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Do you have an Actionable Brand? Part 2

Actionabe brand Phto 2

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.

  1. 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.

  2. 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.

  3. 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?

Do You Have An Actionable Brand? Part 1

Actionable brand Photo

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.

  1. 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.

  2. 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.

  3. 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.