Truly strong brands arethe ones that acquire human relevance, transcending the limits of the market category they belong to.
Based on what they propose to be and by taking on an authentic point of view about the lives of their customers, brands can generate reactions, reflections, empathy and emotional involvement in people.
Therefore, by going beyond the solely functional speech, brands become truly important to their target audience and create genuine and lasting connections.
Being present, with consistency, in the customer’s lives and conveying the same – and own – point of view in all points of contact is what makes a brand remain relevant over time.
By expressing the same essence in its products, services, behavior and communication, the brand establishes a bond of admiration and loyalty with its customers, going beyond the commercial relationship.
At Every Touch Point:
Strong positionnings however, depend on consistent and impactful implementations. Otherwise, they become only intentions and not a reality.
Making sure that the brand’s point of view is expressed at all points of contact – amongst its inside audience, channels, products architecture and services, and its stakeholders – is to ensure that the investment pays off and creates engagement.