Thanks to technology, consumers are in more control than ever. They can research and compare brands in an instant, price-shop with just a few clicks and make a purchase even faster.
And as this control grows, brands get lost in the shuffle.
They’re easily cast aside. Overpowered by the next big thing. Deemed behind-the-times or boring.
How do you keep your brand from falling victim, too? It all comes down to relevance.
Building Relevant Aerospace Brands
You don’t need the best technology or the latest, greatest innovation to stay relevant. In fact, if that’s all you have to offer your customers, that pretty much guarantees only flash-in-the-pan success at best.
The true staying power lies with relevant aerospace brands. Brands that know how connect with their customers on a deeper level – how to engage them, excite them and keep them interested over and over.
To do this, brands need to:
- Know their purpose. What’s your reason for being? Your purpose for existing? Brands that know their purpose are able to singularly drive their efforts toward that goal. Every product is made with it in mind, and every marketing message is written for that reason as well. Think of Disney. As a brand, its purpose is simple – and one likely shared by millions of parents who buy its products annually: to make kids happy. Hone in on your simple, singular purpose and let it drive you.
- Offer an experience. It’s not just about selling products or services. It’s about delivering an all-encompassing experience that gives customers more than just one-off satisfaction. They will buy your part or system now, and later down the line, they’ll come back for repairs, maintenance, replacements or other needs. Brand loyalty develops when a customer’s need is always met – and met to its fullest – time after time. So use data and tech to anticipate those future needs and deliver on them seamlessly and with the same passion as the first go-round.
- Inspire internally. Great brands aren’t made by great marketing (of course it doesn’t hurt!) The most impactful aerospace brands are ones where internal culture has created employee-advocates – people who invest their time, energy and passions wholeheartedly into the company. They believe in the brand’s purpose and they want to share its message with the world. Invest in your people, and they invest in you. It’s a simple mantra all the best organizations operate by.
The Bottom Line
Aerospace brands that can accomplish these three tasks will consistently remain relevant – no matter what tech or developments go on around them. Want to ensure your brand stays relevant in the changing times? Haley’s aerospace branding experts are here to help.