If you were with us for Part 1 of this series, the term actionable brand is no longer new to you. And hopefully the previous 3 questions have you thinking about where to take action. But if you missed it, let’s do a quick review.
What Is An Actionable Brand?
An actionable brand expands on a company’s mission-built branding. It creates measurable activities and situations that deliver that mission back into the lives of the prospects in a way that is relevant to them and incents a desire to engage.
Is Your Brand Actionable?
Here are the last three of six overarching principles to an actionable brand. Any no’s to these questions will clue you into where your brand can take more action.
Can your brand utilize FOMO? (Fear Of Missing Out)
The Fear of Mission Out is hardwired into all of us. Your brand can capitalize on this by highlighting the exclusivity of what you offer.
Example: Many people didn’t even know what ALS was when the ALS Ice Bucket Challenge launched on Facebook. They most likely didn’t welcome the idea of pouring ice water over their heads either.
But the 24-hour call to act, coming from friends or family, prompted people to get it done. No one wanted to miss out on the fun. ALS attributes 100 million dollars in donations to the effort.
Does your audience see your brand in action?
Actions speak so much louder than words. Actionable brands are ready and willing to do what they say and are ready and willing to say what they’ve done.
Ensure your brand is telling your story through case studies, testimonials and/or belief points.
Example: Have you met the watchmaker Shinola? They sell watches but its story is a major part of their brand. They make 100% American made watches and they show you exactly how and why they do it.
Its actions to keep manufacturing in America speak just as loud as the quality of its products.
- Have you built your actionable brand on your brand’s heritage?
History adds brand richness to an actionable brand. It is proof of your brand’s authenticity and supports the brand’s commitment and ability to deliver on your brand promise. Actionable brands that leverage brand history strengthen their impact.
Example: Coca-Cola has been a part of America since 1892 and has always stayed true to the concept of sharing this beverage with a friend. Its active Share a Coke campaign takes that concept virtual.
Customers will spend time searching the Coke cooler for a name of someone they want to “share” their drink with. Then they will turn around and digitally share that over social media continuing with the history of brand.
Actionable branding is the most powerful initiative. Are you using it?