Cutting Through the Clutter

22 Oct Cutting Through the Clutter

These days, there are massive amounts of messages that are being pushed out to consumers every single day. Many brands find themselves getting lost in the clutter. A common first thought these brands have is “How can we create a message that will break through this chaos?” Many try to appeal to consumers with wild advertising, loud colors or crazy deals and discounts. However, the brands that are really successful in pushing through this clutter are not actually trying to push through it at all:

They are creating messages that the consumer can break through on their own.

It is simple, but always forgotten. It is easy to get swooped up into the trends of mass media and forget to see the message through the eyes of the consumer.

Be relevant.

Relevance is important to keep in mind when creating messages for your consumer for a number of reasons. First, consumers are constantly flooded with media messages and automatically ignore any messages that are not relevant to them. In other words, consumers are always thinking, “What is in it for me?” A message that is relevant catches the eye of the consumer, but does not always stick in their minds. This is where resonance becomes important.

Create resonance.

Resonance builds relationships. A consumer feels resonance with a brand or message when they a personal connection. For example, a message can resonate with the consumer by tugging on their heartstrings or drawing from their personal experiences. Consumers are not just looking for a product, but also an experience, a feeling or an emotion. These strategies, and many more, will lead the consumer to associate these feelings with a product and eventually create deeper relationship between consumers and a brand.

Be yourself.

Be honest about your message and your brand personality! Direct, strong relationships between consumers and a brand are essential to creating relevance and resonance. Although you are the one making the content for your brand, the consumers are ultimately the ones who make your brand image and reputation. Be sure the consumers see the true personality of your brand to avoid confusion about what the brand truly represents.