Leveraging your organization’s values and identity to set yourself

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Take Volvo for example. For decades, Volvo has homed in on a singular core value in their messaging — safety. They sell cars, yes, but beyond that, they sell peace of mind. While Volvo’s marketing campaigns evolve, virtually everything the brand does ladders up to the principle that safety comes first. Volvo customers are exceptionally loyal, not necessarily because they believe Volvo produces the best cars, but because they believe intuitively that Volvo is committed to a value they share.

While brand affinity is core to marketing in the B2C space, it can often list of antarctica consumer email be overlooked in the hyper “rational” world of B2B marketing. Think about the messaging we often hear from B2B brands: A new product feature. A “proven” way to save money. This type of messaging is important and plays a role in driving loyalty, but not necessarily affinity. While you want to have proof of value, if you only focus on that aspect, you do so at the expense of why someone actually wants to buy from you. The values of your company can be the differentiator.

Branding Pillars
Building brand affinity takes significant time and patience, as well as a strong initial foundation. Without the core elements of your brand intact, you cannot expect to generate customer loyalty and affinity. Here are a few key strategic pillars that should underpin your strategy for building brand affinity:

You can’t drive brand affinity unless you have a clear understanding of what your brand actually is — both presently and what you would like it to be. Knowing the current perceptions of your brand and your aspirations for it will inform the messaging and overall marketing strategy you use to reach those aspirations. A good brand partner will help you clarify and solidify this essential strategic underpinning for all future marketing and brand work.