By The Brand Guy
Branding seeks to create a conducive attitude for purchase. The idea is that if the psychosocial attributes of the brand – individual transformation and tribal belonging – are appealing.
The consumer will spend money, effortlessly creating a seamless translation between communication of the brand’s positive attributes and sales.
Does this hold true? Probably not.
Use the example of a group of popular people. An outsider may find the group desirable, but if the group is unknown to the outsider, the outsider will not be able to join. Similarly, if the group does not invite membership the outsider will not join.
During the Nineties, part of the preoccupation with marketing was the call to action, the invitation to the party and the conversion of communication into sales. At its simplest, the call to action was a price flash, signaling availability and cost. The next level was a call for the consumer to give the product a trial. This was followed up by calls to repeat the purchase. “Remember to stock up.”
The call to action is no longer a prominent facet of communication, yet it should be. Branding that does not lead to sales is more akin to art, an aesthetic without a contribution to the bottom line.
Yet an examination of prominent influencers shows that they apply calls to action of varying degrees of subtlety. One example, close to home, that springs to mind is a US national who visited Namibia and actively recommends visits to the country based on what he perceives as its quality as a destination.
How should the call to action be built into the communication?
Sometimes, it’s as easy as an invitation to make a call or visit a website. The simplest way is to follow a basic customer journey. Awareness could be ‘did you know’? An introduction. Demand could highlight the problem that the product solves. Acquisition could be pricing and availability. This alone can have an incremental impact on the bottom line.
Donald Miller’s story brand method is worth considering in light of the story brand methodology that has recently gained traction, particularly with Generation Z. For those of you who are new to it, the seven steps are thusly…
A relatable character is central to the narrative, serving as a means for the audience to self-identify. This character encounters a specific problem that highlights their unsatisfied needs, creating a connection between their situation and the audience’s own. The character’s journey leads them to meet a guide, who represents the brand or product as a solution to their problem.
The guide provides insight or tools that enable the character to overcome their challenges. In doing so, the brand issues a call to action, urging the character (and by extension, the audience) to adopt its solution. This call is framed as a challenge, a proactive step that the character must take to avoid failure or further dissatisfaction.
Ultimately, by adopting the brand, the character resolves their needs, achieving success. This resolution transforms the character, symbolizing the transformative potential of the brand, which elevates the individual through its adoption.
In this methodology, the call to action is central in the fourth step, however each of the steps that are wings to the central step contains an opportunity to place a call to action.
In a nutshell, calls to action prompt immediate engagement, encouraging potential customers to take a specific step, such as giving the product a trial or purchasing. They create urgency when immediate sources of transactions are needed, and guide users toward those outcomes, ultimately boosting conversions and helping businesses achieve their marketing objectives efficiently.
If your communication does not contain calls to action, you need to consider what you are communicating.
*Pierre Mare has contributed to development of several of Namibia’s most successful brands. He believes that analytic management techniques beat unreasoned inspiration any day. He is a fearless adventurer who once made Christmas dinner for a Moslem, a Catholic and a Jew. Reach him at contact@pressoffice7.com if you need thought-leadership, strategy and support.
