Breathing brand
Photo: Nathalie Marquez Courtney
by Alyssa Jaffer
What’s in a brand? Sure, you need the basics: a logo, a product and a website. But successful brands–even small brands–thrive because they tell a story that’s compelling, emotive and purposeful.
The question is, with so much competition for mindshare with audiences, the challenge of screen fatigue and the accelerated digitalisation of brand marketing in a Covid world, how can you cut through the noise to tell your brand story?
We asked Dublin-based brand mentor Sive O’Brien to share her expertise on how small creative brands can stand out in the post-pandemic marketplace.
First off, what exactly is a brand mentor?
“Brand mentoring combines the entrepreneur's know-how with my specific skills and experience working with brands to help improve theirs,” said Sive. “To me, this is precisely what SMEs need when it comes to brand development, and not to give all the knowledge and skills gained growing the brand to someone else to develop strategy.”
Through her one-to-one mentorship sessions, Sive helps brands find their ‘why’ and discover their brand story. “I love witnessing those ‘aha’ moments when brand owners are given the guided space to take a step back and discover what sets them apart and how to use this to be more profitable.”
But in a world where advertising budgets are slashed and marketing ROI is even more heavily scrutinised than usual, activities like brand building and storytelling can fall off the priority list. Allowing brand awareness, development and expression to take a backseat could be a costly mistake, however.
“With so many brands online—over 25 million on Instagram alone—the relationship between brands and consumers is changing. Consumers call the shots; they have found their voice and can decide what to buy based on how a company brand or personal brand behaves.” said Sive.
“To build a brand post-pandemic, you need your business in front of an online audience and to market the company with the right communication methods. But to do this, you need a strategy to build the brand long-term, to build a very specific relationship with a very specific group of people through a very specific message that resonates. Do this, and your brand has a real chance to come out of the pandemic thriving. Because consumers are craving connection.”
Sive shared her top tips for small brands looking to make their mark:
1. It's all about the audience.
Learn what makes your customers tick. Understand them like they are your best friend. Deep dive into their psychographics. Smart brands listen to their customers and how they behave. It's about knowing them deeply.
2. Know your brand story.
Consumers are desperate to find good stuff that solves their problems. They are not buying your product or service; they’re buying your purpose, story, and brand message. A brand story based around your customer and their desires is a sense-making device that helps potential customers avoid confusion about who and what you are.
3. Consistency is key.
So many brands are haemorrhaging money and time trying to implement all the latest marketing tactics, but there is no consistency. If you confuse your customer, you lose your customer. The key is creating a human-centric brand with a brand personality and clear, concise messaging and consistency.