There is a difference between the traditional top-down and the bottom-up business approaches. One creates unwanted noise; the other leads to a community of invested consumers.
MORE IDEAS FROM How to Cultivate a Customer-Centric Approach to Brand Building
The average person experiences 6,000 to 10,000 ads per day.
Many brands believe that a more and louder approach to communication will get the customers attention. However, this self-centred approach just contributes to the noise.
Any compelling brand doesn't just sell a product. They create a culture and engage a community that drives that culture. Their brand is a live experience that their consumers feel part of.
The world is accustomed to taking the top-down approach. It is usually fast, inexpensive and low-risk. But it is doesn't compel or elicit the consumer to action.
To become emotionally invested and connected to our consumers, we need to change to an experience-based effort. However, it requires you to stand for something and invite people to become part of it.
Traditional models of marketing relied on a top-down approach. It starts with an external goal, and you direct your efforts at getting the goal to impact individuals. However, most consumer's have become desensitised to these efforts.
The bottom-up business growth is built on the belief that a concept evolves into a culture and a community. The brand grows through participation. If done successfully, it creates a bold enough brand that will support business throughout evolution and changes in the industry.
Today, consumers crave authenticity from brands, and user-generated content (UGC) is the best way to give them just that.
This change in consumer behaviour is caused by the fact that people don’t trust advertisements like they used to do.
But not only that, people don’t trust content created by brands as much either.
76% of consumers say they’re more likely to trust content shared by “normal” people than by brands.
Your brand is the exact blueprint of how you will represent yourself to your customers. It’s the manual that tells you and anyone in your company who and what your company is not only from a design standpoint but also, who your customers are , what their wants and needs are, what the voice and tone of your marketing efforts and communication will look like.
Competition for brand recognition is fierce. While digital-native newcomers with their tech-savvy, direct-to-consumer approaches enter with ease, the traditional retailers are struggling.
A big part of the problem is the inability to connect with customers. One PwC consumer survey showed 73 per cent of respondents valued customer experience. The same survey showed that consumers are willing to pay up to 16 percent price premium for a superior experience.
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