Factors That Make a Brand Marketable to Customers​

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Your brand’s success is not only determined by the quality of the products or services you offer; it’s also about how well you can connect with your target audience.

A brand refers to a name, term, design, symbol, or any other feature that can identify a product or service and distinguish it from other companies. On the other hand, marketing is about creating a positive image and building a connection between the brand and the target audience to drive sales effectively.

There are many factors that contribute to making a brand marketable.  Here are some of the most important ones:
1. Distinctive Brand Voice Brand voice is the company's personality. It should be reflected in everything you do—from how you answer customer service inquiries to the copy on your website to the tone of your social media posts. It makes you more memorable and relatable to your target market as it humanizes your company.

An example of a company with a strong brand voice is Mailchimp. The company's marketing is known for its quirky humor, which makes people more willing to do business with Mailchimp as they perceive it as a fun and friendly brand. 

2. Consistent Visual IdentityYour brand image comprises many elements, including your logo, color scheme, typography, and overall visual identity. You must maintain a consistent visual identity across all channels to ensure that your brand is recognizable no matter where your target audience sees it.

Apple is an excellent company with a strong visual identity. The company's logo, color scheme, and typography are immediately recognizable and consistent across all channels, reflected in everything from its product design to its advertising campaigns.

3. Compelling Story People are drawn to stories. So, sharing your brand's story with your target audience is a great way to connect with them on an emotional level. However, your brand story should be more than just the history of your company. Instead, it should also include the values you stand for and the difference you're making in the world.

Toms, a shoe line company, was founded on the principle of giving back and has built its brand story around this core value. TOMS tells its customers that for every product they purchase, the company will donate a similar product to someone in need. As a result, customers feel good about their purchase and are more likely to become loyal, lifelong fans of the brand.

4.  Clear Target Audience Understanding your target audience is essential to marketing your brand effectively. First, you need to know who you're selling to by considering factors like age, location, gender, interests, and income level. Once you have a clear picture of your target audience, you can start tailoring messaging and visuals that resonate with them. 

For instance, Nike’s marketing efforts focus on athletes and people passionate about fitness and healthy living. This focus allows Nike to create marketing campaigns and products that appeal to its target audience, resulting in higher sales and more loyal customers.

5. Unique Selling Proposition With the vast number of brands and products on the market today, it's more important than ever to have a unique selling proposition— a factor that will make your target audience choose your brand over the competition. It can be anything from a unique product to exceptional customer service to a commitment to sustainability.

IKE’s USP on affordable, stylish, and easy-to-assemble furniture makes it an attractive option for budget-conscious consumers who don't want to sacrifice style. In addition, its commitment to sustainability is another key differentiator that sets the brand apart from its competitors.

6. Strong Online Presence In today's digital age, brands must have a strong online presence. That means setting up a website, being active on social media, and creating a customer-oriented content marketing strategy that will help you to attract and engage potential customers.

Among the companies with a strong online presence are Coca-Cola and Airbnb. Coco-Cola has an active social media presence and a website full of informative articles and videos.  Conversely, Airbnb has an attractive and user-friendly website and a popular blog that covers a wide range of travel-related topics. 

7. Memorable Tagline or Slogan People are bombarded with marketing messages daily, and having a tagline or slogan is a great way to make your brand more memorable. Ideally, your tagline should be short, catchy, and reflective of your brand's personality.

Think of some of the most well-known slogans out there, such as Disney's "The Happiest Place on Earth" or KFC's "Finger-Lickin' Good" These slogans are easy to remember, and they sum up what the brand is all about.

8. Strong Value PropositionValue drives purchase decisions more than any other factor, which is why it's so essential for brands to have a strong value proposition. A value proposition is a statement explaining what benefits customers will receive or what potential pain points will be alleviated from using your product or service. 

Canva, an online design platform, is well-known for its strong value proposition of empowering everyone to design anything and publish anywhere. It offers simple, easy-to-use tools that anyone can use to create beautiful designs, regardless of their experience level. 
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9. A Solid ReputationA brand's reputation is one of its most important assets. People are more likely to do business with brands that they perceive to be trustworthy, reliable, and ethical. Some ways to build a strong reputation include delivering on your promises, being responsive to customer feedback, and treating your employees well.

There are many companies with solid reputations, but some of the most well-known include   Amazon, which is known for its excellent customer service, and Google, which is trusted by millions of people around the world.
Final ThoughtsEverything from your logo to your online presence can impact the way people perceive your brand. By ensuring that all of your branding elements are strong, you can create a powerful, cohesive brand that will appeal to customers and help you achieve your business goals.

However, branding is not a one-time effort. Instead, it's an ongoing process that should be adapted and updated over time to keep up with the changing needs of your business and your customers.

If you need professional help with your branding, Angel Blue Marketing can assist you. We specialise in creating a website and blog contents that are not only interesting and relevant but also SEO -optimized. 

Get in touch with us today to learn more about how we can help you to build a stronger brand.