Brand Fatigue is real. We are exposed to approximately 300-700 marketing messages per day. Not entirely surprising given there are over 500 million tweets and 55 million Facebook posts every day – and that’s just social media.
We are so incredibly over-stimulated and easily distracted that companies have begun turning up the volume of incessant messaging in hopes that their relentless attempts to interact with us will earn our brand loyalty. Their belief that the more information and engagement they provide, the more likely we will stick with them. However, rather than embolden us, we are often left feeling overwhelmed and confused.
Companies that are overloading their consumers are actually pushing them away, right into the open arms of the companies that know how to keep it simple. What’s the secret to simplicity? Focus on the brand value.
Your brand value is what your consumer perceives as the one powerful thing your company delivers. It’s not the product, it’s the experience. It answers the who you are, what you do and why it matters. And you only get one. Just like a person can’t be everything to everyone, neither can a brand.
Does your company do more than one thing or have more than one type of customer? That’s ok. Your brand value is still the one over-all thing that differentiates you from your competitors. That one thing may be communicated differently to different customers, but ultimately, those messages should all tie back to that one brand value.
Yes, consumers like to be well-informed and providing them with a lot of information could be helpful, but ultimately they are just looking for someone to simply answer the question: why should I choose you? Clearly and consistently communicating your brand value makes their choice easy.
As we approach the end of 2015 and you’re (hopefully) putting some thought into the plans for your brand in 2016, do some evaluating and take a look at your brand value and messaging. Is your company not growing as much as you want? Your revenue slowly decreasing? Are you not actively engaging with your customers? It probably has to do with your brand.
Whether you’re a startup or a seasoned company, it’s never too late (or too early) to right the ship and get your brand back on track.