Brand resonance is the way a consumer thinks or feels about a company’s brand. Build towards brand resonance by creating campaigns based on an effective brand resonance model. Achieving brand resonance creates customer loyalty. Customer loyalty leads to company growth through word-of-mouth sharing.
Following a brand resonance model doesn’t restrict freedom of order or strategy in campaigns. However, it’s important to find a model that is proven effective. Shape your brand to achieve brand resonance using these brand resonance model strategies.
Establish Brand Importance and Increase Noticeability
The first step to achieving brand resonance involves a basic level of branding. This step is mainly a way to get people to notice your brand. Marketing campaigns that fulfill this are typically geared towards brand awareness. This type of positioning also should take into account the ways a brand will be remembered by consumers, and how often it will be remembered in situations where they choose to use your product. Evaluate whether it is noticeable, and make a plan of action to ensure consumers think of your brand at important moments.
Position your brand so it is important to customers. The timing and placement in this phase is important. Here’s a good example: a company placed its sign next to a busy freeway. The idea was that everyone driving during rush hour traffic would see it. The company rented apartments, and was trying to show how nice it would be to skip driving so far every day and live at its apartments in the area. This immediately shows the importance of your brand to the customer at that particular time of day.
Demonstrate Brand Performance and Link Brand Imagery
A necessary step in creating brand resonance is proving repeatedly that your brand represents a company that has high performance. From a branding standpoint, this involves linking brand to past great performances and running campaigns based on previous strong performances of the company. This could involve a project that reminds customers of a time your company perfected something important. Mentioning past successes is a tough thing to do without appearing arrogant, so approach it gently and with subtlety.
A brand can’t resonate with someone if they’re not able to instantly identify the brand logo. Chances are if you’re looking to build brand resonance, you’ve already built a brand logo. Now it’s time to take the image of the logo and make it induce feelings for people who see it. For example, a company could run a campaign that uses a tagline pertaining to a natural disaster. It could then donate proceeds to a relief fund, all the while its brand would elicit feelings of positivity from customers when they see the logo even without the tagline used.
Every step of branding should be evaluated differently on a company-to-company basis. Furthermore, the way to maximize and complete each step successfully varies as well. Recognize the steps that most benefit your company in order to produce rewarding brand resonance with customers.