WHY BODY LANGUAGE MATTERS- ESPECIALLY FOR BRANDS
THE WEEKLY BOOST ISSUE 07
Walking into a store you may think that you’re not noticing the way products are lined on the shelves, the layout of the aisles or the employees greeting you at the door, but in the right stores, these aspects often are telling a strong, unified and compelling story.
Just think about how we communicate with each other. It’s about what we say, how we say it and about our body language.
Well, it’s exactly the same for brands.
With every interaction, customers are picking up on and reading into your brand’s “body language,” which is expressed through the way the brand markets itself, distribution channels, and every other experience somebody has with the brand.
BODY LANGUAGE SETS THE FOUNDATION FOR PEOPLE TO COMMUNICATE ON A DEEPER LEVEL.
So, how do you tell a story that your customers relate to, employees understand and one that is manifested in the physical and emotional attributes of your brand?
READING THE AUDIENCE
First and foremost, marketers need to “read” their audience and understand what motivates them. This holds true for any company that wants to earn its customers’ lifetime loyalty. The most successful consumer brands understand importance of “reading” their audience; in fact, they are built on well-honed insights about their target’s motivations.
WHAT IS YOUR MESSAGE?
What insights are your marketing efforts built on? Is it relevant to the consumer? Are they all aligned and is there one unified message coming through? Does your website tell the same story as your in-store marketing? Is your digital efforts telling the same story as you experiential marketing and public relations efforts?
If not, your brand will have a much harder time connecting with your target on a relevant and meaningful level resulting in a much lower level of engagement.
SAY IT & LIVE IT
In this digital, hyper-connected world, it’s not enough to simply tell a unified story about your brand.
In a world where your business is becoming more and more transparent, where more and more people can interact with you, share data and their thoughts, and more and more will read your brand’s body language, your business has to live the brand, be the brand and your brand has to be the business.
Next time, you’re engaging with a brand consider what their “body language” is telling you. Were they able to accurately read you? What message are they sending and does it carry through in every touch point?