DOES YOUR BRAND NEED MORE ENERGY?
WHAT IS “BRAND ENERGY” AND WHY IS IT IMPORTANT?
A recent Forrester survey defines it as:
A holistic measure of the power of a brand — the charge that marketers build, battery-like, every time they send the right message, deliver the right information, or reward a customer’s emotional expectations with the ideal experience.
HOW TO CREATE BRAND ENERGY
Forrester breaks it down as having three main contributors:
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Almost half of brand energy is fueled by emotion – an automatic process in our subconscious mind.
Tap into it by knowing your Target Audience and what motivates them/makes them feel!
About thirty percent of Brand Energy is made up of salience. Basically, this means having noticeable, top-of-mind branding.
Salience stems not only from traditional awareness building but also from the longer-term impact of positive emotional experiences.
Build salience by working with a branding and positioning agency (like us) in combination with SEO and marketing experts.
Fit accounts for the remaining twenty percent of Brand Energy.
Fit is about relevance (deriving from price, product, availability, etc.) and also about alignment to the consumer’s world view.
Create a sort of club for your target audience to fit into – how can your brand appeal more to their viewpoint and interests?
Get in touch to set up a complimentary intro call on how we can help you increase your brand energy.