5 Characteristics of Profitable Brands

What every small business needs to know when it comes to branding.

You may not have the budget or marketing dollars of a large company, but here are five characteristics your brand or product should possess if you want to reach and remain on the top with Millennials and Gen Z: customizable, shareable, knowledgeable, sociable, and charitable.

1. Customizable – Can your brand or product be customized? – Consumers want the freedom to change what you make tailored to it their personality and lifestyle. Products that allow easy customization promotes artistic expression and can help the consumer spark their own conversation in the world of insta-grams and insta-chats.

2. Shareable – Can your brand or product experience be shared? – Make it simple for consumers to share content about their experience with your product and/or brand. Whether it is social or word-of-mouth, if it is a brand or product they are proud of, they will share.

3. Knowledgeable – What can they learn from your brand or product? – Your brand’s story and the back-of-the-house process for making your product matters. When you create opportunities for the consumer to know more about your work, they connect with your organization in an authentic way. A well-informed consumer will not only become a fan, but an ambassador for life.

4. Sociable – Does your brand or product have a community? – Pop culture is about community. Consumers are constantly looking for ways to connect with groups who share their interests. Find ways to give your brand and products communities of their own, online and off line.

5. Charitable – Does your brand or product give back? – If by supporting your brand or product means a consumer gets to do “good” for others in the process, it is a win-win. Talk about the causes your organization is passionate about, consumers want to know. This can sometimes be the difference maker in their buying decisions.

Follow me @malizy on Twitter and Instagram.

#PRChic