As consumers get swamped with various labels, it becomes harder for businesses to build a brand that will make them a cut above the rest. However, creating a brand also means investing big sums of money, which most startups cannot afford. This is where the Triangle of Impact, which came from agency Clear’s annual Brand Desire study, comes to your rescue. This method involves three elements – energy, substance, and connection.
Let’s Get Wise featured this process detailing how the three elements work together to bring your brand to success. “Energy” refers to the fresh ideas that you need to inject on your label, “Substance” refers to current trends that will reinforce your ideas, and “Connection” is how you make everything adaptable to consumers. To give our budding entrepreneurs an idea, here are 10 blog posts that featured the Triangle of Impact.
1. Brand and Market
Brand and Market released a blog post entitled Marketing with Tags: QR Code Generators,” wherein QR codes served as the “energy” employed in brand building. For substance, the article stressed the importance of smartphones to scan codes by taking a photo. To bring it to a larger audience, businesses are encouraged to utilize their business QR code in their company giveaways such as tumblers, bags, etc.
2. Bloomberg Marketing
To bring more success to your social media marketing venture, Bloomberg Marketing said there’s a need to mix “brand experience” with “human experience.” It cited Zappos as an example, a shoe brand known for their exemplary brand equation. For substance, the label used their own employees to connect with customers by giving them advice about the right shoes for them. What they presented is a way of building a people-to-people relationship, instead of a brand-to-people connection that often fails.
3. iMedia Connection
Product personalization is a deal breaker in brand promotion. iMedia Connection’s blog post on July 2013 narrated the story of food production company Lay’s. Complimenting their marketing strategy is a contest requiring their avid consumers to tell on their company Facebook page about their favorite flavor/s. This contest revealed that their Cheesy Garlic Bread flavor was favored by over 3.8 million people.
4. Media Clip
Marie-Eve of Media Clip discussed the effectiveness of customer data in improving the shopping experience. It’s a prime example of an effective “energy,” mirroring what business branding is all about – satisfaction. The article explores necessary factors such as exploring conversion rates, timing, and product verification. Combined, it will serve as your “connection” to tweak your services and alter your products to drive consumer satisfaction.
5. Brand Bucket
Brand Bucket discussed your website as the main source of energy, driving more income and revenue. Author Caitlin Randolph suggested that it must be reinforced with other aspects such as finding the right color palette, logo, interface, and content. Working together, it produces a positive user experience from the consumer perspective, thus driving more traffic.
6. Small Business Branding
Who knew that an age-old tactic such as press releases would still turn out to be a good branding strategy? Small Business Branding talks about this, wherein old PR content are being reused online as blog posts, emails, and social media entries, to garner continuously garner more followers online.
brandUNIQ’s article entitled “The Key Ingredients of True Brand Loyalty” stresses the importance of trust as the main ingredient of brand loyalty. But, building a well-trusted brand isn’t done overnight, as you have to resort to newer techniques such as gamification of business, apart from reward points and loyalty programs. Working together, they help you create a great product, stay relevant, and provide support – three personalities that draw consumers to a brand.
8. 602 Communications
602 Communications examined how global brand Nike used heroism to drive emotional branding. But, to add a devious twist, the company reinforces the idea of heroism with its customers by turning them into both the hero and the villain. Nike inspires customer loyalty by allowing them to focus on one internal foe – laziness. “Nike brand strategy takes the emotional story of the Hero and turns it inward,” the article said.
9. Search Engine Journal
Zac Johnson of Search Engine Journal looks at the prowess of blog commenting as a booster in brand marketing. While it increases site traffic, Johnson said that comments using shortcut methods are “hurting” your brand. Commenting on blogs must be reinforced with strict guidelines so you can expect quality feedback and get rid of spammy remarks.
“What will branding look like in 2014?” asked Marian Salzman in her Forbes blog post. She said that it all come down to stories, but it will only be as engaging as the techniques used to narrate them. To shape these stories, Salzman said that the narratives must undergo experimentation through hacking, which she said “is the height of cool, a brand attribute that’s very much in demand.”
While the nuances of the Triangle of Impact require your creativity, it’s important to keep everything simple and easy on the eyes. After all, simplicity is one branding technique that never gets old. Make sure to always carry your brand proudly, may it be on your T-shirts or cups.