Developing the Intangibles of Your Brand: Building a Lasting Connection

In today’s competitive market, brands need more than just quality products and services to stand out.

The intangibles of a brand—those non-physical attributes that:

Evoke emotions
Build trust
And create a lasting impression

are essential for building a strong and enduring brand identity.

These intangibles include:

Brand personality
Emotional connection
Reputation
Brand narrative
And customer loyalty.

Here’s how you can develop and enhance these crucial aspects of your brand.

Table of Contents

1. Define Your Brand Personality

Brand personality is the set of human characteristics associated with a brand.

It’s how you want your brand to be perceived and how it resonates with your target audience.

To define your brand personality:

Identify Core Values: Determine the core values that your brand stands for. These could include innovation, reliability, sustainability, or customer-centricity. Your values should align with the beliefs and expectations of your target audience.
Create a Brand Voice: Develop a consistent tone and style of communication that reflects your brand’s personality. Whether it’s friendly and approachable or professional and authoritative, your brand voice should be uniform across all platforms and interactions.
Visual Identity: Your brand’s visual elements, such as logo, color scheme, and typography, should convey your brand personality. These visual cues help create a recognizable and memorable brand image.

2. Build an Emotional Connection

Emotional connections are powerful drivers of customer loyalty and advocacy.

They transform customers into passionate brand advocates.

To build an emotional connection:

Tell Your Story: Share the story behind your brand. Whether it’s your founding journey, the challenges you’ve overcome, or your mission and vision, a compelling story humanizes your brand and makes it relatable.
Customer-Centric Approach: Show that you genuinely care about your customers by actively paying attention to their needs. Personalize your interactions and provide exceptional customer service to make your customers feel valued.
Brand Experience: Create memorable experiences that evoke positive emotions. This could be through exceptional customer service, exclusive events, or personalized marketing campaigns. The goal is to make every touchpoint with your brand a delightful experience.

3. Cultivate a Strong Reputation

A strong reputation is built on trust and reliability.

It’s crucial for attracting new customers and retaining existing ones.

To cultivate a strong reputation:

Consistency: Ensure that your products and services consistently meet or exceed customer expectations. Consistency builds trust and reinforces your brand’s reliability.
Transparency: Be transparent in your business practices. Honesty about your processes, pricing, and any issues that arise fosters trust and credibility.
Show that you care: Show that your brand is committed to making a positive impact. Demonstrate that you care about more than just profits.

4. Brand Narrative: Crafting a Compelling Story

A well-crafted brand narrative stands as a cornerstone of your intangibles.

A brand narrative is more than just a story – it’s the cohesive thread that weaves together your brand’s history, values, mission, and vision into a compelling tale that resonates deeply with your audience.

To craft and leverage a powerful brand narrative, you must define:

Heritage and Origin: Where did your brand come from? The origin story of your brand can provide a foundation that speaks to tradition, authenticity, and expertise.
Values and Beliefs: What does your brand stand for? Clearly define the principles and beliefs that drive your brand. This creates a moral and ethical framework that can resonate with like-minded consumers.
Purpose and Mission: Why does your brand exist? Beyond making a profit, what greater good or purpose does your brand serve? A clear mission can inspire loyalty and advocacy among your audience.

A compelling brand narrative consists of several key elements that together create a rich and engaging story:

Characters: Every great story has characters. In your brand narrative, these might be the founders, the employees, or even the customers. Highlighting these characters humanizes your brand and makes it relatable.
Conflict: Conflict drives stories. For your brand, this could be the challenges you’ve overcome, the market gaps you’ve filled, or the adversities you’ve faced. This element adds drama and depth, showing resilience and determination.
Resolution: How does your brand resolve the conflict? This shows your problem-solving capabilities, innovation, and the value you bring to your customers’ lives.
Evolution: Narrate the journey of your brand’s growth and transformation. This not only shows progress but also demonstrates adaptability and forward-thinking.

Effectively communicating your brand narrative involves choosing the right channels and methods:

Visual Storytelling: Use imagery, videos, and design elements to convey your story. Visuals can be powerful in evoking emotions and making your narrative more memorable.
Content Marketing: Blog posts, social media updates, and newsletters are great platforms for sharing different facets of your narrative. Regularly update your audience with stories that align with your brand values and mission.
Customer Engagement: Encourage your customers to be a part of your story. User-generated content, testimonials, and social media interactions can amplify your narrative and add authenticity.

5. Foster Customer Loyalty

Customer loyalty is the result of a strong emotional connection and a positive brand reputation.

Loyal customers are more likely to make repeat purchases and recommend your brand to others.

To foster customer loyalty:

Loyalty Programs: Implement loyalty programs that reward repeat customers. These could include discounts, exclusive offers, or points systems that provide tangible benefits for continued patronage.
Customer Engagement: Regularly engage with your customers through social media, email newsletters, and other channels. Keep them informed about new products, promotions, and company updates.
Solicit Feedback: Actively seek and act on customer feedback. Show that you value their opinions and are willing to make changes to improve their experience.

6. Leverage Brand Advocacy

Brand advocates are loyal customers who voluntarily promote your brand.

They are invaluable assets for expanding your reach and credibility.

To leverage brand advocacy:

Encourage User-Generated Content: Invite your customers to share their experiences with your brand on social media. Feature their content on your platforms to show appreciation and build a sense of community.
Referral Programs: Implement referral programs that incentivize customers to refer friends and family. Offering rewards for successful referrals can significantly boost word-of-mouth marketing.
Engage Influencers: Partner with influencers who align with your brand values and have a genuine interest in your products. Influencers can amplify your brand message and reach a wider audience.

7. Innovate and Adapt

The market and consumer preferences are constantly evolving.

Brands that innovate and adapt are more likely to thrive.

To stay relevant:

Monitor Trends: Keep an eye on industry trends and consumer behavior. Stay informed about new technologies, market shifts, and emerging customer needs.
Continuous Improvement: Regularly assess and improve your products, services, and customer experience. Innovation should be a continuous process driven by feedback and market research.
Agility: Be agile in your approach. Quickly adapt to changes in the market and be willing to pivot your strategies when necessary.

8. Internal Branding

Your employees are your brand ambassadors.

They play a crucial role in delivering the brand experience to customers.

To strengthen internal branding:

Employee Training: Provide comprehensive training to ensure that all employees understand and embody your brand values and personality. They should be able to communicate the brand message effectively.
Company Culture: Foster a positive company culture that aligns with your brand values. A strong internal culture enhances employee satisfaction and loyalty, which translates into better customer interactions.
Recognition and Rewards: Recognize and reward employees who exemplify your brand values. This not only motivates them but also reinforces the importance of internal branding.