brand positioning
Factors influencing brand positioning
Getting into the customer's mind is complex. Positioning helps with this, but it is a complex process that creates a coherent brand image. Although some components may have a stronger, and others lesser, impact on the brand, all are important. Each of them affects how the company is perceived by customers.
Brand voice
Brand voice refers to the consistent, recognizable style and tone of communication that is present across all of a brand's marketing activities , content, and customer interactions. It is the way a brand presents itself on a company's website , in social media, and in promotional campaigns. Brand voice should be consistent across all customer touchpoints.
Brand values
Brand value is the fundamental ideals, beliefs and values that a given brand represents. Brand values are not just words, but above all actions that confirm that the brand believes in morocco telemarketing and supports the values it proclaims. If a company talks about ecology, it should not be associated with pollution and support ecological activities.
Consumer insight
A good example of consumer insight is the story of a certain scientist. Daniel Kahnemann is an outstanding psychologist and Nobel Prize winner for discoveries that question the rationality of human judgments and decisions. He once conducted a study on his students.
He asked them how much they would pay for a vacation trip. After collecting their responses, Kahnemann asked the students to imagine the following situation: They go on a dream trip, but when they return, they lose all memories associated with it. They remember nothing about their stay, although the feeling of rest and a tan remain.
How much will they pay for this type of trip? Most respondents have decided not to buy it at all. This leads to the conclusion that customers do not buy a trip. Customers buy memories.
Take out
Take out is a vision of a better world that the brand presents to its customers. The brand shows how the lives of users will improve thanks to the products, services and values offered.
