The conversation starts by Jason mentioning a potential client and the proposal that is being written for them. Jason also takes the time to talk about Klaviyo and how it has helped him overcome some issues with clients this past week.
Kevin bring ups a book he has been reading by the title of “Start With Why” by Simon Sinek. Kevin highly recommends the book and expands on the topic of Brand Identity covered in the piece. Jason expands on how it is necessary for consumers to get familiar with a brand enough to trust you to make a purchase. A lot of advertisements are not necessarily about focusing on forcing a sale, but instead to increase awareness of the brand and its familiarity.
Jason explains the concept discussed by Simon Sinek of “Knowing Your Why” and how many customers purchase products from brands whose “Why” aligns with theirs. One company that does this particularly well is Apple in the way which they sell their overall lifestyle image over a specific product. Kevin, Paul, and Jason chime in to give other real-life examples where this concept is observable.
A connection is then made to how this can be applied to online advertising and creating your website. The little details in designs can send different subliminal messages to your consumers that create a particular brand identity, emotion, and mood. Once clear example of this is the type of advertising used in Apple campaigns along with the subliminal messages included in their commercials.
The guys look into all the ways Apple builds their Brand Identity and the way it built their loyalty to the brand. Even though competitor products may be superior, we still chose Apple’s products due to their convenience, image, and ideology associated with them.
Kevin also mentions how the same concept applies to our marketing agency and the proposal we are building for our client. He also bring up how this was applied to a scenario for a past client as well.
In conclusion, it is important to understand the concept of Brand Identity. Building a connection with your consumers is more than simply putting your product and brand in front of them. It is important to understand your customers’ “why” and to align your brand image to cater to it. A lot of the times, you are selling the overall experience of your brand and not just a product.
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