Think of brand properties like music, art, sport, fashion and so on and then think of your target markets passion points. Which property ticks the right boxes in peaking their interest?

There are three main reasons a brand should adopt a property:

Compelling content
If brands expect consumers to like, follow and engage with them, it needs its ‘owned’ channels to be more than just a sales pitch. Brands are great at creating products and services, they are however, not inherently built to develop compelling content.

Cultural relevance

Just like the saying “you are the sum of the people you spend the most time with”, this now applies to brands. Brands today have to develop a personality, they simply cannot hide behind an address on their product label. A brand personality is the means to engage with your target market on a level that connects, via a property that your consumers relate to.

Authentic connection

When executed effectively, marketing messages sent through these adopted properties, are seen as inherently native or authentic, and the target market is far more inclined to want to connect. Think of Red Bull and its authentic connection to extreme sports, it has become the preferred choice amongst these athletes and essentially they now perform a brand ambassador role without even realising it.

Dig deep into the target market, unlock those hidden insights and passion points, and identify a relevant property that your brand can own; and then add your brand’s own unique flavour to it. Why? Because not every brand can tap into music, but perhaps there is a genre that is suitable.

For instance, maybe you aren't a high-energy brand, so maybe jazz, or classical music is more relevant. The same thinking applies to fashion, sport and so on. Think broad, not niché as this may alienate a portion of your target market, then develop the compelling content, build the cultural relevance, and create those authentic connections.

For more information, visit boomtown.agency. Alternatively, connect with them on Facebook, Twitter or on Linkedin.

*Click here to read Part 1 on Why insights are so important for marketers.

*Click here to read Part 2 on The power of brand positioning and premiumisation.