How to Brand for the Sexes
When it comes to the battle of the sexes, who should you target in your marketing message…primarily men, women, or an equal share to both?
It may surprise you to learn that in 85% of households women are the primary decision-makers for consumer good purchases. As such, we as business owners need to be very cognizant of how we brand to the female persuasion. However, at the same time, it’s still important to keep the male population in the equation, but as a more secondary target group.
When it comes to what women are looking for and buying, social media plays an immense role. In fact, when you look at some of the top social media channels such as Facebook, Twitter, Pinterest, Instagram, YouTube, Google+ and LinkedIn, four out of the seven have a more active female audience.
- 58% of women get more news from social media compared to 42% of men
- 53% of women are likely to access deals for certain brands or items through social media compared to 36% of men
Did you know that women are the principal decision-makers for consumer goods in 85% of households?
Here are six strong strategic branding moves that will reach the purchasing power of women, without turning your back on the men.
Visually Enticing Branding
It’s human nature to be drawn to visuals, especially if there is some sort of appeal. Good design will engage your customer, whether male or female. And the more intriguing your design is, the better chance it will be shared. Speaking of sharing, the social media site, Pinterest, is highly active in sharing and is primarily visual.
- 80% of Pinterest users are women
- 33% of US online adult females use Pinterest, compared to just 8% of men
This in itself defines how visual women really are. That being said, you must not forget to be consistent with your branding. Your print materials, as well as your digital media should not differ when it comes to colors, logos and placement. Coupling appeal with consistency will ensure your brand is recognizable.
Careful with Color
Ahhh the power of color… Color increases brand recognition by up to 80% and can instantaneously convey meaning without using words. So it is key to be mindful of the colors you choose in your branding and design. You may guess that blue is a favorite for men, and you would be right. However, did you know that blue is also the top choice for women? Of course, this is not to say that using blue is the be-all, end-all.
Studies also show that women prefer softer colors, while men prefer bold colors. Women respond to more than just “pretty in pink,” so be sure to do your research as to what colors work best for your brand and target audience.
Brands with Dimensionality
Do NOT be one-dimensional with your message. Appeal to both the logical and emotional side of women. Do not focus on how they differ from men, but cater to all their needs. Rely on what motivates women and how and why they connect to certain brands.
Women tend to ask themselves these questions before they buy:
- Do I really need this?
- How will this improve my life and my families’ life?
- Is it worth the price?
Using empathy to show how a product or service can enhance a consumer’s life will go a long way. With the right mix of factual and emotion-directed information, you will stimulate the brains of both women and men.
Clear, But Intelligent Message
Product messages need to clearly communicate all the benefits without taking away from the visual appeal. One of the largest factors in a women’s decision making process is health. Connecting to what consumers care about most is crucial to branding.
While having a clear message is important, let’s not forget to acknowledge a woman’s intelligence. Stereotyping women is probably the worst thing you can do, especially in this day and age when most female stereotypes have been thrown out the window. Women want to be and should be taken seriously, so make certain you have a clear, but intelligent message.
It has been said that that the female brain is programmed to maintain social harmony. If this is the case, then it’s best to avoid negative campaigns. A product or service that has the ability to enhance your life will have a positive impact.
When companies surround themselves with a cause, women are more likely to view them in a positive light and support them. And a brand with a good reputation is more likely to be recommended to others and have loyal customers. The bottom line is, being positive is a benefit to all.
Be A Social Brand
As stated before, women are more likely to interact with brands through social media. So if you are looking to reach that female population, it is crucial to have a social media strategy:
- 49% of U.S. women visit social media sites more than once a day, whereas only 34% of men do
- As of 2015, on Facebook, women have 55% more posts on their walls than men
Social media is about engagement, relationships, and developing a loyal following. Overall, the benefit of social media is to humanize a business, so it can develop a deeper relationship with its customers. The more real and relevant you are, the higher the likelihood a person will share your content (woman or man). And smart brands will make it easy to give us numerous opportunities for sharing information.
For more valuable information on branding, visit our “Less Work, More Money” blog on branding 101.
Remember, you never have to go it alone. Turn to the experts at Exceller Marketing for advice or a FREE brand strategy consultation.
Best regards, until next time!
Exceller Marketing is a full-service marketing firm and website design agency servicing small and medium businesses, as well as entrepreneurs in Westchester County, NY and the tri-state area. With powerful traditional and digital marketing communications, coupled with business development, we keep our clients ahead of their competition.