– The Four Steps to Building Brands Backwards by Michelle Grant at TEDxBocaRaton challenges traditional marketing strategies.
– Step 1: Focus on the human element and build brands that connect emotionally with consumers.
– Step 2: Understand the core human needs and values that drive purchasing decisions.
– Step 3: Develop a clear and compelling brand purpose that resonates with consumers.
– Step 4: Consistently deliver on brand promises to build trust and loyalty.
Have you ever wondered why some brands are more successful than others? What secret sauce makes certain products or services stand out from the competition? In her thought-provoking TEDxBocaRaton talk, Michelle Grant reveals the Four Steps to Building Brands Backwards, challenging conventional marketing wisdom, and shedding light on the key elements that can make a brand genuinely remarkable. Let’s dive in and uncover this innovative approach’s unique and fascinating aspects.
Step 1: Focus on the human element and build brands that connect emotionally with consumers.
In a world cluttered with advertising messages, brands must cut through the noise and establish a genuine connection with their target audience. Michelle Grant emphasizes the importance of understanding the human element and crafting emotionally resonating brands. By tapping into consumers’ aspirations, desires, and even fears, brands can create a lasting bond beyond a simple transactional relationship.
Think about Nike, for example. The iconic “Just Do It” campaign speaks directly to our innate desire for self-improvement and perseverance. This powerful messaging has enabled Nike to become more than just a sportswear brand; it has become a symbol of inspiration and determination.
Step 2: Understand the core human needs and values that drive purchasing decisions.
To truly connect with consumers, brands must dig deep and uncover the core human needs and values that drive purchasing decisions. According to Grant, understanding these underlying motivations can help brands create more compelling and relevant customer experiences.
Take the rise of sustainable and ethical brands, for instance. In recent years, there has been a significant shift in consumer behavior towards more conscious purchasing decisions. People now prioritize products and services that align with their values, such as environmental sustainability, social responsibility, and fair-trade practices. Brands embracing these values have witnessed a surge in popularity and loyalty among consumers.
Step 3: Develop a clear and compelling brand purpose that resonates with consumers.
In an era where consumers are bombarded with numerous choices, having a clear and compelling brand purpose is essential. Grant highlights the significance of defining a brand purpose beyond profit-making and encompasses a broader societal impact.
Consider TOMS, the shoe company founded on the principle of “One for One.” TOMS donates a pair to a child in need for every pair of shoes purchased. This purpose-driven approach has not only attracted customers but has also inspired brand advocates who are passionate about making a tangible difference in the world. By aligning with a purpose that resonates with consumers, brands can transcend mere products and become part of a more significant movement.
Step 4: Consistently deliver on brand promises to build trust and loyalty.
Building a brand is not a one-time effort but an ongoing journey. Grant emphasizes the importance of consistently delivering on brand promises to build trust and foster consumer loyalty.
Think about brands like Apple or Amazon. These companies have consistently built a reputation for delivering exceptional products and services. As a result, they have garnered a loyal customer base that trusts their offerings implicitly. Successful brands prioritize every touchpoint in the customer journey and ensure that the experience aligns with the brand promise.
In conclusion, Michelle Grant’s Four Steps to Building Brands Backwards offer a refreshing perspective on how brands can differentiate themselves in a crowded marketplace. By putting the human element at the forefront, understanding core human needs and values, developing a compelling brand purpose, and consistently delivering on promises, brands can create lasting connections with their target audience. So, the next time you think about building a brand, take a step back, think “humans first,” and embark on a journey surpassing conventional marketing strategies.
*****
Source Description
Ever wonder how the best brands were built? More importantly, how should they be built today? After decades of building in some of the biggest global brands, entrepreneur Michelle Cordeiro Grant decided to flip the script. She’s now founded 2 successful companies by building backward, starting with the community rather than a product. She breaks down her process into 4 key steps to help the next generation of entrepreneurs build people-first! Michelle Cordeiro Grant is a serial entrepreneur, angel investor, podcast host, and eternal optimist.
Michelle spent her career at household names in the retail industry, including Federated Merchandising Group, VF Corporation, and Victoria’s Secret. Just before beginning her entrepreneurial journey, she spent two years at Thrillist Media Group, where she “got her MBA in a startup,” learning the ins and outs of building a brand. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx.
