Making your brand’s voice resonate: The brand characteristics consumers come back for


Making your brand’s voice resonate: The brand characteristics consumers come back for

  • In The Balancing Act Study, we asked consumers, “What is the most important to you when choosing a brand to buy?”  
  • Among the many motivators to purchase, those related to brand resonance ranked third on a global average and on specific market-level. 
  • There are several low-cost ways to build brand resonance and win new customers. 

So why bother establishing brand resonance?

Functionality is what moves a consumer to choose one brand over another, but resonance is what will keep them buying.

What is brand resonance?

It is the psychological bond that is created between a consumer and a branded product. Brand resonance is how well a customer relates to a product—their perception of the brand’s values or goals.   

Once your product proves to be the functionally most viable and competitive one, by setting up your brand right, resonance models will help build and sustain the relationship. 

The ways of achieving brand resonance can vary from type of product or market to another. However, there are high-level sentiments that small brands can capitalize on now.

What small brands should focus on 

Over the last decade, there has been a call to CPG manufacturers to centralize their brand strategies on the consumer. From a marketing perspective, the natural inclination is to build a brand that buyers feel they can relate to and have a lot in common with—for example, through personalization or showing similar attitudes or beliefs.  

The survey, however, highlighted the shocking fact that this trend is no longer valid. In fact, a brand having common ground with the consumer did not make it to the top three purchase motivators.   

There is one sentiment that seems to be shared globally. Across 18 markets that we have measured outside of the United States, consumers are looking for a brand that provides them, personally, with environmental and social benefits.  

The only exceptions were Egypt and the UAE, whose consumers ranked higher on the need for a brand that reflects how consumers feel about themselves, while South Africa’s consumers are looking for something that they would be proud to display or recommend.

Who speaks for your brand matters

Another trend which is seeing a quick decline is the use of celebrity endorsement. While it will not hurt your brand image, it is not what will get your product off the shelves.  

And because celebrity endorsement are usually not a low-cost tactic, if you are in search of a brand ambassador, your existing customers would be the way to go. To the potential customer, trusted brand ambassadors fall into two buckets: 

  • The stranger who goes online to review a product for the selfless benefit of everyone else. In fact, over a third of consumers in several markets, including India, Indonesia, Egypt, and South Africa, confirmed having tried a new brand due to online reviews.  
  • Friends and colleagues who tried your product and highly recommend it. 

Position yourself in the way that matters to consumers

For small brands, trying to seem relatable is not enough to motivate consumers to purchase your products. With few exceptions, shoppers around the world want products to offer personal environmental or social benefits. Small brands must communicate these benefits clearly to capitalize on brand resonance. They can also utilize economical tactics such as leveraging existing customers as brand ambassadors. 

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