In the last 10 years, we have seen a major shift in consumer habits.
Recessions have us being more frugal; worries about the environment have us shopping more green. We are becoming locavores intent on puchasing locally produced goods, and fair-trade advocates who are buying socially-just coffee.
The underlying trend here is that we don’t consume in the same free-for-all way that we once did. Today, most of us weigh our options before making any major purchases. We go online and look at opinions (or Epinions) we read reviews, we look at ratings, and we price check.
As we go through these steps, something else is also happening under the radar. Brand values – what a brand does, how it acts, what it stands for- has been catapulted to the front lines and is driving sales like never before.
The result of our price checking and investigating means that brands have a brief moment to connect with us. One click, a tweet, or a mailed invite that says something much more poignant than the total price after taxes.
People are flocking to brands that not only match their budget, but that also exude passion, authenticity, and that feel more aligned to their personal values. Are you leveraging your brand to capture their attention?
What are your brand’s values and how do you communicate them?
What makes people passionate about your brand?
How does your brand compete for your client’s heart?