Now that seems like a valuable brand proposition.
All to often we find brands working in a market driven paradigm. That-is, their mindset of how they go to market is based upon the collective history of how the category has always operated. What was will continue to be, and any innovation occurs relative to that framework.
Often consumers buy into a category’s paradigm and respond accordingly. Simplistically, if most brands in the finance category use the colours blue, grey black and red, those are the brand colours consumers look for and trust relative to that category. The same goes for brand positioning and messaging.
However, sometimes a little thinking outside the box can create a new way of seeing tan old challenge so clearly that we wonder why it has never been done before. When this creative thinking is done through a ‘consumer lens’ we can achieve the best possible outcome – a fresh brand approach with customer-centric appeal.
Steps to Customer-Centric Thinking:
• What problem does your brand/product solve for your client or customer
• How do it solve that problem better than anyone else?
• How can that be communicated in a customer-centric brand proposition?
Brand Extensions we’d like to see:
• A pen filled with difficult to spell words
• One loaded with words that make me look intelligent
• Or faster words than any other pen for those upcoming exams.
• And maybe a pen filled with my signature for signing pesky documents.
David is the founder of Truly Deeply, a branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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