Brand Endearment
The King of Brand Marketing. Awareness is great, but if you can endear - you’re leading the game!
The crux of endearment can be summed up in these points:
encourage trust by having consistency across all your brand content and assets
encourage loyalty and affection by providing valuable content in your marketing (eg. marketing content with: humour, aesthetics, emotional stimulation, insights)
be fast - start late, end early and never say or show anything that isn't integrally important - respect your target market’s time, and they’ll extrapolate this to expect you’re going to be respectful of them in every regard
Below are the content concepts that can generate endearment:
Brand Profile
Your opportunity to communicate to your target market who you are, where you’ve come from and where you’re going - show them your values, your ingenuity, insight, innovation, something exciting! Enrich their life, if only in a small way, by inviting them into your community and journey.
Feature Story
Zoom in on a staff member that loves your culture, a customer that’s loved your service or a community that’s been impacted by your business practices - opinions are infectious, give the good ones an opportunity to spread!
Infotainment
Many people hate being marketed to, but love information. Reach your target market with videos communicating practical insights from your expertise that can help them where they’re at - 1. they’ll appreciate the gift of free advice, 2. you’ll have the opportunity to convince them of your expertise!
Staff Headshots
People like to know who they’re buying from, and a portrait from a good photographer or graphic artist can go a long way to help your customers like and trust you.
Brand Mood Collection
Decorate your website with original content - not only does it help your SEO (as search engines reward original content) but it will also give your visitors higher regard for your brand.