fire escape for a strong brand.
The fire ladder shows the stages a customer goes through in developing brand loyalty. It has no railings, so a misstep leads directly to problems.
Communicate goals first!
Patience is important. Spoon-feeding with information, so that the customer can process all the bite-sized pieces and move on to the next step at their own pace. A well-constructed and executed content marketing plan plays a crucial role in this.
Focusing too quickly on the sales target can be killing for the branding strategy.
One of the biggest pitfalls in branding – just like in japan telegram data content marketing – is that we want to achieve the sales target too quickly instead of focusing on the communication objectives. By trying to take multiple steps at once, the risk of stumbling (and therefore sliding) becomes very real.
Consistency is also a prerequisite for giving substance to your brand. Everything you do and communicate must form a unity and be in a logical connection. It is useful to have a starting point in which you describe what you want to mean with the brand and for whom. You can easily answer this positioning question if this has already been laid down in broad outline in the company strategy. In the context of the brand policy, this is then summarized as a value proposition. This describes how your brand distinguishes itself.
From values to words
Ultimately, we translate this into a brand promise. This makes it clear what customers can count on. Some examples:
H&M talks about: 'More fashion that's good for people, the planet and your wallet'
Starbucks says: 'Inspiring and nurturing the human spirit – one person, one cup, and one neighborhood at a time'
BMW promises: 'The ultimate vehicle'
Google is digging to: 'Organize, make accessible, and useful the world's information'
If the brand promise is well worded, you can base the writing style for the core messages and other texts on this. This gives customers a substantive image of your brand and organization. The more that suits them, the more they will be prepared to take the next step.
