Your Brand Value v Results
Copyright LocalLeadOptimiser.co.uk & Henry James 2023
Let's face it - competing for new business, and more leads has always been a competitive element of business and especially your business in the property transfer space. Businesses like yours face the challenge of aligning your brand values with your sales objectives. However, many businesses, just like yours do not have a "brand value", they don't have a "hook" to catch leads with. Businesses with a "Brand Value" strive to uphold their core principles and connect with customers who share those values. Without a "Brand" it is difficult to do that. The pursuit of sales results, usually driven from the top, often demands reaching a broader audience and therefore not necessarily an audience that actually shares your values. This dilemma raises the question: should businesses hold out for brand values, even if it potentially hampers sales? That is what we explore in this blog: the benefits of polarizing buyers versus adopting vanilla marketing messages that appeal to everyone and no one. It also assumes a business has a "brand" in the first place.
The Power of Brand Values: Brand values serve as the foundation of a company's identity and purpose. When a brand stands for something meaningful, it creates a deeper emotional connection with its target audience, Apple for example. By embodying specific values, companies can attract loyal customers who align with their vision and beliefs. These customers become advocates, spreading positive word-of-mouth and fostering long-term brand loyalty.
The Drawbacks of Vanilla Messaging: By "Vanilla" I mean "safe" marketing messages that probably appeal to a wider audience. However, by the definition of vanilla, it means, the messages lack any major impact on the audience. There is no differentiation. Yet being different is what catches the eye. Vanilla messages tend to be generic, diluted, and forgettable, as they try to please everyone. And in our ADHD era of information overload, such messages get lost in the noise, making it challenging for companies to stand out from their competitors. Vanilla messaging is often indicative of a lack of brand personality which, in turn, fails to inspire an emotional connection with consumers. And that means they do not buy.
Polarizing Buyers for Authenticity: When a company embraces its brand values unapologetically, it has the potential to polarize buyers. Take Andrew Tate as an example. Or look at Trump or Boris Johnson. By taking a stance on certain issues or expressing opinions, businesses can attract a dedicated following of like-minded customers who strongly resonate with their values. These customers become loyal brand advocates, providing authentic and organic support. Polarizing buyers can help a brand create a distinctive identity and differentiate itself from competitors in a crowded market.
Engaging a Passionate Community: Polarizing buyers also enables companies to build a passionate community around their brand. When individuals share common values, they form a sense of belonging and become more engaged with the brand's messaging and initiatives. This community creates a ripple effect by influencing others and expanding the brand's reach through social sharing and online conversations. The authenticity and passion within that community can act as a powerful marketing force, driving word-of-mouth recommendations and fostering brand growth.
The Role of Authenticity: Authenticity has always played a crucial role in gaining trust. Today's consumer landscape, however, is far more complex when "Authenticity" can be hijacked by the none-sayers, those that live in a world of alternative reality to the truth. But the key is to remain authentic and consistent. Customers are increasingly seeking brands that demonstrate transparency, real honesty, and a genuine commitment to their stated values. By staying true to their brand values, companies can build trust and maintain credibility, both of which are essential in establishing long-term relationships with their customers. In an age where consumers have access to vast amounts of information, it is crucial for companies to back up their brand promises with tangible actions. Whilst the number of "in-authentics" grows remain authentic to your audience.
The Balance Between Brand Values and Sales Results: Striking a balance between brand values and sales results is essential for sustained success. While embracing brand values may polarize some buyers, it is equally crucial to ensure that sales objectives are not compromised. The way around this is rather than seek a "middle ground" it is to segment your target audience and tailor specific messages to those segmented groups while staying true to your core brand values. This approach allows your business to engage both your loyal supporters and potential customers who may be open to discovering new perspectives.
Conclusion: In the battle between brand values and sales results, businesses must tread carefully to achieve a harmonious balance. While holding out for brand values can polarize buyers, it can also lead to the creation of a passionate community and foster long-term brand loyalty. Embracing authenticity, even if it means polarizing some, has the potential to make a lasting impact in today's crowded marketplace. By finding a strategic segmentation businesses like yours can effectively convey their brand values while still achieving their sales objectives. Ultimately, it is the delicate interplay between brand values and sales results that enables companies to thrive and connect with their target audience in a meaningful way. If you want to discover ways to do that for your business get in touch.
Until next time,
Henry James
===========================================
About the Author:
Henry James is an author, marketer, and consultant in the field of marketing systems for estate agents and those in the property sector i.e. he helps agencies like yours make more money!
