The Now Gen

Brands

Brands

Customer Experience: Is All About Relationships

Most businesses know about customer experience (CX) strategies. They know they should be doing something but don’t know what. They might have an annual CX strategy meeting to discuss how their brand could improve CX. But, unfortunately, there’s often little follow-through.

In reality, improving customer experience is not about creating a strategy or developing a list of actions to enhance mentioned experiences. Instead, it’s about creating an organizational culture where everyone in the company understands why customers are important and how we can cultivate relationships with them in every interaction.

You must remember that customer experience, or CX, according to Econsultancy, is the sum of all customer interactions with a brand. In other words, the relationship between a company and its customers. Leader CX brands keep their customer at the center of everything they do.

We live in a new digital age, and the NOW generation expects instant gratification and a great customer experience. Today’s consumers are looking for brands to connect with through various channels, is your brand searching for this connection?

Brands have focused on attracting mass traffic to their virtual storefront. In this technologically advanced era, there is nothing wrong with creating a great digital experience for your customers, but having a good relationship with them is also essential for your brand. 

You may have some customers who love your company. Do you have a relationship with them? For a connection to be successful, both parties must be willing and able to work on building the bond.

According to QualtricsXM, customer experience isn’t something you can control entirely from your end because customer interactions define their experience. Then, we can optimize the parts of CX that we can handle by understanding your audience and their needs, values, and behaviors. 

To create experiences that build relationships and inspire loyalty, companies must listen to and engage with their customers throughout the journey. The first step is listening to customers, not just at the beginning of their experience but throughout it. 

In our last blog we mentioned: “When you have a consumer relationship, they’re more likely to stay with your brand and recommend it to others.” This is because connecting with them will make them feel part of your brand’s community and hence be loyal to your products/services.

Listening to your customers will make a difference in your brand’s growth because it will help you reach your audience better. Plus, listening to and taking customer feedback into account helps brands improve.

As HubSpot’s article: “What is Customer Experience?” mentions, the more contact with your customers, the more you will be able to give them an exceptional customer experience. 

Another critical step is to remain consistent throughout channels. People like to connect with others through different media for different reasons. So, continue listening to your consumers and reach them through their preferred channels. This will make your brand go from being intrusive or annoying to meeting the customer where they feel most comfortable. 

Customer experience goes beyond strategies, digital expertise, and customer service. Relationships with your customers will open a broader way to connect with them and could potentially transform your brand’s CX.

This series of actions have been gaining momentum in recent years, but there are still so many things companies can do to improve how they interact with their customers. If there’s one thing we know for sure, it’s that when companies get better at creating incredible experiences for their customers, they tend to see better results than their competitors who don’t focus on these areas as much or at all!

Brands

Advantages of Consumer Relationships

The relationship with your customers is a topic that’s been getting more attention in recent years, and for good reason. Developing strong customer relationships can lead to increased customer loyalty, better customer engagement rates, and higher sales numbers. This article will explore some of the most important benefits of consumer relationships and how they can help your business grow by improving your relationship with customers.

Having a relationship with your consumers is the best way to grow a community for your brand. This is something that the NOW Generation values. Having a community where consumers can interact with each other and brand ambassadors or representatives. The benefits for customers of developing relationships with brands include customer loyalty, better customer service, and positive word-of-mouth promotion. Plus getting to know your segment on a deeper level.  

As a business owner, you know that customer service is crucial to your success. It’s important for you and your team members to be able to provide the best possible service in order for consumers to want to do business with you again. With customer relationship management (CRM), however, it’s easier than ever before for customers and businesses alike to interact with each other in ways that were never possible before.

According to Forbes, CRM’s core function is to collect data that helps businesses understand and communicate with customers. This basic management tool can open pathways to having great relationships with your consumers, and learning about them and how they connect with your brand. Besides increasing business profits. 

It’s important to consider the benefits of CRM in terms of a company’s bottom line. The most obvious benefit is increased brand loyalty, which in turn leads to more positive word-of-mouth promotion and brand awareness. Some companies estimate that customer retention rates can increase by 25% when they implement a CRM strategy.

In addition, having an extended relationship with customers can help you better understand their needs and wants as well as their preferences for products and services, allowing you to better cater to them in the future. When you have a consumer relationship, they’re more likely to stay with your brand and recommend it to others. This is because they feel like they’re part of a community that shares the same values as them. 

According to a recent study on customer expectations, 79% of consumers consider personalized service more important than marketing. Consumers want to be known and treated like so. Especially if we look at minority groups we can find that a feeling of belonging allows consumers to become loyal to a brand. 

When consumers are loyal to a brand, they can make it easier for you by buying from you again in the future. They’ll also be more willing to refer your product or service to others who may need what you have.

Engagement is a two-way street. Customers need to feel like they are being heard, and businesses need to make sure that their customers feel valued. When customers know they’re being listened to, they are more likely to make repeat purchases and recommend the brand. 

In addition to this effect on sales and loyalty-building efforts, engaging with your customer base also has other benefits such as increased employee engagement (for example by sharing positive feedback).

The bottom line is that customer relationships are beneficial to both customers and businesses. Businesses can improve their marketing and sales efforts by engaging with their customers, while customers will receive better service and personalized offers in return.

Blog

This is Why Brands are Using NFTs

By now, the amount of talk about non-fungible tokens (NFTs) has reached almost everyone on the internet. There are some things to note about NFTs; today, we will cover some of the things that make them relevant.

Let’s begin by mentioning that NFTs are invaluable; however, at the same time can be purchased and sold. They are unique like diamonds in that no two NFTs, or diamonds, are exactly alike. This is what makes them desirable: uniqueness and scarcity.

A big plus of NFTs is their transparency. Not only are they transparent because they are literally digital, but there are traceable. No matter how many times whoever purchases it, the original owner will be able to track it because of their smart contracts.

An article by The Art Newspaper stated that these smart contracts in NFTs ensure their uniqueness and that the digital assets remain undivided and non-replicable.

It wasn’t long until relevant brands started to use NFTs, which is simple: this is the future they are creating. We are currently moving from an experimental to a more mainstream approach.

According to an article from Zeno Fine Art, “2021 became the year of the NFT, and there was a huge explosion and surge in NFT supply and demand.” This journey began in 2012 with the creation of the first tokens, and big brands started to get involved in the last couple of years.

So, what can we expect from NFTs in the future? First of all, they are here to stay. As we mentioned in our last blog about the Metaverse, they are the future of the internet experience as we know it. 

And this is because the NOW Generation is involved in real and digital experiences. NFTs play a big part in this because they allow consumers to purchase a digital representation of an original asset. In other words, they can represent art, audio, video, virtual real estate, virtual worlds, fashion, and so much more, making NFTs important to brands.

Consumers worldwide seek the best experiences, from instant gratification to exciting assets. NFTs are a great way to give consumers a unique experience that will put your brand ahead of the competition. Also, brands must stick to NFTs that are akin to them. 

Using NFTs to increase brand awareness needs to be specifically curated for the consumer community of the brand. This means that to continue to bring awareness, brands need to know how their fans perceive them and use NFTs to grow this recognition. 

As Web3 settles in, the interaction between consumers and brands will shift. NFTs are essential to maintain and improve these relationships. This innovative aspect of the virtual world can open opportunities to connect with consumers. It is not just about digital items, a digital community for a brand’s biggest fans. 

NFTs are relevant to the NOW Gen. Thus, brands will continue incorporating them into their digital marketing strategies. They are a new connection bridge between high-value customers and the brand products and services.

The expectations for the NFTs are still developing. We can’t be a hundred percent sure of what the future holds for these virtual tokens. However, how we virtually connect is changing, and brands must stand on the leading edge of these trends to remain relevant. 

Is your brand looking into the future of NFTs? What is your strategy to be part of this trend? 

Brands

Metaverse: The Future is NOW!

There’s a lot of buzz about the Metaverse. But, what really is this new cyberspace, and how far are we from fully joining it? The term “metaverse” was first mentioned in 1992 by Neal Stephenson in his novel Snow Crash; it referred to a three-dimensional virtual world where people interacted with computer-generated avatars. Sounds familiar? 

According to an article from Wired, the word metaverse can be used interchangeably with “cyberspace.” Because just like Stephenson described it 30 years ago, the metaverse will be a different way to experience the cyberspace we currently surf. 

Today, the metaverse is somewhat accessible to us through videogames like Fortnite or Roblox, on which you can participate in group activities, like missions that are part of the game or even concerts in these virtual worlds. However, the future metaverse will house ways to work, shop, play, and any other activity you could think of.

First, we need to understand that the metaverse is not only one thing or place that will come, but rather a mixture of many different ways to experience the future of cyberspace. This so-called 3-D web seamlessly sets in with various prominent companies putting their brands and money on it. The fast pace of these investments means that great things are coming. 

We must also remember that these kinds of shifts, in the way we experience life, happen every few decades. And with change comes the opportunity to enhance these new experiences.

For example, in the previous decade, we could never imagine using the internet for more than just finding information or communicating with coworkers via e-mail. Now we have a constant flow of content beyond simple texts or e-mails. We have applications full of video content, graphics, video calls, and much more that we can experience on the internet.

Online spaces are a complement to our lives. We share our life experiences on social media, interact with others, and consume creative content online. Although we didn’t believe this would be possible, we can instantly connect with many other people through the internet, and it has become an integral part of life and communication.

Matthew Ball, the author of The Metaverse: And How It Will Revolutionize Everything, forecasts that the evolution of the virtual trend will move from being a depiction of our lives into a place where we’ll exist. This means that besides everything we can currently do online, we will be able to be present in this new cyberspace simultaneously. 

Although it will still take some time for the Metaverse to be fully adopted, leading brands are already taking steps toward marketing in this new space. As mentioned above, the metaverse will bring change to more than one aspect of life, including marketing and how marketers target their audiences. 

According to a McKinsey article on the metaverse, now is the time to open our minds to test and learn. The best way to adapt to new experiences is by learning, and when something is so brand new, there isn’t much more than trial and error to understand what works for your brand. 

The NOW Gen is looking at the metaverse as today’s top-notch innovation. Consumers are eager to find and experience brands’ innovation in the metaverse. As marketers, we must aim to deliver innovative consumer experiences for the metaverse, the direction is marked, and the limits are expanding more and more each day.

Brands need instant gratification and cutting-edge experiences for consumers. Our duty as professional marketers is to stay at the forefront of innovation, and the metaverse is just the beginning of a myriad of brand growth and innovative opportunities.

Blog

Beating Stereotypes: Diversity and Inclusion for the NOW Gen

There is a lot of talk about diversity, equity, and inclusion going on globally. This isn’t about fitting the global trend to our companies but joining the NOW generation in this matter. 

In previous blog posts, we have addressed this global issue, and it continues to be an essential topic for the NOW generation. NOW Gen brands are in the middle of this conversation and are focusing on making a real change.

NOW Gen brands have a unique opportunity to change history with respect to diversity, equity, inclusion, systemic discrimination and racism, just like they are changing history by moving us into the digital age, but without DEI transformation, digital transformation won’t be any transformation at all.” 

In a recent SXSW panel titled “Beyond Black Stereotypes: Redefining Black Fatherhood,” Kendricks Thacker shared some insights about what needs to be done to incorporate better DEI practices. He said that brands couldn’t just start talking when convenient, especially when they wade into topics they never previously championed. 

“Don’t say nothing, if you haven’t said anything before,” Thacker said. “In those cases, the best a brand can do is listen, and donate their platforms to voices that understand the issues.” 

As Thacker mentioned in this panel, to overcome the stereotypes of adapting DEI practices incorrectly, we must first learn to listen to those in the middle of the issue and understand their movements. We must not act before we think because DEI is not a vane issue and its impact on our society goes beyond participating as a brand or not.

With change comes trial and error; it will be utopic to believe that just making one change will forever change the global conversation. However, making this kind of amendment will often make us face errors. For example, DE&I has been one of the main focuses for many global companies for a while now. And although inclusion is vital to this global change, the mistake we are making is stereotyping that inclusivity. So from being stereotypical in the ways we present our DEI to making inclusion a stereotype. 

In the case of DEI, stereotypes are fogging our judgment and blinding our inclusion. We are so used to boxing people according to their race, gender, religion, and even their jobs that we see individuals as groups of people. Stereotypes have been known to humans for a long time now, and much work has been done to eradicate them in society, but the truth is that stereotyping is more natural to our minds than we can imagine. We could blame heuristics for this, but the truth is we can all do better. 

Heuristics, where stereotyping begins, are useful mental shortcuts that help us navigate life. These rule-of-thumb strategies help us shorten decision-making time and allow us to function without constantly wondering what needs to happen next. Overall, heuristics is a fantastic tool called “common sense,” but the downside is that it can lead to inaccurate judgments or biases, like stereotypes.

Theoretically, we should replace stereotypes with actual knowledge. Realistically, stereotypes are seldom challenged unless something creates a reason to change them. But this current DEI issue is a practical reason to make an effort to break from assumptions and demolish stereotypes. As Now gen brands encounter these roadblocks, they must stick to their DEI efforts and strive to make changes happen. 

“The past year has shed light on what many people already knew: Much of the onus (obligations) of diversity, equity and inclusion was on the appointed DE&I leader, who historically often worked in isolation to carry out these objectives.”

In short, as companies, we must find ways to set objectives to beat stereotypes and be more inclusive. Still, we must learn to hear those affected by the situation and work together to impact how they are perceived in society positively. In the eyes of The NOW Generation, being inclusive speaks volumes, and as the saying goes: actions say more than words.

Blog

Talk is Cheap: Consumers Demand DEI Action

NOW Gen consumers want more than lip service from brands when it comes to DEI and anti-racism efforts.

DEI stands for Diversity, Equity, and Inclusion, and lots of people are talking about DEI. People talk about DEI in boardrooms, in schools, on TV, in movies, on the radio, in science, in sports, in journalism, in literature, and, of course, in marketing. DEI talk is literally everywhere, which is a good thing, but talk is not enough.

What is DEI?

In breaking down DEI into its parts it’s useful to start with a metaphor. Imagine the world as a big dance, like prom or homecoming. Diversity means that everyone is invited to the dance. Equity means that everybody has an equal opportunity to dance, and Inclusion means that everybody is able to contribute to the dance’s playlist. Pretty simple and if it was implemented as easily, the world would be a happier place.

Diversity in marketing means that different voices are heard and that each group is spoken to. In an age where personalization is increasingly more important, consumers really don’t like to be sent messages that aren’t applicable to them, and, on the flip side, consumers are more likely to respond positively to brands that portray the groups they’re a part of in a positive way. Diversity means that everyone can find themselves and people like them represented. 

Equity means that within this wide group of diverse people each different identity and every perspective is treated equally. It means that not only is everyone represented but that within this framework each group has an equal opportunity to participate, and that each voice and each experience is valued equally. 

Inclusion is pretty literal and Inclusion is where the real action happens. It means more than just that everyone is equally represented. It means that all voices and all perspectives are included. Inclusion means that different voices and different perspectives are actively sought out, listened to, and incorporated equitably. It means that the myriad identities and perspectives of all consumers play an active role in development and decision making and pushing conversations about the things that matter to people further.

Why DEI is important

There’s two simple reasons why DEI is important: it’s good for the bottom line and it’s the right thing to do.

Research is basically unanimous that consumers want more diversity. According to Facebook IQ 71% of NOW Gen consumers expect brands to promote DEI in their advertising. According to Microsoft 70% of Gen Z consumers are more trusting of brands that show diversity. A study conducted by The Female Quotient, Google, and IPSOS found that 64% of NOW Gen consumers took some action after seeing an ad that incorporated DEI. That same study found that 69% of Black consumers were more likely to purchase from a brand whose ads positively represented their race, and that 71% of LGBTQ consumers were more likely to click ads that authentically represent their sexual orientation. Furthermore, 75% of Gen Z consumers will end relationships with companies that run ad campaigns perceived as macho, racist, or homo­phobic. These statistics pretty much speak for themselves, and the trend is that DEI is only becoming more important to consumers.

DEI goes beyond consumerism. DEI is about social justice and building a society in which all people are treated equally, where everyone feels safe and where everyone feels they have the opportunity to achieve the things they want. DEI is also about curing the very real harms of systemic racism. Still, in the United States of America in the year 2022, more than half of black and brown consumers report that they have felt discriminated against in a store. There is simply no reason to justify this and brands should be doing everything in their power to change it. When you add the statistics about how consumers are demanding that brands use their power to support DEI, there is simply no reason for brands not to be leading the way in helping create a more equitable and inclusive society. As James Baldwin once said: “And once you realize that you can do something, it would be difficult to live with yourself if you didn’t do it.”

Why Talk is not Enough

While it is undoubtedly important that brands send the right message to their consumers and their communities by speaking out in favor of DEI and against racism, talk is not enough. In the wake of the protests following the brutal killing of George Floyd, many brands made promises about their commitments to DEI. People are not going to forget these promises. Consumers want brands to make measurable DEI commitments. They want brands to ensure that their teams and suppliers reflect the community that they serve and that diverse voices are made a part of the conversation. They don’t just want culturally sensitive and culturally informed messaging, they want customer intimacy, they want concrete action, and they want to see change. Soon DEI is going to be part of every conversation, and if brands are talking the talk without walking the walk, people are going to notice

Brands

Turn your Brand’s Experience into Revenue

Remember Cat Stevens’s “Wild World” song? A “wild world” describes the industry today as capturing consumers’ attention becomes more challenging than ever.

You only have seconds to win against the scrolling. 

Competitors are everywhere. It’s a battlefield.

What’s your game plan? 

According to Salesforce’s “State of the Connected Customer” report, 63 percent  of consumers will pay more for a great experience, and 72 percent will share those good experiences with their friends. In other words, companies with a customer-centric experience incorporated into their sales journey have greater revenue than the ones who don’t. 

If you want to get started with immersive experiences for your brand, it is essential to know your product or service’s purpose and integrate it holistically into your target customer’s daily life.  

The way customers see technology is changing dramatically. They are ready to embrace new tech products and services in their daily lives, not because they are considered “cool,” but because they can creatively solve challenges faced every day at work, in school, and at home.

But how? 

AI, 3D, and immersive experiences are excellent tools for improving eCommerce KPIs. It’s why every day we see CPGs and the biggest brands in the industry investing in immersive innovations. For example, IKEA’s implementation of Augmented Reality in its App IKEA Place, allows users to virtually test their products and furnishings at home and buy the products in the App. This experience had led to an eCommerce sales boost of 43 percent this year. 

If you want to increase your company’s conversion, try using AI to educate and demonstrate to your customer the product which suits their needs. For example, Nike developed “The Nike Maker Experience,” which, with the help of AI, lets users customize and create a pair of Nikes and have them ready in only a few hours! Exceeding customers’ expectations in innovative ways leads to better engagement rates and shareability. 

AI also helps reduce bounce rates. Social media and over-exposition have decreased human attention spans to as little as eight seconds; a short time for your brand to highlight your products, and even worse if there are unlimited amounts of information and content that can overshadow your brand. Still, when it comes to AR experiences, 50 percent of users spend more than two minutes of interaction. Using AR in rich media or on your website will win you time to show more about your brand and product, and if your experience is engaging, you can get potential customers from existing customers through “word of mouth,” turning more leads into even greater sales. 

Immersive technologies are now considered new interfaces and are the perfect tools for brands to deliver one-of-a-kind experiences that resonate with customers. Discover the latest information in our White Paper, “How Giant CPGs Will Handle Marketing Challenges in 2022” Inside, you will discover a variety of experiences and ideas CPGs are applying to their marketing strategies to win in 2022. Read it for FREE here: (https://121corp.com/white-paper ). 

Brands

How CPGs are Stretching their Models for 2022

The year 2021 is coming to an end, and marketers, as well as industry leaders, are still facing a disruptive landscape and continually transforming customer behavior. It is no longer simply good enough to tell customers what they should do or show them how good a product or service is, but rather, it is crucial to build a valuable relationship with customers. Creating relevant content that connects, building trust through availability, providing exceptional customer service, and carrying a purpose greater than the number of sales, are among the many actions a brand can make to win their customers’ hearts. 

Sounds like a lot to do, doesn’t it? 

Yes, but before giving up on connecting with customers, we have some cost-efficient tips from a few of our successful CPGs clients to help you save resources and valuable time. 

  • Create a Center of Excellence – Consider hiring new providers for innovative, upcoming projects. When hiring new providers, make sure they have the same objectives as your business and a strong drive to make your brand shine.
  • Apply In-House or Outsourcing – Doing so offers expertise in many areas and provides additional speed for your daily marketing needs. 
  • Try Gigs – Look for innovative ideas from people and startups by creating talent contests and leveraging crowdsourcing. 
  • Automate Your Processes – Using the latest technology will help you avoid repetitive tasks and optimize the best data for your strategies. 

A new year, loaded with new challenges, new customers, and innovations is ahead. While it may sound a bit overwhelming, once you take a step back and a long look, you can find inspiration from the big players in the industry to accomplish your marketing challenges on time and within your budget. 

We invite you to discover more strategies and trends the thriving CPGs are applying in our latest white paper “How will Giant CPGs handle marketing challenges in 2022?”. Read it FREE here.

https://121corp.com/white-paper

Brands

How to gather first-party data in a cookieless world

Twenty-five years ago, a magic tool called cookies that changed digital advertising was born.

Thanks to them, marketers could identify, build a profile based on interactions, and activate engagement through a series of messages. Cookies were also helpful for insight and brand impact. Relying on them seemed like a perfect strategy for gaining customers’ data, but these good old days are over now. The end of cookies is coming in 2022, and brands need to build trust and create unique experiences for their users to gather relevant data organically and under their consent.

As challenging and uncertain as this sounds for the industry, we are on the verge of a new year, and it’s the perfect time for brands to reassess their strategies, let go of depending on one third-party resource for data and strengthen their client relationships. 

Try inbound.

The numbers are here, 94% of customers leave and unfollow brands when they see irrelevant promotions and messages; nevertheless, 93% will buy again at companies if they find a remarkable service, 77% will recommend their experience on socials and reviews. So, to get positive numbers rolling in your marketing strategy and gather first-party data, inbound can be the answer. 

Inbound is a philosophy based on helping people and building relationships with them by guiding them throughout their journey. An inbound practice is built under three pillars (attract, engage, delight). It can be adapted into your funnel into many techniques, such as offering educational and resourceful content that consumers can use or creating platforms or bots to provide excellent customer service for people. Positive inbound can lead to a share of data under the user’s consent, so it’s essential to keep in mind to be as human as possible in your strategy, be empathetic with users through mindful research, have a constant conversation with customers and standardize your communication for consistency.

Trust influencer marketing

Today, shoppers live on social media an average of 144 minutes a day. They enjoy browsing, discovering, and purchasing from an ad or influencers. 

50% of Gen Z shops after seeing an influencer recommendation because they bring a deep sense of connection, and credibility to their audience. Investing in influencer marketing creates a bridge to purchase, so try having them not only for awareness but also across your customer journey and providing them with call-to-actions to direct their users to your shopping basket and gather first-party data. 

If you have a problem picking which influencers are the right ones, try including AI in your practices. Machine learning can help identify content in a way humans can’t, monitor each influencer activity, and help you optimize your budget. 

Give them control. 

Don’t think that you will no longer cooperate with Google or Facebook; they accommodate your objectives, so it’s essential to learn to work with them efficiently. Find strategies that can help gather email addresses and even phone numbers. These data can be shared within these platforms and help create a custom audience within these first-party data ecosystems. Design a Customer Data Platform or Data Management, or acquire them from a vendor and offer ethical, reliable customer-centric experiences that empower users and give them control over their data. 

The road for marketers is still under construction, with many challenges ahead. It’s essential that during these changes, such as the elimination of cookies, you can count on a partner that can make your strategies become a reality in a cost-efficient manner. AT 121, thanks to our Speed Philosophy, we can work with our clients and deliver projects in record time without compromising their budgets. So give us a call, and together we will find the right strategy and tools to make you shine across your 2022 marketing journey. 

Brands

The importance of a solid brand’s purpose

Brand purpose is vital because it demonstrates to your customers that you are more than your products, services, or advertising efforts. You have a goal that is larger than merely making a profit. A new generation of customers wants businesses to stand for something broader than the items they sell. They want businesses to represent an inspirational ethos, have a strong point of view, and take action to influence the world positively. So check out if your brand has the guidelines to earn a check on the purpose section.

Examine your own brand’s purpose as well as the brand you represent

A brand mission is a brand’s reason for existence other than to make money. It’s the ‘Why?’ behind the brand, the spirit of your company — it connects with customers on an emotional level via shared ideals, solved challenges, and distilled meaning. It propels business, helps individuals, and improves society: Is your brand’s motivation for a purpose other than to make money?

Think of your brand purpose manifests itself positively in the eyes of others? Is it capable of fostering emotional attachments and connections? After all, we are all in the same boat, so ask yourself if your brand is improving business, people, and society; most importantly, how do these responses relate to your company’s or product’s brand?

Difference between brand purpose and brand vision, mission, and values

So far, we’ve discussed the brand purpose, but it’s equally critical to define what a brand’s mission isn’t. Your brand’s purpose is not the same as its vision, mission, or values. They are interconnected; each builds on the other. However, if your brand’s vision, mission, and values are the building bricks, consider your brand’s purpose of being the foundation.

Where you are heading is defined by your brand vision. Your mission will determine how you will get there. And your values will determine how you act along the way. They are all inward-looking. They represent you when discussing your brand. They are crucial to identify, but none are as potent as your purpose.

Your purpose—or Big Audacious Meaning—is the overarching explanation for why you do what you do. It should be placed above the vision, purpose, and values to educate and guide them. It is priceless because it is outward-looking, defining the change you will make in a person’s life, a community, or perhaps the planet. Clarifying your mission helps consumers understand how your brand benefits them and their world.

Purpose that sells

The concept of brand purpose is especially crucial when marketing to millennials, who favor businesses that generate social and environmental change, according to 71% of them. A groundbreaking global study analyzing the value of brands with a well-defined “Purpose” shows that consumers are four to six times more likely to buy from those brands, as a Forbes article reveals.

In many circumstances, the contemporary customer is seeking a relationship rather than a product. They do not need to be sold; instead, they must be inspired. What emotions does the brand elicit in them? Is it consistent with their fundamental values and beliefs? As consumers’ interests shift, marketers must interact with social audiences deeper, more personal level than ever before.

To build a strong relationship with your brand, you can apply Keller’s brand equity model and boost your brand’s equity. This tool outlines four actions you can take to create and manage a brand that your consumers will support. Overall Purpose-Driven Marketing is at the core of a previous strategy to achieve more significant customer connections.

At 121, we aim to help you achieve your brand’s objective, not to compete against your creative, strategic, or In-House agencies. We adapt and implement your global campaigns to suit and comply with your outlets’ requirements while also aligned with your brand’s equity and helping you build a clear purpose.

From Social & E-comm content, graphic design, digital implementation to integrated production, 121 will work with you to grow your brand while giving you peace of mind. We genuinely believe that we can play a significant role in your success, for us, the Fastest day-to-day Design and Content Studio for many global Fortune 500 companies.