Drive Brand Preference

Create a brand connection by focusing on personal benefits for the audience

To effectively drive brand preference, it's time to focus on your audience, not your brand

Only about one in four stakeholders can see a difference between brands in a given competitive set. This means all the work organizations put into differentiating their brand from competitors more often than not falls on deaf ears.

Winning companies drive brand preference by creating a brand connection with their audiences. But what is the best way to make this connection?

Many companies focus messaging on shared values

The most effective brands orient their positioning and messaging to one or more of nine personal benefits. Unlike shared values, personal benefits help audiences feel better about themselves, not the company — key when it comes to nurturing long-term loyalty. In fact, this approach is three times more impactful.

Download our infographic to see the nine personal benefits you can use to create a brand connection and drive brand preference.

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