Crafting Brand Success: Why Attitude Shapes Your Product’s Destiny
Have you ever wondered why some brands take off while others flop? Why do consumers latch onto one product but ignore another that seems similar? The secret lies in understanding your customer’s attitude.
Focus first on nurturing the right mindset and emotional connection in your audience. Then craft a product that aligns with this attitude. It’s an unconventional approach, but often more effective than the traditional model of creating a product then trying to market it.
Join me as we explore the fascinating world of brand building through the lens of customer attitudes. I’ll share an insider’s perspective on how shaping your brand around your customer’s beliefs and preferences sets you up for success.
We’ll also bust some myths about brand purpose and storytelling. And I’ll reveal the common mistakes that trip up even experienced marketers when developing new products.
By the end, you’ll have a blueprint for resonating with your audience in an authentic way. The key? Design your brand experience around their attitudes first, not just features and benefits. Are you ready to think outside the box? Then let’s get started!
Introduction – Welcome to the fascinating world of brand building where the attitude of the customer shapes the destiny of your product.
We’ll explore the concept of focusing on customer attitude first before developing a product. This process gives a new perspective on how to approach branding and provides a blueprint for success. A bit unconventional, yes, but that’s how we roll here at Scythos!
Connecting Through Shared Attitudes
Brands that focus on understanding and shaping customer attitude are better equipped to build an emotional connection with their audience. This more holistic approach considers the beliefs, preferences and perceptions that drive consumer behavior.
Rather than starting with a product then trying to market it, innovative brands first nurture the right attitude within their target demographic. They tap into the history and motivation behind the mindset, not just product attributes.
Aligning your brand identity with existing customer attitudes creates resonance. Consumers see themselves reflected in the brand purpose and ethos. They feel a brand “gets them” on an intrinsic level.
This helps brands attract and retain like-minded followers. When done authentically, it fosters a community united by shared attitudes and values. Rather than just pushing products, the brand facilitates meaningful conversations.
The most compelling brand stories highlight the early internal motivations and external forces that shaped their outlook. This backstory plays a key role in establishing relevance. It shows audiences the brand arrived at the same realizations they have.
This relevance also lends itself to timelessness. Brands focused on championing customer attitudes and mindsets transcend passing trends or fads. The underlying beliefs remain deeply rooted even as products and industries evolve.
In summary, brands should shape their identity around existing consumer attitudes rather than trying to change attitudes to match their product. This inside-out approach breeds familiarity and loyalty, binding customers to the brand on an emotional level.
Rather than dictating taste, smart brands demonstrate they share their target audience’s perspectives. This helps turn customers into true believers.
The Power of Brand Storytelling
Storytelling allows brands to vividly communicate their origin story and continuing mission to customers. Rather than just showcasing products, compelling narratives highlight the motivations, challenges and purpose that shaped the brand journey.
Let’s explore how the Pixar storytelling code can be adapted by brands:
- When we started – Explain the initial motivations, attitudes and external forces that inspired your brand vision. What problem did you set out to solve? What unique perspective shaped your outlook? Anchor in these timeless drivers.
- We faced setbacks when – Discuss key challenges, mistakes and barriers faced along the way. This builds empathy and showcases authenticity.
- But we achieved victories like – Share pivotal successes and innovations that advanced the brand mission. Show how challenges were overcome.
- That enabled customers to – Articulate the evolving customer experience and showcase how the brand empowers consumers over time.
- So we continue to – Reaffirm the brand vision and discuss ongoing initiatives to drive future growth while staying true to foundational values.
This narrative arc provides continuity between a brand’s past, present and future. It establishes emotional resonance through shared struggles and triumphs.
Most importantly, compelling stories transcend products. They highlight the underlying customer attitudes and beliefs that brands are enabling. This helps attract like-minded customers who feel connected to the brand purpose.
Rather than touting product specs, savvy brands showcase how their outlook enables consumers to achieve personal goals. This transforms customers into invested brand partners on a shared mission.
In summary, brand storytelling establishes relevance by framing products within a broader aspirational narrative. This attracts loyal customers who align with the brand worldview.
Harnessing Brand Purpose for Success
A compelling brand purpose goes beyond showcasing product features – it highlights the aspirational beliefs that drive a brand’s vision. When effectively communicated, purpose creates an emotional bond with customers seeking higher meaning.
Resonating Through Shared Values
Brand purpose articulates a company’s reason for being – their guiding set of values and convictions. This core ethos remains fixed even as products evolve.
By spotlighting shared beliefs, brands attract like-minded customers who feel a deeper affinity. This sense of alignment empowers people to participate in an inspirational mission.
Southwest Airlines, for example, democratized air travel by making it more affordable and accessible. This fundamental purpose has resonated for 50 years – outlasting any single aircraft or route.
The Risks of Prioritizing Product
Many brands focus messaging solely on product attributes rather than higher purpose. But this commoditizes brands into feature checklists rather than badges of identity.
Purpose creates distinction by framing why a company’s offerings matter. It’s the difference between touting what a brand sells versus what it stands for.
Without this higher meaning, brands struggle to foster committed brand advocates. Their products may satisfy temporary needs but lack enduring resonance.
Executing Across Digital Channels
Today’s fragmented media landscape provides immense opportunities for brands to reinforce purpose on customers’ terms.
Social channels, in particular, enable brands to directly engage audiences through aspirational storytelling and calls-to-action.
Brands must also ensure purpose is embedded holistically – from branding to culture to customer experience. Consistent reinforcement cements purpose in customers’ minds.
In summary, leading brands spotlight their North Star – the guiding purpose that shapes all decisions and connections. This attracts devoted followers seeking their own True North.
Decoding the Audience: Data’s Growing Influence
Customer Insights Drive Relevance
With endless product choices, brands must deeply understand customer needs, values and behaviors to create relevant offerings. This requires analyzing robust data on purchase drivers and usage contexts.
For example, studying customer feedback revealed consumers wanted healthier fast food options. In response, chains like McDonald’s added salads, yogurt parfaits and apple slices – boosting sales.
Beyond explicit preferences, analytics can identify emerging needs customers themselves can’t articulate. Data reveals insights to drive innovation rather than just reacting to existing demand.
The Perils of Misreading the Audience
Despite data’s advantages, analysis risks pigeonholing customers into simplistic segments. Nuanced human complexity eludes boxes on spreadsheets.
Brands must balance quantitative rigor with qualitative empathy when assessing data. Removing the human element can steer brands astray.
For example, New Coke used extensive consumer research to reformulate a beloved product. But it famously backfired by overlooking customers’ emotional brand attachments.
Walking the Fine Line
While data should profoundly influence brands, it shouldn’t wholly dictate their purpose or offerings. Brand building retains an irreplaceable human element.
The solution lies in blending art and science – leveraging data to inform strategies while also leaving room for that undefinable emotional spark between brand and consumer.
The sweet spot is using analytics to reveal what people want next – not just what they say they want today. Data predicts; humanity creates.
Shaking the Tree, Catching the Apples
Successful brand building requires more than just analyzing data or telling stories. It’s about understanding customer attitudes on a deeper level and reflecting that ethos in your brand purpose.
We must observe subtle emotional and behavioral cues that reveal people’s core motivations and values. Data provides part of the picture, but true insight combines analytics with genuine human empathy.
Brand stories should resonate by reflecting the audience’s own hidden aspirations. When people recognize their innermost beliefs mirrored in a brand, fierce loyalty emerges.
Ultimately, a clear brand purpose ties everything together. It crystallizes the audience’s unspoken attitudes into an inspirational vision that ignites passion.
While this customer-first approach seems unconventional today, we believe it holds the key to building iconic brands that stand the test of time. Yes, you may get conked on the head once in a while as you shake the tree – but the sweetest apples will fall right into your hands.
So keep observing, listening and understanding at a profound level. Keep telling stories that tap into hearts, not just habits. And keep purpose at the core, expressing people’s unarticulated truths. Do this, and your brand will thrive for generations to come.
We can’t wait to see the fruits of your efforts as you embrace this attitude-first philosophy. Just be ready to duck from falling apples as you shake things up!
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!