Not too long ago when the Magneto team was talking about traditional vs. digital marketing, we had problems succinctly identifying part two of our core marketing rationale:

1. Tell a story that makes an emotional connection that…
2. Compels people to interact with and ultimately purchase from your brand.

One of us mentioned that the main point of part two was awareness and consideration.

Of course, this makes sense. Customers need to know of your brand to be able to consider interacting with you. Marketing is primarily about awareness and consideration. Thinking deeper, though, brands have the ability to spread awareness and consideration on a broader, long-term scale.

Returning to the story

The key to marketing any brand is to tell a compelling story. There is a lot to be learned by tapping into customers’ mindsets and asking a few questions, like:

• What do they do for work?
• What do they do for fun?
• What excites them?
• What scares them?

By asking these questions, brands are better able to create stories that resonate with their target audience – and as a result, interact with brands on a deeper level.

Living a brand’s story

A strong story lays the foundation for what comes after initial awareness and consideration – encouraging people to live your brand’s story.

For example, how does a Jeep owner live the Jeep brand? The outdoorsy ones drive them until they break down and wave to other Jeep owners when they pass them on the road. Jeep has become a brand that people embrace far outside just one purchase (albeit typically a large, expensive purchase).

People who live brand stories similar to the Jeep example are more likely to share their experiences with a product – whether it be sharing content online or through word of mouth. These customers have become brand ambassadors through their loyalty, with the potential to convert friends and family into users of their brand of choice.

Finding your brand ambassadors – a how-to guide

A good product is a good start to attracting new and loyal customers, but with just a little know-how, a brand can climb the ladder and become a fan-favorite, encouraging brand awareness and consideration on a larger scale. Some Magneto hints:

• Know your customer. What do they want or need from your product? What’s compelling them to buy a product like yours?
• Tell a story that appeals to your audience. Don’t make your target audience work too hard to figure out why your brand fits their lifestyle.
• Keep it consistent. Your brand identity, website, promotional materials, packaging, etc. should all be visually consistent and adhere to your product and brand promise.
• Encourage conversation. This works well on the web – have a strong web presence to encourage your brand-loyal folks to talk to one another and to others about your products and brands.
• Respond to them! People love hearing from or getting shout outs from their favorite brands. Even if the feedback they leave is negative, that’s an opportunity to let your customer service shine and show that the person is valued.

Have questions or need some help creating a sound strategy for your brand? Email us at info@magnetoworks.com. How do you build upon your brand-loyal network? Let us know @MagnetoAgency!

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