What your customers perceive about your brand is how they will feel about your products/services, so you want to establish an authentic and lasting connection. Perception is a crucial factor that influences the consumer decision process. Your target audience should be able to be described with a list of adjectives that characterize their consumer habits and lifestyles. With the use of buyer personas, which represent your ideal consumer(s), your brand should be able to identify your target audience. Three ways to establish your brand's ethos Identify your audience Consumers evaluate brands based on their character and determine which brand has the most credibility and authenticity according to their lifestyle and beliefs. As brands, a strong ethos is what makes us authentic. It succeeds when the perception of what a brand stands for matches consumer behavior. In marketing, ethos is the connection between a brand and its audience. In a brand context, its ethos is made up of the traits, culture, goals, mission, vision, and community it embodies. What is ethos?ĭerived from the Greek, ethos translates into character. When a brand's ethos is broken down, it represents the bare bones of a brand's identity and is essential for a brands success. A brand's ethos may sound like an abstract and elusive creative concept if you are unfamiliar with the term or the branding industry.
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