The Brand

Online and offline strategies

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About The Brand
The Brand, partners Gianni Guidi and Daniele Piccoli’s creative agency, was born in 2008 from a strong digital vocation and from the desire to put, as a service for the customer, not only the know-how but also the understanding, the expertise and, above all, the sharin...
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NA
Freelancer
2008
Italy
The Brand
Online and offline strategies
0.0 (0 Reviews)
Services

BRAND IDENTITY
BRAND STRATEGY
WEB & DIGITAL DESIGN
DIGITAL & SOCIAL MEDIA CONTENT
PHOTO AND VIDEO PRODUCTION
ADVERTISING ON & OFF LINE
MEDIA PLANNING
DIGITAL PR & PRESS OFFICE
EVENTS & LIVE EXPERIENCES
SPECIAL ACTIVATION

Focus
Service Focus
Discussions
  • Business Services
  • B2B marketing
  • Link Building
3 Answers
‘Brand Empathy’ – Should essentially be used in B2B ContentsBesides crafting ultra-specific customer segments, brand empathy is more about understanding customer needs. It is actually like putting yourself into your customers’ shoes and connecting with them on an emotional, human level.However, a lot of brands have implemented the word ‘brand empathy’ wrong till now. It is not about enticing customers, but engaging them positively.Receiving too many useless messages from businesses sometimes seems irritating to many of us. In fact, it may lose the percentage of your loyal customers. Today, during the critical situation of global COVID-19 pandemic, majority of businesses are already struggling hard for their survival. Hence, brand empathy and other similar techniques are expected to bring a ray of hope in the market.Communities have come together. Celebrities are also coming forward to cheer. In fact, we all individuals, employees, and businesses should come together to create a unified experience to everyone. Making the world healthier and happier would be the key to prevent the humans from being worried about their future. Golden Rule of MarketIt should always be like ‘treat others in the way you want to be treated’. This comes under empathetic marketing. You have to put yourself into your shopper’s shoes by setting up similarity between your marketing efforts and messages. They should be relatable and exciting. You have to active as to constantly check what is landing on your website and what you want your first-time and regular shoppers to feel. Weave empathy for your target audience into every bit of your marketing effort.Let’s discuss how you can achieve it following a few examples.#1. A beauty brand ‘LUSH’ comes with a tagline – “Fresh, handmade cosmetics”. LUSH’s ‘How it’s made’ video series is an attempt to assure customers of always providing fresh and natural beauty products. Employees in the LUSH kitchen narrate step-by-step procedure about how a particular product they make while maintaining the quality and hygiene of the product.#2. Home Depot’s content marketing focuses on how their supplies can help you, instead of what their supplies are. Home Depot caters to different of do-it-yourselfers and builders and inspire them from time to time through their infographics. They inspire their consumers to grow their own salads along with educating them on different aspects of the same.#3. #ShowUs Campaign by Dove encourages women about body positivity and inspires them to embrace and celebrate their bodies. The campaign invites women to share their views on a variety of topics and the content helps them building a community around kindness, positivity, and self-love.#4. The #giveextragetextra campaign by Extra encourages people to submit their photos of their everyday moments. They get those photos sketched and made some of them appear on the inside flap of Extra packaging. This unique project was highly appreciated among the public, especially the artists that has made their brand a special part of their life moments. #5. UK’s marketing agency Scriberian came out with a very unique concept of enhancing skills and knowledge of kids by providing them coloring kits. Even parents appreciate this gesture when the kids are trapped at homes, but are getting something engaging. Of course, it has been a great way for the brand to showcase their creativity.How you can do Empathetic Content Marketing?Here are the best tips:Create personas to find out what your audience needs.Keep your content authentic and helpful and do not feed them BS.Narrate your brand story in a unique and creative manner.Marketing is not always easy and content marketing demands, passion, creativity and understanding customers to the core. Put your all in every piece of your content you create and become a market genius. 
‘Brand Empathy’ – Should essentially be used in B2B ContentsBesides crafting ultra-specific customer segments, brand empathy is more about understanding customer needs. It is actually like putting yourself into your customers’ shoes and connecting with them on an emotional, human level.However, a lot of brands have implemented the word ‘brand empathy’ wrong till now. It is not about enticing customers, but engaging them positively.Receiving too many useless messages from businesses sometimes seems irritating to many of us. In fact, it may lose the percentage of your loyal customers. Today, during the critical situation of global COVID-19 pandemic, majority of businesses are already struggling hard for their survival. Hence, brand empathy and other similar techniques are expected to bring a ray of hope in the market.Communities have come together. Celebrities are also coming forward to cheer. In fact, we all individuals, employees, and businesses should come together to create a unified experience to everyone. Making the world healthier and happier would be the key to prevent the humans from being worried about their future. Golden Rule of MarketIt should always be like ‘treat others in the way you want to be treated’. This comes under empathetic marketing. You have to put yourself into your shopper’s shoes by setting up similarity between your marketing efforts and messages. They should be relatable and exciting. You have to active as to constantly check what is landing on your website and what you want your first-time and regular shoppers to feel. Weave empathy for your target audience into every bit of your marketing effort.Let’s discuss how you can achieve it following a few examples.#1. A beauty brand ‘LUSH’ comes with a tagline – “Fresh, handmade cosmetics”. LUSH’s ‘How it’s made’ video series is an attempt to assure customers of always providing fresh and natural beauty products. Employees in the LUSH kitchen narrate step-by-step procedure about how a particular product they make while maintaining the quality and hygiene of the product.#2. Home Depot’s content marketing focuses on how their supplies can help you, instead of what their supplies are. Home Depot caters to different of do-it-yourselfers and builders and inspire them from time to time through their infographics. They inspire their consumers to grow their own salads along with educating them on different aspects of the same.#3. #ShowUs Campaign by Dove encourages women about body positivity and inspires them to embrace and celebrate their bodies. The campaign invites women to share their views on a variety of topics and the content helps them building a community around kindness, positivity, and self-love.#4. The #giveextragetextra campaign by Extra encourages people to submit their photos of their everyday moments. They get those photos sketched and made some of them appear on the inside flap of Extra packaging. This unique project was highly appreciated among the public, especially the artists that has made their brand a special part of their life moments. #5. UK’s marketing agency Scriberian came out with a very unique concept of enhancing skills and knowledge of kids by providing them coloring kits. Even parents appreciate this gesture when the kids are trapped at homes, but are getting something engaging. Of course, it has been a great way for the brand to showcase their creativity.How you can do Empathetic Content Marketing?Here are the best tips:Create personas to find out what your audience needs.Keep your content authentic and helpful and do not feed them BS.Narrate your brand story in a unique and creative manner.Marketing is not always easy and content marketing demands, passion, creativity and understanding customers to the core. Put your all in every piece of your content you create and become a market genius. 

‘Brand Empathy’ – Should essentially be used in B2B Contents

Besides crafting ultra-specific customer segments, brand empathy is more about understanding customer needs. It is actually like putting yourself into your customers’ shoes and connecting with them on an emotional, human level.

However, a lot of brands have implemented the word ‘brand empathy’ wrong till now. It is not about enticing customers, but engaging them positively.

Receiving too many useless messages from businesses sometimes seems irritating to many of us. In fact, it may lose the percentage of your loyal customers. 

Today, during the critical situation of global COVID-19 pandemic, majority of businesses are already struggling hard for their survival. Hence, brand empathy and other similar techniques are expected to bring a ray of hope in the market.

Communities have come together. Celebrities are also coming forward to cheer. In fact, we all individuals, employees, and businesses should come together to create a unified experience to everyone. 

Making the world healthier and happier would be the key to prevent the humans from being worried about their future. 

Golden Rule of Market

It should always be like ‘treat others in the way you want to be treated’. This comes under empathetic marketing. You have to put yourself into your shopper’s shoes by setting up similarity between your marketing efforts and messages. They should be relatable and exciting. 

You have to active as to constantly check what is landing on your website and what you want your first-time and regular shoppers to feel. Weave empathy for your target audience into every bit of your marketing effort.

Let’s discuss how you can achieve it following a few examples.

#1. A beauty brand ‘LUSH’ comes with a tagline – “Fresh, handmade cosmetics”. LUSH’s ‘How it’s made’ video series is an attempt to assure customers of always providing fresh and natural beauty products. Employees in the LUSH kitchen narrate step-by-step procedure about how a particular product they make while maintaining the quality and hygiene of the product.

#2. Home Depot’s content marketing focuses on how their supplies can help you, instead of what their supplies are. Home Depot caters to different of do-it-yourselfers and builders and inspire them from time to time through their infographics. They inspire their consumers to grow their own salads along with educating them on different aspects of the same.

#3. #ShowUs Campaign by Dove encourages women about body positivity and inspires them to embrace and celebrate their bodies. The campaign invites women to share their views on a variety of topics and the content helps them building a community around kindness, positivity, and self-love.

#4. The #giveextragetextra campaign by Extra encourages people to submit their photos of their everyday moments. They get those photos sketched and made some of them appear on the inside flap of Extra packaging. This unique project was highly appreciated among the public, especially the artists that has made their brand a special part of their life moments. 

#5. UK’s marketing agency Scriberian came out with a very unique concept of enhancing skills and knowledge of kids by providing them coloring kits. Even parents appreciate this gesture when the kids are trapped at homes, but are getting something engaging. Of course, it has been a great way for the brand to showcase their creativity.

How you can do Empathetic Content Marketing?

Here are the best tips:

  • Create personas to find out what your audience needs.
  • Keep your content authentic and helpful and do not feed them BS.
  • Narrate your brand story in a unique and creative manner.

Marketing is not always easy and content marketing demands, passion, creativity and understanding customers to the core. Put your all in every piece of your content you create and become a market genius. 

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The Brand
Ripa di Porta Ticinese, 73 , Milan, Lombardy 20143
Italy
+39 02 83 63 67 08