Today, the most successful brand strategies are those that take an audience development approach. And by “audience” I mean your customers, users or members of your brand tribe. Why use the word “audience” rather than customers?
First of all, as opposed to customers, an audience is looking to make an emotional connection and will give their attention when they get what they desire. Plus, to a brand, customers are merely numbers reflecting a transaction. When we shift the language to audience, we evoke a connection with an individual that is more than transactional it’s emotional. And when brands build experiences for audiences, rather than their customers, a relationship is built that, if done right, can sustain for a long time.
“Humans are emotional creatures and they want experiences that engage them as humans. They’re not eyeballs, impressions, views, likes, shares, clickthroughs, or conversions.” – Brian Solis, August 2015
Further, if we look at the current role of content in successful brand strategies, the ultimate goal is that brands are creating added value content that resonates with your particular brand audience. (Btw, you have to get to know your audience and understand what they want before you can even create strategies that provides them with particular unique value). And no matter what kind of content you are creating, the goal is to get the attention of the right people via providing them with either entertainment or information that engages people emotionally.
Whether brands know it yet or not, with each foray into creating original brand content, they are, little by slowly, becoming media companies.
Indeed, customers are now audiences. And those brands that consider this perspective in their strategies will succeed quicker than the rest. Check out Red Bull, they’re a great example of this.
Brands, meet your audience.
Audiences, meet your brands.