It is no longer a secret to anyone that the world is on the verge of the fourth industrial revolution, which is designated as digital. The world familiar to us is being transformed, and if you do not change along with it, then you risk being left behind. If earlier the changes were local (in industries), now every aspect of our life is rapidly changing.
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| 10 ways to stand out from the competition |
What this threatens in the global sense will be dealt with by futurologists. We will consider the applied aspect of these changes: how to develop your business in the new realities. How to transform your business. How to build marketing in the digital age of 2022.
Any of our work at the MindRepublic agency has an absolutely practical result - in this article, we have not only described what is already happening to us but have compiled a list of 10 opportunities for a brand to win the hearts of consumers. It is these 10 opportunities that you should pay attention to when developing a brand positioning and promotion strategy in the next few years.
Attract attention and be remembered
The mental functions of a person in the digital age are changing. Psychologists notice that a person's attention becomes short and very unstable. And all this is superimposed on the previously known "banner blindness" - when the human brain tries not to notice the ads attacking it. What does this mean in a business context:
- - For a brand, it is vital to quickly attract the attention of the consumer. According to statistics, 80% of consumers believe that brands do not actually understand and do not perceive them as a person. To stand out, you need to conduct a competitive analysis of your audience - understand their concerns and needs. Analyze competitors to understand how they solve (and whether they solve at all) the problems of your customers. And how do you stand out from your competitors? Develop your own positioning.
- - Broadcast a simple and understandable message, which will also be unique (no one in the market makes such statements).
Building an authority brand
A person of the digital age has a short "planning horizon" and it is very difficult for him to set ambitious goals because of the fear of not achieving them. In addition, the abundance of pseudo-authoritative information and the emergence of a network management structure instead of a vertical one contribute to the disappearance of authorities. Both in the family and in life. What does this mean in a business context:
- Your brand should become an authority for its customers. In this context, the very word "buyer" sounds strange. You must be approached as an expert, a guru, and the sole possessor of knowledge. The Last Jedi.
Social activity
A person of the digital age has certain values that are actively broadcast and promoted by the media and top brands. We will touch only those values that are close to our mentality and can be useful in the context of business development.
- - One of the ways of positioning is “Sustainability of the brand”. That is support or creation of their own social initiatives. Help children, support charitable foundations, and transfer part of the proceeds to a good cause. This does not require a large investment but will create a huge added value for your brand. Besides, it's just a good thing.
- - In an era of general disunity, it is more important than ever to unite. Create or join specialized communities. This will highlight your leadership and expertise and benefit your industry. According to statistics, 37% of users will remain loyal to a brand if they are part of its community.
Create value
In the era of counter-consciousness and post-truth, when a person's own values are blurred and require rethinking, it is very important to create a brand filled with values that are important to the audience. Create these values, declare them and stick to them.
- - Carefully study the values of your audience, and understand what is really important to them.
- - Conduct an analysis of your company's value system. Fix your value system.
- - Find common ground with the needs of the audience.
- - Communicate your values to your brand audience.
…and be consistent
The modern audience does not forgive falsehood. The lack of empathy (the ability to forgive) is common to many modern consumers. And as we wrote before, 60% of digital age consumers expect brand consistency across all channels.
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| 10 ways to stand out from the competition |
Entertainment content
If earlier, experiencing difficulty or need, a person turned to experts for advice and help, now any information can be obtained online. Searching for a contractor on YouTube videos has already become commonplace. People are shopping on Instagram and Pinterest, social networks that weren't meant to be marketplaces. But to enter and not be a stranger on social networks, it is important to create content that will not only sell. More precisely, it will not sell. At all.
- - Solve user problems
- - Entertain the user by talking about your business
- - Show that your brand is a living organism, almost a person
It is this approach that will make a social media promotion strategy truly successful.
Realize who you are
As we wrote above, now our society has a problem with authority. But before you say something publicly, you need to decide who you are. In the language of branding, this is called the development of a brand platform. This is your brand's coordinate system.
For example, we at Mindrepublic conduct a briefing for the client on a special system of questions. This allows the client to realize who he is in the context of his brand. Who is his brand? What is important for his brand?
Be honest and critical
Modern realities are such that shortly we will have a generation that is not able to plan and does not understand what to do. With a lack of motivation and internal energy, having lost self-identity and possessing superficial knowledge. And this is the future audience of your brand.
Sounds ominous, doesn't it. But nevertheless, who else can help your consumers? If this inspires you, then it's time to act! But be sincere in all communications with your audience. 94% of today's buyers will be loyal to companies that are honest and transparent in all areas of their business. When choosing brand messages, focus only on what really fits your brand.
Our agency, for example, always tries to show its clients that the process of creating a brand is absolutely transparent and is based on a system of simple and understandable steps. And we all do not just share this belief. It is in the DNA of our company. We simply cannot act differently.
Create a clear visual image
71% of marketers at top companies believe that the inconsistency of brand visual communications hurts the behavior of potential consumers. Not only will this inconsistency not help you stand out from the competition, but it will also cause confusion and discomfort for potential customers.
This means that it is no longer possible to delay any longer and it is time to develop a clear system, a guide for using the visual attributes of your brand. We wrote a lot about the need to develop a guideline, logo book,, and brand book. You can read more by clicking on the links in this paragraph.
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| 10 ways to stand out from the competition |
It is important to understand that until you have a solid and unified brand visual image, you will not be able to build communication with the client. What should be done?
- - Update the identity (or develop a logo and corporate identity )
- - Develop a brand book
New Horizons
Now that you know in general terms what awaits us and how to build marketing in the digital age, you have only a simple choice: transform or wait a little longer.
For some, such changes in society seem to be a big problem that pulls them out of the usual well-functioning business system. But we hope that you will see in these changes the space of opportunities to surpass your rivals, that is, to rebuild from them and reach a new level.
If you don’t know where to start, call us at the MindRepublic branding agency. And we will discuss with you the strategy of your successful positioning.
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