Brand Qualities and BenefitsExpert Advice
Once you know what sets your brand apart from the competitors and understand your customer, then you can identify the qualities and benefits you can offer the consumer.
You need to develop a set of benefits that become your BRAND PROMISE. This is the message that speaks to your target customer and tells them what they can expect when they choose to purchase your product or follow your company. Your brand promise tells the customer the unique qualities and benefits they can expect. The brand promise includes the tangible benefits, the things the customer can see and touch as well as the intangible benefits, which are the things the customer feels and experiences.
Every brand needs to develop the range of benefits that they offer, such as quality, value, and unique design. It could be that your product solves a problem or makes your customer feel better than other brands. These benefits can come from your BRAND VALUES and will help build engagement with your customers. Your brand values are the promises about how your company will act, such as being more environmentally conscious or supporting ethical production. To determine your brand values you should consider what matters to you but also your customer, decide what your business stands for and be consistent, ensuring your brand meets your value promises.
Brand storytelling is a powerful technique that you can use to connect with your customer and communicate your values and how your brand is different. If you don’t have a story to tell then you are just selling product, and that really limits your chance of success. The brand story is important to make sure people care about your brand, want to support it and buy into it. Your brand story is not just a tag line it is the very foundations of your business.
Your brand storytelling and brand values needs to be authentic, you cannot just add in buzz words or key phrases and not deliver on them. There are currently many brands that throw the words sustainable or ethical into their brand storytelling without explaining how and where. Or others who state they donate money to certain charities with no evidence of the value of this. Today’s modern consumer is very marketing savvy and knows when a brand is being false or misleading with their descriptions, using terms, phrases and even charity giving in an unauthentic way. If you want to build a strong brand with greater value, then you need to be transparent and genuine in your ethos, descriptions and attitudes.