Within your market, there are all sorts of competitors, with all types of marketing strategies. Some help their audiences with their needs and pains. Some are successful. However, they still leave opportunities on the table that could give them an extra advantage and turn them into a more likable brand to their audience.
Brands don’t fully leverage their capacity to fulfil their audience’s expectations. Although many help their audience by delivering products and services, they forget to look at signals of opportunities to stand out and deliver a much better experience to increase the number of valuable interactions. These signals are your audience’s aspirations.
Your audience also has wishes and aspirations they would like to attain in their life. Goals and aspirations can be short-term or long-term. Every individual needs to decide on its goals and aspirations as well as taking the necessary steps to achieve them. In many cases people need assistance, advice and help to realize them. Normally, people that receive help to achieve their goals feel a special bond with their helpers and contributors. They are willing to build a long-term relationship with the ones that assisted them with their success.
By providing not only quality products and services, but also valuable content to help their audiences, brands are building credibility. Some go beyond and pay more close attention to their audience’s feelings, motivations, and expectations. These brands build bridges for more and better interactions. They build trust and establish the path for long-term relationships.
Those aspirations may be related to subjects like physiological (e.g. stress management ); safety (e.g. survivalist); belonginess (e.g. relationships); esteem (e.g. weight loss) or self-actualization (e.g. time management). Pay close attention to your audience’s aspirations and evaluate the ones relating to the aspects of their life that your brand can help with and bring value to. You have immense opportunities to stand out from the competition; but most importantly, your audience will appreciate your brand better, in one way or the other, when you become part of their success.