Find Your Brand Spark
Determine what it is about your company that is different from your competition. This can be something that is mined from your company, or it can be created. For Ernie, this meant creating an adventure theme for the Maverik brand and helping the C-Force water brand discover that their most interesting difference wasn’t purity, it was Chuck Norris.
Identify Your Core Customers
“Identify your target customers. What is it that's unique about your company that your core customers care deeply about.”
Deeply understanding your target market and what they value is the first step in creating a brand that resonates. It not only helps you fashion a look and feel that appeals to them but it also narrows your marketing focus so you’re not spending valuable dollars trying to reach people less likely to choose you.
A compelling brand story that aligns with your audience's values and aspirations can significantly enhance emotional connections and brand loyalty, driving more traffic into your c-store(s).
Create an Unforgettable Experience
“95% of all purchases are driven by an emotional connection. If you understand what makes you special, it's easier to draw the bridge or create an experience that elicits a powerful emotion.”
Being fast, friendly, and clean is the lowest baseline for a customer experience – but it’s not unique enough because everyone is trying to master it. Consider the disco ball in the HOP Shops bathrooms of Kentucky or the audacity of Buc-ee’s represented in their size and offerings. Another example would be the youthful energy of Sheetz in how their signage and marketing materials look and feel.
At its core, branding is about creating a strong, favorable difference to distinguish your product or service in the market and connecting with your audience on an emotional level.
A brand that can evoke strong, positive feelings and create an emotional bond with its customers is more likely to succeed and foster loyalty.
Teach Technology to Work for You
“Here's how I prime ChatGPT. I want to tell ChatGPT about my business, about my brand before I ask it to give me anything. I want to train it as if it was a personal assistant.”
Tools like generative AI have opened new doors for marketers, allowing for the creation of unique branding elements and marketing materials efficiently.
By inputting detailed brand attributes and desired outcomes, AI can generate logos, loyalty program names, and even marketing content that aligns with the brand's identity and tone. This technology not only saves time but also ensures consistency across all marketing materials, further strengthening the brand.
The Bottom Line
Creating a strong brand is a continuous process that requires dedication, consistency, and a deep understanding of your audience.
By following Ernie’s wise words, you can build a brand that not only stands out but also creates lasting connections with your customers.
Start today and take the first step towards building a brand that leaves a lasting impression.
The information from this blog was first presented at RTC24. Stay tuned for dates and location for RTC25 to gain early access to information like this.