The same is true for brands that brag. No one wants to hear brands constantly preach their products, though many take this approach, presenting tired campaigns and flashing ads that interrupt us from the content we want to consume. When a consumer hears a brand bragging, they are likely to do the same as when they hear a person brag: walk the other way (or click out of the browser window, or change the channel). When a consumer feels they are being sold or pushed into buying a product, they are more likely to find another brand to pay attention to, with little mind to brand loyalty. As we all know, today’s consumer is empowered with more choice than ever. A 2014 study from Interactions indicates 88 percent of retail shoppers webroom (research products online) before buying in-store.
But your brand is the best, and you know it. While you want to scream from the rooftops and tell everyone how and why it’s the greatest and why customers should maintain loyalty to you, you can’t.
Here are the key content marketing strategy considerations your brand should make to increase customer loyalty without coming across as braggers:
Determining your brand’s position is the key to creating and maintaining brand loyalty; it’s the core of what you are all about. Positioning your brand is important to establish because how you position yourself will be the first thing your customers will think of when they hear your name. However, positioning is different from your tag line. It is, essentially, what your brand stands for, and from there on out, what your customers expect of you. Your tagline is representative of your positioning.
A few brands have nailed down their positioning and tagline that perfectly reflect each other—namely Nike and Disney. When you think of Nike, you think all things athletics—running, biking, shooting hoops—you name it. Nike has the products that allow you do to it. Their famous tagline, “Just Do it,” says to the consumer that they can do anything. It motivates the consumer to buy the product—with their new sneakers or running shorts, they are simply able to do it.
When you think of Disney, what is the first thing you think of? Do you see yourself as a young child walking around with your family in complete awe of all the rides and attractions? Or do you feel the excitement of remembering seeing Ariel, Belle, Jasmine, and all the other princesses and characters roaming around Magic Kingdom? Even if you haven’t been there, imagining Disney World can bring a smile to your face. Their tagline, “The Happiest Place on Earth,” perfectly describes how they want you to feel when you go there: in the happiest place you could be.
Emotions are how humans connect with each other, and so it only makes sense for brands to create emotionally-charged content. Connecting with consumers establishes brand loyalty. In fact, if you are loyal to a brand, you are six times more likely to give it the benefit of the doubt if an uncertain circumstance were to occur. Connect with your audience through content marketing early and often. Make it about them, rather than preaching your brand.
Connecting with consumers on a personal level creates lasting relationships with consumers who will want to work with you instead of your competitors. Imagine: You see both Pepsi and Coke in the same aisle, at the same price. You think about the last time you drank each, but remember the last time you had Coke you were with friends, enjoying yourself on vacation. Which one are you likely to pick?
Bottom line: People remember how products make them feel.
One ad that clearly states its positioning while pulling emotional strings is State Farm’s “Never” commercial. A young man tells his friends, “I am never getting married.” In the following scene, he picks out an engagement ring for his future wife. The commercial goes on, and he continues to say all of the things he will never do—never have kids, never leave the city for the suburbs, never have more kids—with the next scene of him doing just the opposite. The final scene shows him and his family together on the couch. He says, “I’ll never let go.”
Finding the balance between positioning and promoting in your content marketing strategy can be tricky, but it’s important to find in order to gain and keep the trust of your customers. Don’t brag, even though you want to. Your brand (and customers), will thank you for it.
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