Birch, Nick (Scottish Crop Research Institute)

How brands resonate meaningfully with their target audience Birch, Nick (Scottish Crop Research Institute)

Essay from the year 2014 in the subject Design (Industry, Graphics, Fashion), grade: 1.1, Central Queensland University, course: Brand Image Design, language: English, comment: Grade has been converted from Australian (29/30) to German (1.1) , abstract: All aspects of a brand image should resonate with its target audience in order to create a meaningful relationship. Before a brand can improve the lives of those who use it, the identity of both needs to be clearly understood by the other. Once this is established, a relationship can be forged and nurtured much like a relationship between two people. Like a relationship, the parties need to bond, to listen, to grow, to be authentic and to stay that way. When Interbrand (2014), the world's largest brand consultancy, released their 2007 Brand Marketers Report, the following five top aspects of successful branding were revealed (Airey, 2007): 1. Consistency 2. Understanding of Customer/Target 3. Message/Communication 4. Creative/Design/Brand ID 5. Relevance Many other aspects were of course discovered in the survey, but the best practises may be found under these top five - the first beating the second by twice the percentage (Airey, 2007). When implemented successfully, valuable brand equity can be attained, attracting a responsive audience and relevant target customers.