We see too many brands focus on the product USPs and the tagline but not really think about how their products makes their customers lives better. What problems does it solve, when do they use it? What are the emotional drivers to purchase?
When we think about our customers day and night, this is where the magic happens.
For example what an organic yoghurt brand means to a mother feeding her baby first foods, verses a woman in her 60s concerned about osteoporosis, versus a gym junkie counting his daily protein goals are vastly different.
Here’s a good exercise:
Start by writing down your top 20 customers and why they buy your product. Think about how they consume it, where are they, what are they doing. Then link each customer segment to a content idea that works to OFFER VALUE TO THEM. Not you, them.
For example the young mum might like a tip about how adding cold yoghurt to a hot mash can help to cool it down for the baby, or greek yoghurt might make tinned tuna more palatable for the bub. The gym junkie might be interested in a list of snacks to eat at the end of the day to get their protein count over the line, and the senior might be interested in other foods to pair with dairy for greater calcium absorption. See how different each of these messages are? See how much better they land with the consumer than a unilateral slogan about the brand?
The name of the game here is relevance and hyper-customisation.
Get in touch with us today if you’re up for a very honest chat about how we can help to evolve your brand into a truly customer-centric model – the dividends will astound you.
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