Liquid Creativity

Articles

Energising your product

Branding is all about remaining relevant to your audience and continually making sure you connect with your consumer. Has your product become just a commodity? Is it time to re-evaluate and reinvigorate the vision around your brand?

Consumer desires and expectations are always changing and companies need to continually assess whether their audience have made a shift in their thinking. Your brand needs to adapt
to change before it loses relevance and appeal. Remember, it’s easier to maintain consumer engagement rather than reconnecting when customer loyalty starts to decline.

How to create value for the consumer

Start to create new thinking around how to offer a simpler, better performing product. How can your product solve a problem for consumers or create a way to make their life easier? Innovative ideas that offer this sort of promise will create excitement and buzz around your brand.


To create excitement and energy around a product it must:

Create – new thinking around the product design and capabilities
Entertain – with buzz and energy around the launch (or relaunch) of a product
Engage – with your audience on an emotive level. What motivates and excites them and how can they engage with your product? How can your product help them? For example an art supply shop will try to connect to the consumer’s creativity.
Add convenience – through additional services like repairs or online easily accessible advice. Ikea for example, set up a service to assemble furniture at the customer’s home, saving time and frustration for the consumer.


Stonyfield Farm yoghurt has followed these simple guidelines and today successfully engages consumers with their message “We’re committed to healthy food, healthy people, a healthy planet, and healthy business”. They deliver on these ideals with passion and conviction, which has built a committed following.
 

Return