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:
Emotion
Salience
Fit
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EMOTION:
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!
SALIENCE:
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:
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?
IT'S ELECTRIC
Get in touch to set up a complimentary intro call on how we can help you increase your brand energy.
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