Understanding Brand Resonance

As a marketer, one of our main goals is to help our brand sell products, and to achieve this first, we must create a recognizable brand that will resonate with its target audience.

So, what exactly is brand resonance?

In a nutshell, it’s a brand’s loyalty relationship with its consumers. Meaning that based on how recognized a brand is, brand resonance can change the way its consumers think, feel, and do when they see that specific brand.

Below, you may see the steps needed to build a strong brand that will resonate with its consumers.

  • Identification, a customer would immediately think of a brand association when presented with a benefit, needs, or product class.
  • Have a tangible or intangible brand association between the brand and its customers.
  • A proper response to the brand by their consumer.
  • Finally, customers will demonstrate loyalty to the brand when the above is presented.

By following the above steps brand can create a strong bond with its customers that surpasses a mere need, and instead, there is a deeper psychological connection between the customer and the brand.

Brand Resonance in Action

An example of brand resonance is seen by Bacardi the largest privately held, family-owned spirits company in the world when the brand came up with its “Do What Moves You” campaign which encourages self-expression.

Later its concept was incorporated into their collaboration with the music video CONGA feat. Meek Mill, Leslie Grace, produced by Boi-1da helps the brand continue building brand resonance to become the spirits brand that comes to mind for summer music festivals.

Click here to read related content about “Selling Products by Creating Recognizable Brands.”

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