The 5 R’s of Branding, by Jaci Russo
How do you get your brand viewed, and in the light you want to be seen?
“You can’t tell [your audience] how to feel!”
- You need to know more than demographics
- You need to know who they are inside
- Need to focus the content, dependent on the personality type
There 4 personality types: analytic, assertive, expressive, amiable. These connect to content.
- Analytic – body copy
- Need to understand it
- Gather information, consider it
- Assertive – headlines
- Make rapid decisions
- Expressive – illustrations
- Want to be impressed
- It’s about awards and pretty pictures
- Amiable – logos
- How do others feel about this?
- Referrals and reviews mean everything
- Want to know who the community recommends
What’s the message, and how do we make sure it will resonate?
Need to know:
- Who are we talking to?
- Internal audience
- External audience
- Current customer base
- People who’ve never heard of you
- What do they think about you now?
- How do they feel about competition?
- What do they think about your niche?
- What do we want them to think?
- Where do we put the message?
Where are we going to put all of this?
- There are SO many choices!
- Social media
- People used to encounter 2500 marketing messages a day, now it’s up to 7,000
- Don’t spread yourself too thin
- It’s about frequency over reach
- Reach 25% of the people and convince them 100%
If you understand the 5 R’s of branding, you can connect to your audience.
- Realize that the consumer owns the brand
- What emotions do you evoke? Do you make them feel safe and secure?
- How are you positioning yourself? How are you differentiating?
- What can you authentically claim about yourself?
- Why should they care?
- Resolve to make your promise your brand
- Are you developing relationships with your customers?
- How are you impacting them?
- Do they feel like they’re part of a club? How are you making them advocates?
- Reinvent yourself, to speak the customer’s language
- It’s not a monologue, it’s a dialogue
- You can sponsor posts and buy ads, but make the content meaningful
- Relate to the customers
- People want a brand they can believe in and connect to
- So you need to share their concerns, and care about what they care about
- Forget demographics – how do they feel about the world around them?
- React to your audience
- Build the tribe and create brand advocates
- Get to know your audience
- Give them something to belong to