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How to Make Your Brand More Exciting

By: Robert Johnston

It’s too bad that not everyone gets as excited about your product or company as you do. Unfortunately, not all businesses are sexy or have sexy products. These businesses might not be exciting, but they are needed. Because most boring products are needs instead of wants, it can be hard to create an exciting product description in your brochure printing copy or Web site.

But you can be as exciting as Apple, Sony and Victoria’s Secret. Although it may seem impossible to make things like facial tissue and accounting exciting, it can happen! Instead of relying on features and statistics like usual, try to make your product more compelling and exciting with the following tips.

Use Emotional Experiences to Connect
Facial tissue maker Kimberly-Clark made a great campaign for one of their most boring (and sometimes disgusting) products – Kleenex. Really, how can something that catches people’s bodily fluids be endearing?

Consumers tend to buy whatever tissue is on sale – it’s all the same, right? All that can be said about the product is that it’s softer or cheaper than the other brands. But Kimberley-Clark took it a step further to use emotion in its commercials for Kleenex. The campaign used emotional experiences that are related to tissues – wiping away tears of joy or sadness – to create an emotional experience for viewers. By using emotional association, Kleenex was made exciting, or at least interesting.

People do make purchases by rational decision-making processes, but many impulse purchases are stemmed by emotion, not rationality.

Use People to Sell Your Product
People connect with other people, so why not use people using your product rather than just your product alone to make a connection with your audience?

By using testimonials in your brochures or having a person demonstrate your product on a television commercial, you’ll create a greater chance of connecting with your audience.

Tell a Story
Your company’s history or triumph over a hard time can be an interesting way to get people’s attention. Whatever story you decide to tell, make sure it is told in a way your audience can understand. Talking about WWII troubles and dealing with rations won’t work for a young audience that didn’t live through WWII. Your story needs to trigger memories of a similar story to your audience that makes them feel a connection with you.

Create a Coherent and Authentic Brand Personality
Your brand is your company’s personality. How do you want your company’s personality to be perceived? Your brand should be distinctive from competitors while at the same time not alienate any of your customers.

Whatever personality you decide on, make sure it is apparent in all of your marketing materials, from brochures to posters to billboards. Your Web site and staff should also reflect your brand’s personality; if they don’t there will be a disconnect with your customers and they won’t know what to believe about you and they’ll choose another brand.

Article Source: http://www.cursebustersound.com/article

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