As the year draws to a close, agencies and academic publishers are promoting their forecast of 2016 marketing activity. Add this post to the list, I suppose. Here are 3 words to filter any branding or marketing activity you choose to do next year:
Simple is about focus and confidence. Consumers give you about three seconds in their first experience with your brand. It is therefore important to keep any engagement simple. For an online experience, two out of three consumers will move on if content is too long to read. When you spend the time to shave off unnecessary words or design, you make your message even stronger. It conveys focus and confidence that makes people pay attention.
See this recent article in Harvard Business Review on the top ten simple brands .
Consistent is about discipline and assurance (and return on investment). When a consumer experiences a brand consistently regardless of place and time, they become familiar with a brand. It is like meeting an old friend. This helps reduce uncertainties and builds trust. So please ensure that new ideas are rooted in some sense of consistency with your brand’s positioning, especially it’s values. Having this discipline pays off over the long term as activities reinforce a brand.
See this recent post from Percolate on a consistent brand experience being the new battleground.
Client-centric is about offering a benefit to your customer and closing the deal. Products and services are becoming more difficult to differentiate across many industries. Value is being created in new ways as the bar gets raised, and technology redefines offerings. The best companies are offering solutions, not products and services to customers. These solutions deliver layered benefits to consumers. Marketers should shift their paradigm in step with business strategy, and start to package solutions with clear benefits. This will help set your brand apart and make that sale.
See this recent video from Michael E Porter and James E. Heppelman on smart, connected products.
@smunthree | The Union Marketing Group | www.theunionmarketing.com
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