Columnist

The value of maximising your brand's potential

A brand’s potential so often resides in the intangible that some may say it’s brand magic!

So much more than just a logo, tagline or product features, it’s about the story you tell, the values you embody and the experience you offer. It’s how you make people feel!

In today’s competitive market, and with the rise in popularity of brand marketing, businesses are consistently seeking ways to stand out from the crowd. 

They don’t want to turn up to the party and mingle – they want to be remembered.

And not just for what they have to say, but for everything they offer and stand for: the intangible, the connection, how they make people feel.

And one of the most important tools a company can leverage is its brand magic, the ‘secret sauce’ that cuts through the noise, creates authenticity and gives a brand authority and edge.   

When a business does branding well, it taps into something that goes way beyond mere transactions. 

It creates a sense of belonging and trust, turning your customers into your biggest advocates and cheerleaders.

Finding your brand magic 

Key factors to finding your brand magic include:

·      Understanding your audience – know what they care about and talk their language 

·      Telling a story that moves people

·      Getting to the heart of it… understand your core values, purpose and what you stand for

·      Identifying your USPs and what makes you different 

·      Studying the market… how do you differentiate from competitors?

·      Finding your brand voice and aligning this consistently across all your marketing, content and social media activity

Staying ahead 

Consumers are becoming increasingly more savvy and discerning than ever, with so much choice available at the click of a button.

So, it’s never been more important to differentiate.

Suitable nuances in your marketing are often the difference between a ‘yes please’ or a ‘no thanks’, or the reason a person chooses one brand over another.  

Why does one person pick Nike over Adidas?  Why do they choose iPhone over Samsung? 

They each have points of differentiation they play up in their marketing and messaging to influence consumers into making a choice, which sometimes happens so subconsciously we aren’t aware of it.

More than just wands and wizardry, as Jonah Sachs wisely put it, your brand’s magic “is a story unfolding across all customer touchpoints”.

But that magic isn’t static – it’s a continuous journey with different chapters, one that demands consistent effort, introspection and a commitment to evolve and innovate as your business grows. 

Are you ready to discover your brand magic? 

Sarah McCrady and Nina Walton are co-founders of unique brand transformation programme Transform

www.transformingbrands.co.uk

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