In his book “Start with why” Simon Sinek shares a framework called the “The Golden Circle”. In the framework Simon explains that people don’t buy what you make, they buy why you made it. This in a nutshell explains how compelling brands are created in the virtual selling world. Customers buy the story you present and the closer the story is to their desired needs, the more likely they are to buy your product or service.
A compelling brand is the unique story that you narrate and which your customers recall when they think of you. In compelling brand stories, the customer is the central character who is transformed from their normal self into someone they aspire to become using your products. Thus, a compelling brand builds a bridge between who your customers are and who they aspire to become.
There are 3 main components of creating a compelling brand.
#1. The Brand Story
The Brand story is the foundation of your brand. Compelling brand stories evoke strong emotions and are consistent in their messaging. They build their brand stories by giving the same message and evoking the same emotions through multiple stories over a period of time. Virtual presentation is also an effective way to present the brand. Over time, the audience subliminally relate these emotions and messaging to the brand, which imprints the brand in their minds.
For example, take the example of Nike. Nike uses their brand story to allow their intended audience to dream. Nike makes you believe that impossible is nothing. Serena Williams and Cristiano Ronaldo are the heroes Nike wants you to become. To keep dreaming and just doing it.
#2. Communicate through Symbols
Symbols are the soft power that brands are able to exert on the minds of the audience. The effect of symbols is deep in our subconscious mind. When someone utters the word Apple, immediately rather than an apple on a tree, we imagine a half-bitten Steve Jobs inspired Apple brand symbol! This is how deeply symbols affect our inner minds. Consistent symbolism, color palettes, Logos, Typography all combine together to give rise to your brand symbolism.
#3. Strategic Brand Communication
How do compelling brands communicate? Of course, through stories. In today’s times of information overload, brand communication has to be extremely hyper-focused to meet the exact needs of their customers. Hyper-personalization is an important tool where you can make customers feel cared for and treasured. The importance of social network and brand communities is critical for communicating compelling brand stories. The use of multiple channels of communication and means is also rising rapidly. The use of social channels LinkedIn, Instagram, Twitter, TikTok, Facebook, Pinterest etc., is growing at more than 40% year-on-year.
Through Hyper-targeting and video prospecting, compelling brands strategically communicate their brand stories in front of the right target audience, at the right time and at the right place.
Compelling brands ensure that their brand story is fresh and resonates with their consumers. The way they communicate changes with the times, trends and technology relevant to the scenarios.
So, how do create a compelling brand? Simple. Just focus on the why you created the product. Tell your story keeping your audience as the central character. Use consistent storyline and symbols. And finally communicate with your target audience strategically using hyper-focused targeting. These strategies need to be designed to facilitate effective sales training.