’t just paying for a good or service. They’re paying for the emotional connection that comes along with it. Consumers want to trust in brands’ persona and quality, and enjoy associating with the brand.
Lesson #2: Don’t Take Candy from Strangers
Consumers won’t buy from brands they don’t know and trust. Get personal, be their friend, and propose your value, plain and simple. Consumers want engagement and interaction from brands, which builds trust, and thus, credibility. Don’t be a stranger.
Lesson #3: You Can’t Lie to Me; Moms Know Everything.
Part of brand messaging is the transparency that allows customers to see the alignment between value, employees, and product. Consumers notice—and appreciate—genuine brands. In today’s consumer market place, authenticity is key. To strike consumers with authenticity, a brand must show its distinction from the crowd as the most preferable choice. Consumers face a lot of choices, but laddering-up your brand with their lifestyle is the key to their heart (and wallets).
Recognize your target market and investigate. Find out their needs and their desires. Then, devise an enticing and precise strategy, from social persona to brand assets; an aspirational brand with a voice will rise above the other high-quality commodities.
Lesson #4: Always Try Your Best
A good brand is one that simplifies and improves their target audience’s lifestyle. Brands must get into the mind of the target market; a good brand knows what the consumer needs before they know themselves. Simply marketing to the masses won’t work. You must try harder.
Lesson #5: Nothing Beats Experience
Whether it was trying something new or learning a lesson the hard way, mom was right. And just the same, consumers want to be enticed by an emotional connection; create a living brand experience, and you’ve likely hit a gold mine for brand loyalty.
Lesson #6: “Walk and talk”
Moms are juggling kids’ hobbies, education, health, the grocery shopping, and the bill paying. There’s no time for chit-chat. In today’s busy world, “brands are the express checkout for people living their lives at ever increasing speed” (Brandweek). Give a concise value proposition, and be the simple convenience that consumers rely on.
Lesson #7: Never Give Up
Constantly refresh and revise your marketing strategy, finding the leading edge way to appeal to your target audience.
Sources for this article include www.nielsen.com, thenextweb.com, www.askingsmarterquestions, The Entrepreneur, and she-conomy.com