Creating a successful brand tone often resonates strongly with your audience. When building a brand tone, you may want to consider the following four aspects. Do the main values conveyed by this brand align with your personal values? How does it make the audience feel? What kind of expectations did you meet, etc.
1.What is brand tonality.
Philip Kotler, the father of modern marketing, defined a brand image as "a set of beliefs, ideas, and impressions that a person holds about a brand." Brand tonality is each person's perception of the brand's identity, purpose, and value of interacting with them.
The difficulty of building a brand tone boils down to the fact that you never have complete control over how each visitor or customer perceives your brand. This often varies from person to person, depending on their own personal beliefs, ideas, impressions, etc. But what we can try to do is to "implement a brand image strategy" so that the image of the business or product has the best chance of being presented in the way you want, and ultimately increase the chances of the company's success.
2.The importance of brand tonality.
Brand tonality is related to the success or failure of an enterprise, and it is often important in the following aspects:
1) Improve the recognition of the enterprise.
A truly strong brand is often instantly recognizable in a sea of people and can lead to years of profitability. For example, the well-known Chanel, Apple, BMW, Mercedes-Benz, etc., all of which have achieved the ultimate recognition of their own enterprises, which is familiar to people. Thinking of "You love me, I love you." It will immediately reflect that it is the theme song of Honey Snow Ice City. This is the brand tuning performance to improve the recognition of the enterprise.
2) Brands are more likely to be recommended.
A strong brand identity acts like the glue that binds consumers to businesses. Consumers are also often happy to tell others about the company's business, creating a strong ripple effect. Enterprises that do a good job in brand tonality are easy to become the first choice in the hearts of consumers and gain the upper hand in the process of competing products.
3) Ease the difficulty of selling and help increase revenue.
A good brand tone directly affects consumers' purchase decisions. People want to buy from companies they recognize, like, and trust to help a company grow in the long run.
3.How to improve brand tone?
Corporate brand tonality is the perception of the brand identity of the company's audience from marketing, advertising and communication. Therefore, brand tonality is the process of building the foundation of the brand strategy and sticking to it in all aspects of the brand. It can be worked on in the following ways:
1) Conduct a target audience analysis.
The creation of brand tonality basically needs to be carried out around the needs, interests, desires, preferences and expectations of consumers. Therefore, the market needs to be researched and segmented first.
2) Determine the value proposition of the brand.
In order to understand what customers need, we need to make an internal mission statement and define the brand as a whole, and the value proposition can be set around the following questions: What does the company provide for your customers? How and why do businesses do this? What makes a business different and better than its competitors?
3) The details present the brand tonality.
When building a brand, we must discover the differences of the company, create differences in the details, and realize the recognizability of the brand. We can show our brand attitude in the push layout, visual effect presentation, customer service reply and other small points. For example, three squirrels uniquely call consumers "masters" when replying to customer service, creating a kind of cute dialogue marketing.
At the same time, we need to find the aesthetic and personality elements that fit the brand, so as to create the best visual solution that can best attract customers. Let's say you have a dropshipping store that offers novelty sunglasses to millennials who love humor. You can create a relaxed or quirky brand designed to make your customers smile and show off their own quirky personality.
4) Strengthen the value of user participation.
A good brand promotion needs to be promoted by its fans and comments, such as Xiaohongshu's grass text, Blibili blogger sharing, Douyin good things recommendation, etc., in a way that the public is more willing to accept, so as to greatly drive the sales of products and the diversification of the brand tonality. In daily work, it is also necessary to regularly collect people's opinions on the product, and then make improvements based on suggestions and opinions.