Brand awareness and recognition are two things that consistently help your company gain and maintain momentum in a competitive marketplace. That’s why it’s so important to know how to showcase your brand in ways that are memorable, classy and exciting, without going overboard. The tips below, as well as the accompanying case studies, will explain how to do that.
Indicate How Your Brand Can Spark Inspiration
IKEA is a popular home goods brand that sells everything from furniture to textiles. It’s well known for offering a multi-level shopping experience that helps shoppers discover how IKEA’s products could enhance their abodes. First, they go to the showroom floor, then make lists of items they want to buy and finally head to a warehouse-like area to pick up the goods.
When the brand launched an ad campaign for the Asian market targeted towards people who were interested in revamping their kitchens, it encouraged buyers to cook up new kitchens by envisioning the IKEA catalog as a collection of recipes. In this case, they could be thought of as cookbooks full of recipes for beautiful, highly functional kitchens.
Do something similar with your brand by demonstrating how it could help people rediscover what’s possible, courtesy of your products. IKEA represented an interesting spin on the brand’s perpetually popular catalogs, and helped people feel like the time was finally right to freshen up their kitchens after indulging in IKEA shopping sprees.
Put Your Brand to Use in Relatable, Real-Life Ways
Thanks to products like the Kindle, Amazon is consistently successful in its efforts to capture the target audience’s attention. To stimulate curiosity for its Amazon Echo gadget, and Alexa, a personal e-helper that responds to thousands of vocal commands, the brand released a cool YouTube video.
It showed many of the ways a typical family could use the Amazon Echo and Alexa throughout the day. Over five million people have viewed it.
The effort paid off in big ways. Although the product was at the top of many holiday wish lists this past holiday season, Amazon was overwhelmed by demand. In November, the company reported Cyber Monday sales for the Echo were seven times greater compared to the previous year.
People may think your brand offers products that are nice to have, but not essential. You may be able to disprove that perception by distributing media that shows how everyday people use what your brand sells to make their lives better.
Design Remarkable Packaging
Your brand’s packaging can be an excellent vehicle in impressing potential buyers. Elements such as the font, color scheme and imagery all combine to hopefully make people choose your product on a crowded shelf versus something a competitor sells. Eye-catching packaging often initially makes people stop and consider products, but it may be necessary to highlight an additional selling point to close the deal.
Soapbox Soaps does that particularly well because it offers enticingly packaged products that give back to people in need. The brand’s soap and body wash packaging features bright colors and cheerful designs.
Also, a section of the packaging makes it clear that when people purchase a product from the brand, soap gets donated to people who might not otherwise have access to it. Furthermore, each product includes a “Hope Code.” When people type it in at the brand’s website, they can see the exact communities that benefitted from their purchases.
Challenge People’s Expectations
You can also show off your brand by using a method to advertise it that people wouldn’t expect. Take bottled water, for example. People usually don’t think the bottled water they gulp during gym sessions or during busy days at work will sport customized labels. However, customized labels are excellent for capturing attention.
You could use special labels to promote a rewards program that allows people to trade labels for points they can redeem for branded merchandise, or use a custom-made label to promote how your brand has just begun sponsoring a well-known sports event.
Alexa Springs is one brand that offers custom labels for bottled water, and you can even use a virtual label generator to upload your image, choose a bottle size and get an idea of what the finished product will look like, all before you place an order.
Whether you put your own labels on water containers or something else, the idea is to cause the “wow factor” by defying what your customers expect. As a result, they could pay much more attention to the product, or at least its packaging, instead of just giving it passing glances.
Dream Up An Amazing Interactive Billboard
Billboards are very popular, but because they’re so ubiquitous, people often drive by them without paying attention. Knowing that, Reebok designed to erect a billboard in Sweden that spurred people to test the limits of their abilities. If they could run fast enough past a billboard equipped with speed-tracking technology, they’d score a new pair of the brand’s ZPump 2.0 shoes.
If your brand’s ad budget allows for it, it’s worth considering working an interactive billboard into the marketing strategy. Billboards generally stay up for a while, meaning it’s possible for lots of people to see them, plus when you’re able to put a creative spin on your concept, as Reebok did, you’ve got a winning combination.
Make it Simple for People to Experience Your Brand
It’s difficult for people to know why your brand is worthwhile if they perceive it as being too exclusive. Keep in mind a lack of exclusivity is not synonymous with low quality when showing off your brand by making it more accessible. BMW proved that when it allowed prospective vehicle buyers in the United Kingdom to purchase cars online.
People can receive financing approval after 90-second credit checks, and then answer five questions about their lifestyle and driving habits. The system presents them with a preferred model and an alternative. The whole purchasing process takes just about 10 minutes, although buyers still have to make arrangements with local dealerships to pick up their new vehicles.
It should now be clear from these suggestions and case studies that there are some amazing ways to let your brand shine. All that’s necessary is a little creativity.