Humanity – people like to relate to a brand as if it were another human being. This requires careful definition of, and consistency in communicating, a unique personality and character that shares the attitudes and values of the audience.
Relevance – consumers will also appreciate clarity on the purpose of a brand in their lives – they don’t want to be left second guessing. How a brand fits into their lives and how it can benefit them will be the two key questions on their mind.
Authenticity – a brand needs to convey itself accurately at every stage – from the first introduction consumers need to know exactly what they can expect from a relationship with the brand. And if their expectations are consistently met they are sure to love it.
Impact – a lovable brand is always present, even when out of sight. Achieving this means ensuring your audience is left wanting to see or know more at every touch point. It’s about creating a narrative that pieces communications together and keeps the audience’s attention.
Creating a lovable brand is about understanding what makes an audience tick, understanding their current perceptions of the brand and helping to shape their future decisions. That requires clarity about what the brand stands for – its core messages and tone of voice, objectives and how to achieve them. It’s through our tried and tested Blueprint workshops that we make this a reality for our clients. If you’d like to know more visit strattoncraig.co.uk/our-difference/ or contact us on 020 7593 4014.