When it comes to marketing your business, simply sending out flyers or posting fancy advertisements in your store window are gone. These days, it takes much more than that to build your brand. Why? Perhaps because every form of media — including social media — is inundated with ads. There are many businesses offering similar products and there’s fierce competition. Marketing today requires a development of a brand. And when it comes to developing a brand, studying the buying habits of one demographic in particular holds the key.
The Millennial Factor
You’ve likely heard a lot about the millennial generation — both good and bad — and maybe you’re even a part of that generation. According to HubSpot, Millennials are 80 million strong, making up about a quarter of the population in the U.S. and boasting an annual buying power of about $200 billion. Researchers have been looking to this generation to learn the pulse of modern marketing, and they’ve found the following points to be true:
- Millennials spend an average of about 25 hours a week online, searching for content to share with others. What they’re sharing comes from their peers and is targeted toward their peers.
- News and advertising don’t move Millennials. Authenticity does.
- Millennials like to feel connected. They are far more likely to buy a product promoted by someone they “know” (either in reality or someone they admire or follow online).
Honesty Builds Trust
Authenticity in marketing equals honesty. In network marketing circles, it’s often referred to as “finding your why” — that is, finding what inspired you to build your brand in the first place in the hopes that others will also be inspired. It’s telling the story of your brand in a way that people not only understand but also identify with. It speaks their language in a way that could have come directly from the mouth of one of one of their peers. It’s not your own personal story, but the personality you use to build your brand.
The Power of Personality
How do people know you? Through your personality, of course. Your personality is how they’ll know the story of your brand, as well. When people get to know you, what do they see? Are you an energetic person or are you calm? Do you find yourself drawn to adventure, or is safety and security your thing? Are you driven by hard work or do you crave the simple things in life? If you don’t know the answers to these questions, ask a friend who knows you well: What moves me?
Your personality is what gives the story of how you built your brand its authenticity. It’s the part of the story that provides the connection.
Keeping It Simple
While the story you tell is crucial to building your brand, it is important to remember that you don’t have much time to tell it. While Millennials are spending 25 hours online each week looking for content to share, that content is coming from hundreds of sources. You have seconds of their time to capture their attention, so the story must be simple. In English class, you were taught that all stories have a beginning, a middle, and an end. In developing the story of your brand, those three parts of the story can be translated to the problem, the solution, and the success.
- The problem. This is your why. What inspired you to create your brand? What dilemma were you looking to solve with your product or service?
- The solution. How does your brand solve the problem?
- The success. This part of your brand story is less about “the end” and more about continuation. What now? Where else can your inspiration lead you?
Why G.A. Wright?
G.A. Wright is a name trusted by businesses. Take a look at what our clients have to say about us and then let us help you tell your story so you can build your brand and increase your customer base. We help our clients in the following ways:
- Receive expert advice through our sales promotion program
- Receive market support through in depth business analysis, providing you with tips to help you get your marketing back on track
- Increase your retention rate with specialized employee training in order to teach your team to form stronger connections with your customers.
If you’d like to learn more about how to keep your customers coming back for more, fill out our contact form.