MARKETING
THE DIGITAL DIFFERENTIATOR Nadia Hearn, founder of Get Published, discusses the importance of creating brand purpose through digital and emotional communication strategies.
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n today’s vast, ever-changing market, it has become vital to connect customers with the business and its brand story. Brands that have clarity on their purpose digitally are known to financially outperform those that do not. Having seen the benefits of shifting and gearing brand communications towards new digital cultures, understanding emotional branding and marketing is more important than ever before. Even during Covid-19 lockdown and beyond, actioning strategic and tactical shifts towards digital communication platforms is crucial to business survival – communication has moved completely into a digital focus over the last few months, particularly as remote working and stayat-home regulations pushed audiences online. Sadly, traditional media houses shutting their doors is a clear indicator that spend has shifted largely towards digital communication media.
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CONNECT MEANINGFULLY WITH AUDIENCES In order for businesses to still reach their markets and minimise a dip in overall sales, they need to allocate marketing funding and activities to smart digital solutions. It is key for brands to ensure maximum engagement digitally, and the businesses that understand the emotional element of communicating how they support other business, or the public, have in most instances found the increased shift to digital less painful. Not only do businesses compete with innovative trends among their industry peers and need to stay abreast with disruptive technologies that may provide them with leading unique selling points (USPs), but they also contest with consumers’ low confidence and high budgetary caution. The solution to this is to define the brand purpose of the business – an ownable point of view that delivers genuine value to consumers. Those that already understand how to engage and keep their customers emotionally invested in their brand and organisational offerings will have buy-in because it is clear to customers why they need to be part of their brand. This is also often referred to as the brand story. In short, it is the intention of the business as envisioned by its founders. OWN IT As we battle out the economic impact of Covid-19, it is a good time to consider reviewing
ABOUT NADIA HEARN Nadia Hearn is a leading brand authority for South Africa’s small business sector. She is an international speaker, a radio talk show host on 2oceansvibe Radio and the founder of Get Published. If you enjoyed this article, follow Nadia Hearn on social media or sign up for her blog at nadiahearn.co.za. how successful a brand positioning strategy defines the brand as ‘ownable’. What is the actionable impact of the brand? How does it influence the lives of its target market? This positioning resides at the juncture of what the brand offers the world and its intended target customer’s deepest cares and desires. Why is it important to businesses? It is proven that ‘me too’ companies struggle and fail compared to businesses that can connect and engage their target customer with their brand story. With almost all communications moving digital, engagement is the ‘now’ gold currency
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