Noone Cares About Your Brand

Tired or stressed businessman sitting in front of computer in office

You’re scared to even think about it.

But you’ve known it for a long time: few people care about your small business.

It’s called IRRELEVANCE. And it’s deadly.

But the antidote is (obviously) BRAND RELEVANCE.

Can we talk?

WHAT IS ‘BRAND RELEVANCE?’
Brand Relevance happens when your company creates a rational solution to a customer problem that is communicated in such a way that it creates an emotional connection that excites them to find out more, and buy your product or service.

Ultimately, people do not give you money because you are cool or likable. They give you money when you have convinced them, in an emotional way, that you can solve their problem. They have decided that you can do something for them. They are willing to even give you their hard-earned cash.

That’s Brand Relevance.

You can be sure of one thing: no one cares about your company if they do not know how it solves their problem.

But have no fear!

We’re going to start working on that right now by going through a 5-minute exercise that will help you begin to think about relevance, and why it’s so damn important.

1. DOES YOUR BRAND PROMISE *MATCH* YOUR TARGET MARKET BURNING PROBLEM?

Your potential customers will always ask this question: does your brand promise MATCH my problem?

If your promise does not clearly match their specific problem, or if your marketing materials are not articulating well how your promise matches their problem, then they will move on to your competition.

Your target customer is living a cluttered, complicated, and intense daily life. Part of breaking through to their heart and mind, developing a bond, is to be powerfully clear about why you are relevant to them very quickly, in a manner that is memorable, magical, and logical.

2. DOES YOUR BRAND PROMISE MAKE IT CLEAR *HOW* YOU SOLVE THAT BURNING PROBLEM?

Once you’ve clearly and quickly communicated that your solution matches their problem, you must also communicate exactly how you will solve their problem.

The best brand promises communicate powerful solutions.

For example, the tagline for Causenta Wellness (note: a tagline is simply a short version of the brand promise) is “You: Thriving.” There is no mistaking the problem that the brand solves. When you are sick, or not living in optimal health, they will help you thrive. It’s what makes them relevant.

3. DOES YOUR BRAND PROMISE RESONATE *EMOTIONALLY* WITH YOUR TARGET MARKET?

Once you’ve clearly and quickly communicated that your solution matches their problem, and how you will solve it, your promise must also resonate emotionally. Emotional connections, as every great brand knows, are just as important as logical facts.

When your target customer experiences a strong and lasting emotional attachment to your brand, similar to an emotional connection to a family member or a good friend, you develop a bond that today’s most successful companies, like Apple and McDonalds, are well aware of.

But how do we do this?

You do this by telling your brand story alongside the rational and logical facts about how you solve the problem. None of your customers live in an emotional vacuum. Give them the emotional connection to your brand that they want.

STOP THE FEAR
In the end, there is no need to be afraid that you are irrelevant if you can answer yes to the above three questions. The questions above will help you gauge your relevance, and you can be sure that people will notice you if you answer yes to all three.

And if you cannot answer yes to all three, then guess what? We’ve all been there!

And this is an amazing opportunity to be honest and turn things around!

So go for it. Get to the hard work of being powerfully relevant.

And don’t stop until people not only care about your company… don’t stop until people are knocking on your door all the time.

Three Ways for Brands to get it REALLY RIGHT after you get it REALLY WRONG

The power of making good on a bad brand experience is PROFOUND.

We know this from recent research, which shows that people respond with tremendous good will when a brand gets it REALLY WRONG, and then turns around and gets it REALLY RIGHT.

CASE IN POINT.

I recently decided to try something new, and bought a pint of Arctic Zero “Cookie Dough Chip” (which I had never tried before). Unfortunately, for a premium-priced ice cream pint, it was really bad. Almost no cookie dough. And tasteless.

Not a good experience to have when you try a new brand.

I though they might want to know, and I messaged them on their Facebook company page about this experience. Soon thereafter, a representative got right back to me, apologized, and explained that the batch from which I had purchased my pint had problems that could be traced back to a factory mistake.

Facebook - Arctic Zero

OK. Fair enough, I thought. She then asked for my address so that they could make it right with a coupon.

This week I received a hand-written apology along with a coupon for a free pint (see main image).

Everyone knows this to be true: when you make an honest mistake, you should apologize quickly and make it right. This kind of behavior builds tremendous trust and goodwill with family, friends, and neighbors. Interestingly, however, it is no different for a brand — whether consumer or service-oriented.

Arctic Zero impressed me with their integrity, their willingness to completely come clean, and then make sure I had another try at their ice cream.

Let’s learn from Arctic Zero and how they handled this so well, and apply the lessons to our own brands:

THREE WAYS for Brands to get it REALLY RIGHT
after you get it REALLY WRONG

 

1. BE EMPATHETIC.

Admittedly, I was a bit frustrated when I messaged the Arctic Zero Faceboook page. But the representative who responded was perfect. She did not mirror my frustration at all. She EMPATHIZED with me, and even mentioned that she also would be unhappy if she had spent money on a pint of premium-priced ice cream that was not good.

2.  BE PERSONAL.

Contrary to what I expected, Arctic Zero did not act like a huge, hermetically-sealed corporate structure at all. The representative, Michelle, was very personal and distincly un-corporate as she handled my situation, not only in her response to me on Facebook, but also in the hand-written apology and free coupon.

3. BE QUICK.

Arctic Zero reponded quickly to my issue. And within a week, I had a free coupon for another try. And to add to the goodwill, they have massively differentiated themselves from other companies by sending me a hand-written apology, something I have never experienced.

Apply the above three rules to your own company, life, and relationships, and you quite simply cannot go wrong.

Well done, Arctic Zero. You are now very prominently first-of-mind among ice cream companies who ACTUALLY care about your brand experience.