Being Meaningful Is Good for Business
We’ve previously covered that it’s important for a brand to stand for something other than a profit motive. And here’s another statistic to back that up: 77 percent of consumers buy from brands who share the same values as they do (HavasGroup, 2019). The purpose of a brand is to make it easier for customers to make decisions. And to build a brand strategy, it’s important to understand your target audience. Understanding what is meaningful for them is the first step towards forming a meaningful brand.
You may be wondering, what makes a brand meaningful? A meaningful brand is defined by its overall impact. This includes the impact they have on their direct customers, as well as the surroundings. The relationship between a brand and its audience has changed rapidly over the years. It’s no longer enough for a brand to care solely about their customers. In fact, brands need to also address what their customers care about. Customers want brands to be genuine and care about purposes that are broader than just products or services.
Businesses need to work on humanizing their brands, by speaking in the way that would most appeal to their audience. A great place to start would be for brands to represent their company and values clearly to their audience. Maintaining a consistent brand image and messaging is important for customers to understand what the business stands for.