Successful businesses understand the importance of having to reinvent themselves from time to time. These efforts allow them to keep up with competition, market changes, technology, and customer demand.
As a leading digital marketing agency in Bangkok, Thailand, our team of experienced brand strategists understand how to stand out in a sea of established businesses. Here we present 3 key guidelines that can help your organization refresh its brand storytelling in 2022.
Make Your Customers the Hero
Every business represents an ongoing story. The products that you sell, and the way you interact with customers, together encompass the mission, vision, and core values of your brand, taking the form of a neatly packaged story in the minds of consumers. However, in today’s hectic media landscape, many other companies are telling competing stories – and it is up to you to tell a better one.
To help cut through the chatter, a tried and true method involves the hero’s journey. In this template, brands place the audience at the heart of the story, with the brand serving as the guide to help customers succeed in their journey. By catering to the needs and desires of their customers, brands earn respect and loyalty in the public eye.
Connect with Mainstream Culture
McDonald’s founder Ray Kroc once said, “We are not in the hamburger business. We are in show business.” McDonald’s is a prime example of a business that takes a pop-culture approach in its communications, using celebrity collaborations and endorsements to sell its products.
Your brand could take a similar approach, with marketing techniques ranging from celebrity tie-ins to product rebranding, new product introductions, and more. This method can reinvigorate a brand’s identity and highlight the products and services that made them appealing in the first place. Companies must also put a modern spin on their heritage and history, to connect with the values and desires of today’s customers.
As one of the leading digital marketing agencies in Bangkok, Lexicon understands the importance of keeping our finger on the pulse when it comes to pop culture. Our excellent team of brand strategists can reinvigorate your business with fresh, creative, and fun ideas to keep you relevant in today’s media landscape.
Get to Know Your Audience
Another key to success is to understand the wants and needs of your customers – even when they themselves don’t know what they are looking for. Businesses should begin building an actionable customer framework as soon as possible, to help translate quantitative customer data into qualitative insights that are equally understandable to product designers as they are to media buyers, creatives, and merchandisers.
In short, brands attempting a comeback in 2022 need to identify what makes their core customers tick. Research should focus on understanding their motivations, habits, key influences, core purchase points, and barriers to purchase. Once business leaders gain a better understanding of their consumers, catering to their wants and needs becomes far easier.
The road to a successful refresh isn’t always easy, but organizations that are able to modernize their brand story will reap lasting benefits. By staying in tune with their customer base, connecting with the mainstream culture, and keeping up with the ever-evolving needs and wants of consumers, brands can continue to find success in 2022 and beyond.