Well, it could be a lot of things. But one biggie that we often see is that a brand’s emotional benefits are not clear and direct. There are too many mental steps between what’s being promised and how it makes people feel.
Why Is Your Brand Is Falling Flat?
Check out this #tellthetruths video to see what we think. Then tell us what you think!
This video originally appeared in LinkedIn
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TRANSCRIPT:
Hey, it’s Rebeca with BrandTrue. And if your brand is falling flat, if it’s failing to connect with people, I think a really common problem in that case is just a lack of clarity around an emotional benefit, an emotional promise. So a lot of times we think that we’re promising something, like quality that’s going to allow a consumer to feel, I don’t know what, reassured or safe. That’s like a lot of steps.
If you can get something that’s like right between the eyes, really clear, really emotional, that’s just going to be more powerful. And, of course, it’s easy to pick just, you know, amazing iconic brands. But yeah, there’s some really great examples that when I say the emotion, you get it. Like Nike, what’s the emotion? It’s inspiration is what you feel. And with that inspiration, you strive to be your best, right? Like, it’s pretty simple and it’s also pretty distinct.
So it’s not the easiest thing in the world to do, I accept that, I admit that, but I still think it’s a really great exercise to go through. A really powerful question to ask yourself, hey, what is it that we’re promising? And how many steps are we taking in our own minds? Do we really expect consumers to take all those steps too? What can we do that’ll hit ’em between the eyes? That’s what I think, lemme know what you think.
