What Today’s Customers Want in a Brand

1950s smiling coupleIt wasn’t until around the 1950s that companies started to realize that, if they wanted customers to stay loyal to them during a time of increasing product diversity, they’d have to find a way to stand out. Fast forward to today, and “branding” is one of the hottest buzzwords in the business and marketing world.

Now, brands are everywhere. We see them every day, in our homes, driving down the street, grabbing lunch in the middle of the day. There is such a wide range of products and services available today that it is essential for modern companies to curate their brands in a way that will stand out to us.

But how do you make your brand stand out to the customer? What are they looking for? What catches their attention? What do they find important? Customers today aren’t just interested in what you are selling; they’re looking for the entire package. So, what should your brand include in order to keep up with the expectations of consumers, clients, and customers?

 

A story.

Your customers are interested in how you got to where you are today. Sharing your journey humanizes your brand and builds a connection with your customers. Show them where you came from, promote where you are, and build excitement around where you are going.

 

A face.

The days of dedicating ourselves to faceless companies are over. More and more, consumers want to know the face behind the company they are working with. Your logo, website, and color pallet are all important, but using images of yourself and your team within your marketing materials is one of the best way to build trust and foster human relationships within your business. That’s why professionally branded images are so powerful.

 

Proof.

Customers today are savvy – they won’t just take you at your word. They will look for proof – through your website, social media, and reviews about your products or services. In a market with so many options, make sure you provide proof that you can deliver.

 

Uniqueness.

There are times when we just need the product or service that will get the job done. But many times, we care about who we are hiring or purchasing from. Once again, within most industries, there are so many options on the market that you need to show what your brand has that sets it apart from the competition. A flair of uniqueness or individuality within your business can attract more customers and make their experience with your brand that much more memorable.

 

A purpose.

We want to know why the companies we work with do what they do. Why is your business important to you? Why is it important to your community? Does your brand or business have any specific goals they are working toward, problems they are trying to solve, or issues they are working to address? Do you stick to a set of principles which sets you apart? Convince your customers that your purpose is worthy, and support and brand loyalty often follow.

 

As a consumer, what do you look for in your favorite brands? Let us know in the comments!