Channelling Your Brand Ethos in Marketing

In today’s day and age, having a clear and consistent brand voice is vital for any business to succeed in the oversaturated market. While taking the seemingly easier route of constantly hopping on trends and hashtags may sound enticing at first and somewhat easier to execute, nothing could be farther from the truth.

In reality, some of the most dominant brands today have a clear direction in all their marketing efforts. From tonality, and having a consistent motif company-wide, channelling your brand ethos is essential to become a top player within your niche.

What Is The Brand Ethos?

A powerful brand ethos is one that effectively communicates the why behind the what of your brand. They go beyond a mission statement and become the core foundation of what an entire organisation is built on. Your brand ethos should ultimately transcend sales objectives and be ingrained into every aspect of your brand.

Why Have A Powerful Brand Ethos?

If you’re looking to make your company into an industry leader, then you’d want to stand out from the crowd. Having a powerful brand ethos helps consumers make a clear distinction between your brand and a thousand others. For example, in the highly competitive world of smartphones, what makes Apple stand out?

Why do most consumers tend to gravitate towards that one company more than the rest? It’s because they have effectively communicated their ethos and cultivated a sense of community amongst their consumers.

Chairman of X (formerly Twitter), Elon Musk posted a tweet recently that has since gone viral where he retweeted a picture of the head turning Cybertruck by Tesla featuring the words “no logo.”

This tweet garnered over 300,000 likes and 20,000 retweets with some users going as far as to even hail it ‘marketing genius.’ This right here is a perfect demonstration of a powerful brand ethos as it encapsulates one of the many core values of Tesla: taking risks.

How to Incorporate Your Brand Ethos Into Your Marketing?

According to Howard Schultz, the former CEO of Starbucks, “your brand is the story you tell the world about yourself. Make it a good one, but most importantly, make it true.” To truly sell the idea of what your brand stands for and compel consumers into becoming advocates for your brand, you need to integrate your brand ethos into all marketing materials, from ATL, BTL and TTL marketing.

It is your job as a brand to make people want to engage with your product and/or services. You’ve got to build an ecosystem around your brand that ties into your company’s core values and principles. Everything that your brand puts out needs to directly tie into your brand ethos. Think of your ethos as the heart and soul of your brand, as to quote Simon Sinek, “people don’t buy what you do; they buy why you do it.”

One real-world example of a brand incorporating their ethos into marketing include Patagonia, a brand famously known for its commitment to environmental sustainability. Their powerful ethos is evident in all of their products and marketing which led them to become the most reputable brand in the United States.

Conclusion

In summary, having a strong brand ethos can prove to be beneficial for your business in the long run as it gives your audience something to believe in. Instilling a positive emotion towards your brand is a sure-fire way to build affinity with your customers and in turn, increase sales.

Always ensure that your employees fully understand and embody your brand ethos and maintain consistency throughout your messaging and actions. By incorporating your brand ethos into your marketing strategy, you can create a stronger, more meaningful connection with your audience and drive long-term success.

iWISERS has a multitude of social intel solutions and custom objective research services working with brands across APAC. Drop an email at [email protected] or chat with us on LinkedIn, @iWISERS for social intel or industry studies that enable people-centric data-based decision making.

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