Why The Best Branding Starts With Connecting With Consumers

Manufacturers trying to join with customers ought to begin by seeing their viewers as individuals and empathizing with their wants, mentioned branding specialists who spoke on the Forbes Below 30 Summit Europe.

When Gautam Raj Anand based Delhi-based podcasting app Hubhopper he had a transparent drawback he needed to resolve – India had been left behind when it got here to tapping the booming marketplace for podcasts.

When the time period ‘podcast’ was coined within the early 2000s, it grew to become most related to the Apple because of its transfer to incorporate podcasts within the iTunes retailer however with the vast majority of India’s smartphone customers proudly owning Android units that created a niche that Hubhopper sought to fill, Anand mentioned.  

“The best way to start out a model is to truly take a look at your customers as individuals and empathize with what ills them of their each day life. When you perceive the intricacies of that on a molecular degree, you may tackle the issue,” he mentioned.

Georgina Smallwood, chief product officer of N26, mentioned the German digital financial institution used its branding and companies to place itself as an revolutionary different to conventional banks. The Berlin-based unicorn not too long ago launched a shared account banking that can permit as much as 10 individuals to share funds.

“A conventional joint account has two individuals— however that’s not how life is today. Folks reside in shared homes. Plenty of individuals don’t get married; a number of individuals do get married. Some individuals get married to greater than particular person. Who am I to guage? Your financial institution shouldn’t be the one to let you know how one can handle your funds,” mentioned Smallwood. 

Sophie Trelles-Tvede sought to rework how individuals view a family product that has been seen as a disposable commodity – the hair tie. The Invisibobble founder pitched her tangle-free hair ties as an revolutionary and premium different to bulk packs of conventional ties however this meant reeducating customers.

“I’m sorry, however in what world do you want 50 hair ties? The worst half is that they’re offered for a pound or a euro and thrown away. Our three hair ties ought to final you a 12 months,” Trelles-Tvede mentioned.

Lea Vajnorsky, head of platform improvement at Henkel X, mentioned the 140-year-old chemical and client items firm is adapting with the digital age to attach with customers. “It’s an previous model that has a powerful DNA. Our problem is to indicate our innovation and the way we modify and adapt to digital, and how one can change these perceptions,” mentioned Vajnorsky.