VIDEO: Create An Irresistible Brand (Emily Heyward) (2)
VIDEO: Create An Irresistible Brand (Emily Heyward)
Create And Irresistible Brand & Crush Your Competition
NOTE: This video replay has been recorded with the opening sequence, the actual speech starts at around 2:30.
Let’s continue with another summary of an inspiring speech from the first EcomWorld Online Conference.
As always, I will use some of the slides in this summary, but you can download the full set in high resolution by clicking the link below.
>> DOWNLOAD ALL THE SLIDES HERE <<
Emily Heyward is a cofounder of Red Andler, an agency focusing on brand building for companies that are changing how the world works by creating a new category or disrupting the category that they are in.
The lineup of companies they have worked with is nothing short of amazing.
Think about the likes of Amazon, Google, Casper, Zillow, Allbirds and many many more.
Emily has been in the brand building business for one and a half decade already and she confirms there has been a big shift in the space when it comes to focusing on brand building.
The reasons are quite obvious : The barriers to launch have never been lower - that’s why there are many competitors in every category and you need to stand out.
Social media is saturated - everyone is doing the same and it’s hard to tell one company apart from the next.
Consumers have more power, more choice, more options.
It’s so easy to research these days… if you don’t like something you can post about it and cause damage to brands.
And it works the other way too, when consumers like your brand, they will post about it as well and follow your brand on social media and in other places.
Today's winning brands are creating OBSESSION, it’s not just about having a solid product anymore.
What is a BRAND? Here is what Emily had to say about this:
It’s not a logo or name or colors… the most important part is a STORY.
What a business stands for at its core and why should people care.
The whole consumer experience defines what your brand is.
Emily explained 5 core principles of brand building:
1. Problem oriented - what’s the problem you are solving for your consumers. Not the solution, the problem itself.
2. It’s okay to get emotional - what do we want people to feel when they use our products? Make them part of a mission to make the world a better place, for example.
3. Community - it’s not just likes and comments. Customers don’t have to be following your brand on social media in order to feel connected to it. Figure out how to match your brand with the values of your customers and make them feel like a part of something bigger.
A great example here would be people driving a certain car model. They would hold meetups, competitions and engage just because they all drive a Ford Mustang, for example. This strategy can work great with products that are solving problems for smaller groups of people… health related, for example. Or think about fashion brands catering to specific movements… gothic, EMO, cosplay… all great examples again.
4. Focus - the path to growth starts with focus. You shouldn’t try to serve ALL customers. It’s ok to leave some sets of consumers and opportunities behind. Customization can help a lot with this… make products for specific target groups.
5. Redefine expectations. Break the rules, not just make noise, but in service of your consumers. Think about new ways to make the shopping more fun, selection easier and provide your customers with something they were not used to experiencing with the traditional shopping platforms.
I have a great example to share here. Not that long ago, when buying wall paint, you would have to choose from a limited amount of colors that have been pre-produced. Then someone came up with the awesome idea of letting the customers basically mix their own custom color which completely disrupted this category. These days, you can choose from thousands of different colors or even come up with your own, all it takes is entering the amounts of the base color and the machine will mix it for you.
Emily ends her presentation with the summary of the main takeaways:
1. Create connection by defying expectations.
2. Innovate in service of people, not “newness”.
3. Tap into the values we all share.
>> DOWNLOAD ALL THE SLIDES HERE <<
Watch speeches LIVE at the next EcomWorld! Tickets on sale now: https://ecomworldconference.com/
Want to watch all the past speeches replays? Get the replay pass addon.
I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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