Even though they don't have any practical use, a lot of people study and speak made-up languages like Elvish from Lord of the Rings, Klingon from Star Trek, Alienese from Futurama, and Na'vi from Avatar. But most people don't learn these languages because they are not interesting to them.

Some brand managers say that consumers aren't smart enough to understand what their brand is trying to say, or that brand agencies don't know enough about their brand to understand what it's trying to do.

Source: Getty Image

But the fact that they think this way shows how little they really know. Brand agencies can't do miracles if people aren't interested, and expensive endorsers can't help brands get noticed in a media landscape that is already crowded.

If you talk about things that don't interest your audience, it's the same as turning their ears off.

Positive word-of-mouth, going viral, getting good reviews, and user-generated content all come from brands that started out by being interested in their audience.

Brands should try to give their audiences something to talk about, something close to their hearts, and something that interests them. They should also try to drive the conversation.

Practice

Source: Clariti

To talk about what's important to the audience, a brand needs to know who they are and what they care about. To do this, you need to do market research to find out what people need, want, and like. Once the brand knows this, it can use language and messages that speak directly to its audience's interests and concerns to make its messages stick with them. A brand can discuss its audience's interests in several ways:

  • Research your audience: First, discover their likes, dislikes, and problems. Surveys, focus groups, social listening, and data analysis can assist. Brands can ensure their messaging resonate by learning their audience's priorities.
  • Brands may create buyer personas based on research to represent their ideal consumers: They have age, gender, hobbies, issues, and ambitions. Brands may target audience interests using these identities.
  • Create relevant material: Companies may create audience-targeted videos, blogs, and social media updates. Content should be engaging, informative, and shareable. Brands may build trust and thought leadership by creating meaningful content.
  • Employ the Appropriate Language and Tone: Companies should speak to their audience's interests in their language. Using the correct tone, style, and language. Brands shouldn't utilize technical jargon. Use simple terms instead.
  • Interact with Audience: Companies should communicate with audiences via social media, email, or chatbots. Responding to comments and inquiries shows brands care about their audience and want to help. This strengthens the brand-audience relationship and builds trust.
  • Monitor and improve: Companies should monitor their communications and content. This involves tracking indicators like "likes," "shares," and "comments" so brands can tailor their messaging and content to their audience.

Remember that brands can connect with their audience, establish brand loyalty, and engage customers by discussing their interests.

Example

  • Zara uses data and customer feedback to understand and respond to consumer trends and preferences.
Source: The Wall Street Journal

Zara's fast fashion methodology allows them to swiftly adapt to consumer needs and shifting trends, producing goods that match their customers' interests. They also communicate with clients on social media.

Zara also attracts its target demographic by creating limited-edition collections and collaborating with famous designers. Zara has maintained a devoted following in the highly competitive fashion market by focusing on client needs.

  • "The Rock" Dwayne Johnson has built a strong personal brand by telling his followers about his fitness and health journey and interacting with them on social media.
Source: Man of Many

He often posts about his workouts, healthy meals, and motivational quotes to encourage his followers to put their health and fitness first. He also talks about his personal and professional life behind the scenes, which helps his audience feel closer to him.

By always making content that matches the interests of his audience, he has built a loyal fan base and become a successful businessman with his own Project Rock fitness apparel line.

Source: Brands Vietnam