As our industry has continued to grow and mainstream, the consumer experience has similarly evolved. Once a matter of engaging and selling to the early adopters with a very much aligned values set and buying motivators, then growing into additional channels and demographics. Today we are rapidly (and thankfully) reaching broader audiences, younger generations, leveraging innovative channels and distribution opportunities, navigating the immediacy of ecommerce and digital marketing, and aligning with much more diverse values structures and consumer behavior framework.
Now it is imperative to have a deeply aligned value chain and build brands with the elasticity to be relevant to much more diverse audiences simultaneously. Understanding how to communicate your brand’s core values, value proposition, benefits and authenticity in a way that is relevant to broader audiences and deeply resonates is even more vital.
At Christie & Co for the last 26 years, our proprietary consumer research has continued to highlight that American consumers love to buy from people. They are moved by the stories at the hearts of brands – the people behind them and their purpose for existence. They want to see that personal touch carried through the value chain. They want it personal. They want to matter. Their sense of identity has increasingly been intertwined with their purchasing power and the brands with which they align – and love. Cultivating that emotional connection and loyalty is more critical than ever in a sea of choices facing every single consumer. Especially when it becomes a representation of their own sense of identity.
Brand loyalty is elevated when it is rooted in a deep understanding of your target audience and enhanced through collaboration across the value chain. Whenever a founder creates, there’s a story to be told. Doing it in a way that truly resonates with the target audiences is absolutely vital. Authenticity resounds when the brand architecture aligns with a clear understanding of the consumer. Their desires. Their motivations. Their behavior. This needs to be understood throughout the value chain as brands are built, products are created, distributed, and sold…and companies are scaled. Every touch point should be aligned to maximize impact and brand equity.
TOP TIPS FOR STAYING RELEVANT
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- Understand your target audience. Talk to them. Get to know what they need and want from you and your brand.
- Never assume. Do not assume that your target audiences’ want from you what you think they want. You may miss key opportunities because you assume that your target consumers have a deeper understanding of your category, product attributes or benefits.
- Build your brand for relevance, authentic connection and meaningful engagement. Align your enhanced understanding of what your consumers want with your core values in a way that is relevant to them and resonates. Keep it real. That is the ultimate disruption – to become part of their hearts and lives because you understand and respect them.
- Don’t fear vulnerability. Be open with your target audiences about your “why” and your journey. In a sea of commoditized products, keeping it real and authentic truly stands out. If you are working through your sustainability journey, share that with your customers in a meaningful way. They then become part of the journey with you as you continue to evolve, build and improve.
- Observe, engage and listen. Check in with your current and potential customers. Get their feedback and input on product development, innovation and line extensions. So often engagement and loyalty are deepened when your customers feel like they are part of your growth.
- Adapt. Know that consumer behavior, industry trends and desires can change – sometimes quickly. Pay attention. Be prepared to adapt and evolve to continue to stay relevant and build market share, mind share, and heart share to cultivate true brand love.
- Have fun. Your customers (current and future) want to be part of the party. Make it inclusive. Make them feel loved, celebrated and special. Ensure your brand journey reflects your ethos and core personality.
A great example is the work we did leading the brand evolution of Soy Delicious to So Delicious – ensuring relevance to a broader audiences as they expanded beyond the natural channel into mass while still retaining their loyal consumer base in natural, simultaneously enabling them to expand beyond soy to many other plant-based milks to support their growth and differentiation. We are always here for you and would love to discuss how we can help you stay relevant.