What brands need to consider to make marketing more effective

Dan Smith - 03.07.2024

In today’s hyper-competitive market, what truly sets successful brands apart? Many might think it’s the product, the technology, the reach, or even the marketing budget. But in reality, the brands that resonate most deeply with their audience are those that place the customer needs at the heart of their brand positioning.

Understanding and addressing customer needs, desires, and pain points can make all the difference in crafting a compelling value proposition and effective marketing strategy.

In our latest Creative Sparx chat our CEO and Founder Daniel Smith sits down with our Head of Strategy James Wood to discuss what brands need to consider for more successful marketing.

What the master of marketing Steve Jobs had to say

“I don’t think it’s good that we’re perceived as different, I think it’s important we’re perceived as MUCH BETTER.

If being different is essential to doing that, then we have to do that, but if we could be much better without being different, that’d be fine with me. I want to be much better! I don’t care about being different, but we’ll have to be different in some ways to be much better.”

It reads a bit like a riddle but he makes a good point, being the best at something is a pretty good business model. But how do you go about doing that?

Well in truth that’s the tricky part because sometimes marketing can only do so much, after all, if the product or service is substandard, no matter how good the marketing is you’ll simply fall short.

So you may need to consider does the business model itself need to change to facilitate doing things better? If you feel it can then it’s all about listening to your customers and asking the right questions.

4 key considerations for customer-centric brand positioning

To effectively put customers at the centre of your brand development, consider these key points:

1. Customer Insight

Understanding your customers is paramount. Conduct thorough research to uncover their preferences, behaviours, and pain points. Use tools like surveys, focus groups, and social media listening to gather valuable customer insights.

2. Value Proposition

Your value proposition should clearly articulate how your product or service benefits the customer. What problems does it solve? How does it improve their lives? Craft a message that resonates with their needs and desires.

3. Engagement and Interaction

Foster a two-way relationship with your customers. Encourage feedback, use review sites like Googel or Feefo, respond to queries, and engage with them on social media. Building a community around your brand strengthens customer loyalty and trust.

4. Consistency

Maintain a consistent brand message across all touchpoints. Whether it’s your website, social media, or advertising channels, ensure that your brand’s voice and values are consistently communicated.

By focusing on these critical elements and learning from successful case studies, you can transform your brand positioning strategy to be more customer-centric. Remember, at the heart of every successful brand is a deep understanding and unwavering commitment to its customers.

How this works for successful brands

1. Acuity

Launching a new proposition – ‘Sharper Investment Data’ we captured succinctly how the approach that Acuity provided meant that investors had access to the sharpest investment data trends, tools, and analytics to help them make more informed decisions.

2. Kumi

The new proposition – ‘Let’s make it right’ aligned to how Kumi more effectively supports their clients, using values centred in trust and expertise, creating impactful change and problem-solving by using their extensive expertise. This proposition purposefully talks on multiple levels – from Kumi’s collaborative approach with clients to the core business focus of supply chain improvements, to care for people and the planet.

3. Zestec

Zestecs new proposition – ‘The power to make a difference’ reflects their unique position as a team of experts in the industry since 2010 and the backing of one of the largest renewables operators in Europe, providing fully funded renewable solutions to commercial clients in ways that others simply can’t.

How Fireworx can help you

At Fireworx we deploy marketing strategy, creativity, and cutting-edge AI tools. Our approach focuses on helping brands better define their positioning first, so they can engage and convert more leads.

  • Brand: We’ll research your market, review competitors and help define your approach looking at your tone of voice, brand personality and how to make you stand out in an increasingly noisy world..
  • Strategy: With a measurable and effective approach that works across every touchpoint, we’ll help you to better tell your story, engage your audience and drive more sales.
  • Creative: Our creative team crafts compelling messages and visuals that better resonate with your audience.
  • Optimisation: We continuously monitor and refine strategies to ensure maximum impact.

Partner with Fireworx to create a brand that truly connects with your customers. Ready to get started? Contact us today.