YOUR COMMUNITY BRAND – Fulfilling Customers Wishes

Is your community brand more than a logo in my face?

Come play, shop, work and live is the calling card of every community.  Many make this their logo and seek to brand this “come-on” in the conscious and subconscious mind of everyone.

However, it doesn’t work according to most marketing gurus! 

According to studies sponsored by Martin Lindstrom a global marketing expert and author of Brand Sense and Buy • ology, his scientific researchers found, with 99% scientific accuracy, a logo is not the end-all of advertising. “The logo which most people accept as being most important and powerful in advertising was infact the least important”.  They found the more the logo is presented the more the human brain glosses over the message until it become unmemorable.

But almost every community, I have worked with over the past 40 years has asked “how do we create a distinctive and memorable brand that’s stays in the mind of the folks that we want to come and visit our community.”

Maybe a better question for the community to ask is what do our customers want and how do we fulfill their wishes?

Lindstrom’s research shows that the human brain spends only a half second scanning ad content in print or electronic media. His research also shows the brain takes 2.5 seconds to make a purchase decision.

Branding, according to Lindstrom, works on personal emotions…”fulfilling the customers wishes…the way our brains encodes things of value… a brand that engages us emotionally will be remembered and win our attention every time.”

If correct, a community advertising campaign must grab the reader’s attention in one-half second and offer them something that captures their attention allowing their brain 2.5 seconds to make a purchase decision.

With this in mind, here are ten questions that every community should ask themselves when forming their community marketing strategy:

RELEVANCE – FULFILLING CUSTOMER EMOTIONAL EXPECTATIONS

1. What is the product or personal experience that our community is offering?

2. Is this what the customer wants or is it what we think the customer wants?

MEMORABLE DISTINCTIVENESS – OUR COMMUNITY’S UNIQUENESS

3. Is product or experience offering unique and different compared to our competition?

4. Do our customers know and recognize the product or experience is unique?

BELIEVABILITY – CREDIBLE AND TRUTHFUL MESSAGING

5. Is what we offer truthful – do we factually present our offerings?

6. Do our customers agree they can obtain what we offer?

EMOTIONAL BENEFIT COMMUNICATION

7. Do our products and experiences offer an individual personal emotional benefit?

FEASIBILITY – MESSAGE AND DELIVERY

8. Do we need to change the product and personal experience we offer the customer?

9. Do we need to change the way the customer perceives the product or experience we offer?

SUSTAINABILITY – LONG-TERM STRATEGY COMMITMENT

10. Are we ready to commit time and money to a “long-term” strategy of customer wish-fulfillment?

CONCLUSION

There is no doubt the human brain is a complicated instrument that can summarize and process incredible amounts of information sorting out facts, stimulating emotions and creating memories and then processing them into a rapid, spontaneous and unconscious purchase decision.

A community brand has to carefully fulfill personal emotional desires and needs for success. 

This is accomplished when the community’s products and experiences is something more than a “logo in your face” but something that triggers an emotion response, which becomes memorable fulfilling an individual’s specific wish or need.

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