What is brand resonance?
Having a known brand means a lot in marketing, as it can make customers feel more comfortable with your product and be more likely to return in the future. However, what really makes a brand stand out is when it has resonance. This occurs when consumers connect with the values of a company on a deeper level, and often happens without them even realizing it.
There are many ways to create brand resonance, but one of the most important is to make sure that your content is consistent with the overall message you’re trying to send. If you’re trying to project an image of luxury and sophistication, for example, using slang or unprofessional language in your content will only serve to undermine that. Instead, take the time to create high-quality, well-written content that will resonate with your target audience and help them to see your brand in the way that you want them to.
Another way to create brand resonance is through storytelling. When customers can see themselves in your story, they’re more likely to connect with your brand on a personal level. This is why it’s so important to create content that is relatable and relatable to your target audience. If you can do this, you’ll be well on your way to creating the kind of brand resonance that will really make your business stand out.
People enjoy reading stories, so try to include at least one in all of your marketing content. This doesn’t mean that every piece of content you create needs to be a story, but it should be used as a way to add depth and meaning to what you’re saying. When done well, stories can make your brand much more relatable and help customers to connect with you on a deeper level.
Finally, consider using modern social media as a way to create brand resonance. Videos, for example, have been increasingly popular, and there’s a good reason for that – they’re an incredibly powerful marketing tool. When used correctly, videos can help customers to connect with your brand in a way that written content simply can’t match.
Brand resonance pyramid
The following is a model that captures the key features of brand resonance. It starts with brand recognition at the bottom, which is necessary but not sufficient for creating resonance and moves up to brand recall and then brand affect. The model was created by Kevin Keller in his book Strategic Brand Management.
Level I: Salience
Brand recognition is the extent to which consumers are able to correctly identify a brand when they see or hear it. This is the most basic level of brand awareness and is necessary but not sufficient for creating resonance.
At this level, customers are aware of the existence of your brand, but they don’t yet have any emotional connection to it. In order to create resonance, you’ll need to move beyond simply getting your brand name out there and start building an emotional connection with customers.
Level II: Brand differentiation
At this level, customers are aware of the existence of your brand, and may have some level of awareness about what it stands for.
However, they are unlikely to be familiar enough with your brand to be able to distinguish it from others in the same category. Differentiation is all about creating a unique position for your brand in the minds of consumers. It’s about finding a way to make your brand stand out from the competition, and communicating that difference to consumers in a way that resonates with them.
There are many different ways to achieve differentiation, but some of the most common include:
– Focusing on a specific niche: By targeting a specific niche, you can create a position for your brand that is different from the competition.
– Offering unique benefits: If your brand offers benefits that are not offered by the competition, this can be a powerful differentiator.
– Creating an emotional connection: If you can create an emotional connection with consumers, this can be a strong differentiator.
The key to successful differentiation is to find a way to make your brand stand out in the minds of consumers, and then communicate that difference effectively.
Differentiation is an important part of the brand building process, and can be a powerful tool for driving awareness and preference for your brand. However, it’s important to keep in mind that differentiation is just one piece of the puzzle. In order to be successful, your brand also needs to have a strong foundation of other key elements, such as a unique value proposition, a recognizable identity, and a consistent customer experience.
Level III: Reaction
Third level consists of the customer’s reaction to your brand. At this level, customers have an emotional reaction to your brand – they may love it or hate it, but they definitely have a strong opinion about it.
In order to create resonance at this level, you need to find a way to tap into those emotions and connect with customers on a deeper level. This could be done through marketing campaigns, social media engagement, or even just creating a brand identity that people can connect with. The goal is to create a connection with customers that goes beyond simple product recognition. When you can create an emotional reaction in your customers, you have created resonance.
Level IV: Loyalty
Finally, at the top of the pyramid is brand loyalty. This is the ultimate goal of brand resonance – to create such a strong emotional connection with customers that they become loyal, lifelong fans of your brand.
Loyalty goes beyond simple customer satisfaction – it’s an emotional attachment that leads customers to continue using your brand, even when faced with competition.
To create loyalty, you need to give customers a reason to stay with your brand, even when there are other options available. This could be anything from providing outstanding customer service to offering unique and valuable products and services that keep customers coming back.
The brand resonance pyramid can be a helpful tool for understanding the different levels of emotional connection that customers can have with a brand. By understanding where your brand lies on the pyramid, you can start to work on strategies for moving up to the next level and creating a deeper connection with your customers.
If you ever feel like you need help, you can always contact an agency like ours for assistance. At Evolves Tech we specialize in helping brands reach their full potential and create strong emotional connections with their customers. Book a call with us today to learn more about how we can help you: https://calendly.com/evolves-tech