You know how sometimes it seems like a billboard is shouting into nothingness? Traditional marketing has that problem. It’s the equivalent of aiming a bow in the dark and crossing your fingers. But custom printed coffee cups is like speaking to someone by their own name. Amidst all the din, it stands out because it feels tailor-made for the lucky recipient.
Envision yourself browsing your feed. An advertisement for shoes is shown. On the next screen, you’ll see a personalized message that includes your name, city, and preferred style of cool sneakers. What causes you to pause? It should be obvious. A basic human need—the need to be noticed—is tapped into by personalized branding. Even in virtual environments, people seek a sense of uniqueness.
It is supported by statistics. A Salesforce research states that being handled with respect and dignity is important to 84% of consumers. Brands gain credibility more quickly when customers see themselves mirrored in them. On the flip side, trust serves as a platform for conversion. Read reviews for five minutes. Take note of how customers go on and on about how brands “get” them. You’re engaging in personal branding there.
Now, let’s discuss the figures in your wallet. Customized emails are far more effective than mass-produced ones. The rates of opens, click-throughs, and purchases all increase dramatically. Instead of trying to guess your wants, Amazon makes predictions, offers suggestions, and subtly presses the “Buy Now” button. The outcomes are evident from the data.
On the other hand, traditional marketing reaches far and wide. Just as with TV ads, you watch them, yawn, and then you forget about them. Not even lip-syncing to your favorite song or trying to speak your dialect is being done. On the flip side, customization fits seamlessly with your flow. It tailors its messaging to your day by analyzing your data, behavior, and preferences.
Feel that familiar joy every time your go-to barista recalls your latte order? Personalized branding is an attempt to digitally convey that emotion. Suddenly, the brand takes on the persona of an attentive observer. Every time a brand acknowledges our birthdays or suggests something we actually enjoy, the barrier between them and us, the consumers, breaks down little.
Naturally, customization isn’t a magic bullet. It becomes downright unsettling when you get too intimate. Practical, pertinent, and unobtrusive—that is the delicate balancing act. If you use too little hot sauce while cooking, the result will be bland. If it’s too much, you’ll be gasping for air.
Quick thinking is necessary for personalized strategies. Both tastes and trends can change suddenly. This week’s hit might be next week’s dud. The most agile companies use a mix of facts and gut feelings to stay ahead of the competition.
Why, therefore, is tailored branding more effective? People like to stand out from the crowd rather than blend in. They would like it if a brand would give them a nod. Making a customer feel like they are the only one in the room is a great first step.