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3 Branding Secrets

This section offers three ways to solve a problem. See more on Linkedin.com/in/ahern

How humans and companies perceive how they are viewed is always tricky due to bias. When creating a company brand, it’s important to have the perspective of the customer, not just your company’s internal mission statement. Here are three tactics that may help:

1. Tell a Story
   Oral traditions have always been an integral part of human history and society. Stories are how humans remember. Tell a compelling story about your company that customers will remember.
   

2. Make the Customer the Hero
   I hate to break the news, but nobody really cares about how great you or your company is. They just want to understand how your company has helped others and how you will help them. When crafting your story, make the customer the hero. A part of the story should mention how your company arose specifically to support the success of the customer.

3. Match the Brand to the Buyer’s Persona
   You have two companies: Harley-Davidson Motorcycles and Princess Dance Company. The messaging, tone, and language used for the dance company will not work with the motorcycle company and vice versa. To capture a customer you need to know their aesthetics and desires to build their trust. Once they know a brand aligns with their beliefs and motivations, they say, “YES! Is your company presenting itself to customers so they are unconsciously attracted?

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