Although the term might be new to you, its concept and power isn’t. With today’s technology and tools, brands and consumers can engage instantly. And now more than ever brands need to adapt to these engagement possibilities.
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?
There are six overarching principles of an actionable brand. Let’s start with these three questions (three more coming in Part 2) and if you answer no to any of these, it may be time to take some action.
Is your brand relevant to the attitudes and preferences of your core target?
Does the target read your content, listen to your podcast or see your ad and say, “I was just thinking about that?” As they connect the dots to solve their problem your brand becomes a part of their solution.
Example: The conversation was getting crowded when it came to Millennials and men’s body wash and Old Spice was being left out of the discussion. That discussion was for their fathers.
Old Spice didn’t change its product, it evolved the way it spoke to Millennials with a relatable spokesman addressing how to smell like a man. They took it further with a social media response campaign and actively engaged the next generation of men.
Has your brand made an authentic connection with your target?
Authenticity builds trust and trust turns into action. Be real and your target will know it and will gravitate toward it.
Example: Domino’s Pizza tore down all its walls in 2008 when they realized its pizza just wasn’t delivering. It brought its CEO to the forefront of its marketing and announced a complete turnaround that was going to include the opinion of their consumers. It admitted its faults and showed how it would move forward.
Does your brand have emotional relevance to your audience?
You need to know your audience if you want your brand to tap into their emotional needs. What are their dreams and desires? What keeps them up at night? How can your brand fulfill those needs every time?
There are all sorts of emotions that can be associated with brands, excitement, loyalty, nostalgia. Does your target experience it when it engages with your brand? Actionable brands tap into the consumer with a deep emotional tie. And emotional ties lead to loyalty.
Example: Illness brings on vulnerability like nothing else. The Susan G. Komen foundation unites women and their families who have been touched by breast cancer. It addresses the hardship and loss these women face along with the strength and hope they illustrate. The pink ribbon campaign encompasses all those emotions and makes it easy to join the movement without even having to say a word.
Let those three questions and principles sink in a bit. Next week we’ll release three more questions in Part 2 to help get your brand in action.