How to Use Rhetorics to Boost Your Brand Voice?

Rhetorics in Marketing 

Rhetorics is the art of effective speaking and writing. This art can be leveraged in building your brand content in a manner that communicates your message to your audience effectively. In simple words, applying certain elements of rhetoric can boost your brand voice. 

The art of effective communication is not just used in particular circumstances but is embedded in human thought and expression. We are using it all the time, consciously or subconsciously. It is not just about how to persuade a person but about understanding how human language and communication work. Hence, in marketing, Rhetorics refers to understanding your brand and its goals and further communicating it with the help of certain elements.   

Elements of Rhetorics

Pathos: Evoking Emotions in Your Content

Emotion stimulates our mind 3000 times faster than rational thought.

Businesses are not B2B or B2C, they are human to human, that is H2H and human beings are driven by emotions. A piece of information can easily slip from your mind, but an emotional story is hard to forget. By creating a pleasant emotional response, your content becomes instantly memorable and is remembered for a long time. The experience you provide induces gratifying feelings in the person and they automatically start associating their feelings with your content. For forming more such associations you can follow a variety of ways. 

Include Your Customer Value Propositions

People always look for relatable content. Tell your audience how your products or services inculcate your customer’s values and personality.  

Adapt to Your Audience’s Culture

Understand your audience’s existing knowledge and habits of thinking and use them as a resource tank for your communication.

Use Spellbinding Words

Choice of words plays a crucial role in brand content. Trigger your audience’s imagination by using evocative words to communicate your message. 

Narrate a Story

No one wants to hear monotonous information. If content cannot hook a viewer’s attention then it lacks enticement. By forming and narrating stories you can make your content interesting and memorable. 

Use Music and Imagery

Music and visuals are the best resources that you can avail of to add life to your content. Use powerful images and suitable music to get your audience gripped.  

Quick Tip – You can use versatile emotional graphs to create stories that affect the audience. When you introduce a situation with a negative emotion followed by a solution that induces a positive emotion, the story becomes impactful. 

Kairos: Finding the Right Moment in Time

Time evokes opportunity, and that’s extremely compelling.

Time acts as a tool that collects your audience’s attention to specific topics more than others. When you curate these topics in your content, you automatically catch your audience’s attention. The ever-evolving market comprises changing needs, trends, and desires. Understanding them, from time to time can give you the right pick-ups for your marketing content.

Create a Sense of Urgency

Marketers create a sense of urgency in various ways which impact their audience to give more significance to their information as it is time-bound. Limited offer sales, call to action, buy now, are some of the examples of this strategy. 

Adopt the Latest Technology

The people you target to appeal are visiting a plethora of websites and social media channels every day. They are well aware of ‘what’s new’ and what gives them a better experience. 

Include SEO Researched Key-words 

A keyword that is trending this month will be replaced by another keyword a few months down the line. That is why good SEO research assists in driving traffic to your content. 

Empathize with Your Buyer’s Journey 

Guide your buyers along the purchase journey. Be aware of what their thoughts and responses are likely to be at each stage and interact with them accordingly. 

Telos: Defining Your Purpose

Brand’s purpose is your brand’s superpower.

The purpose of a brand is the impact that you wish to have on your customers and society as a whole on a long-term basis. It is beyond profit-earning which is basic to each and every brand. Building a brand culture, brand purpose gives rise to emotional touchpoints with which you connect with your customers. 

Brand purpose helps you set a target point. Once you are aware of that point, you can ideate a number of ways to reach there. This paves way for creativity in your brand content that revolves around a particular brand purpose. Through your content you can teach your users, you can make them laugh, you can make them curious, or even narrate a story. Perhaps, everything that you decide to do becomes meaningful once it aligns with the purpose of your brand. 

Some key advantages to having a brand purpose are –

  • Your brand purpose benefits not just your customer but society as a whole
  • It can help you build a strong emotional relationship with your customer
  • A unique purpose can distinguish your brand from that of your competitors 
Quick Tip – To define your brand purpose, make your brand core values and mission statement explicit. To gain clarity on your brand voice – document a description of your audience, the way they speak, and your ideal relationship with them. 

Ethos: Leveraging Your Credibility

A brand is simply trust.

Choices are highly influenced by trust and this is especially true for a long-term relationship. With so many options in hand and a bunch of insecurities, a person would select a brand that wins its trust easily and profoundly. A brand with a good reputation and word of mouth definitely has a higher likelihood of being trusted. 

Ways of developing credibility for your brand – 

Keep Things Consistent

Whether it is your brand website, product advertisements, or social media content. Consistency in the tone can uplift your brand image. 

Add a Spotlight to Your Achievements

No matter how big or small an achievement is, you can showcase them all. From earning your first customer to achieving milestones. Each and every achievement counts. 

Use Testimonials

Collect your client’s testimonials from online reviews, social media, and surveys and use them to boost your business’s credibility.

Publish Thought Leadership Content

By publishing, perspective, and advice from your company’s leaders on current trends and news will showcase your brand’s expertise and experience. 

Collaborate

You can collaborate with influencers and content creators that match your brand values. It adds a human touch to your content and can increase engagement. 

Logos: Curating Your Content with Logic

Information dressed with facts and figures is highly convincing, credible, and emotionally reassuring.

When you explain your information logically to your audience, supported by facts and statistics, they are compelled to trust you. That is when they build credibility and find meaning by associating themselves with the information provided. It helps them make an informed decision, as well as explain their decision-making basis to anyone they may communicate with. 

The logic-driven approach is particularly useful in the B2B sphere where a company has to make the best use of its resources and money. In order to curate logical content, the following points can be kept in mind-

Check Your Content’s Authenticity

Make sure the content contains correct factual information and is technically sound. You can add the sources of the information to validate your research and argument. 

Do Good Research

Good research always raises the bar of your communication. Before forming a piece of content, research it. Also, check what your competitors are doing to make your content different and valuable. 

Verify Content’s Utility

Keep yourself at the user’s perspective and check the utility of the content. Is it actually delivering the intended message or is it losing the game?

Use Objective Tools

Include objective tools such as graphs, statistics, and numbers to prove arguments. These tools are easy to understand and read. These can be used in a number of creative ways to communicate your desired information.  

With the help of these elements of Rhetorics, you can make your brand voice impactful and authentic. Well-strategized content is a long-term investment that results in well-established brand identity. Such an accomplishment is possible by understanding the utility of Rhetorics in marketing. 

How Can ANS Commerce Assist You? 

Building a brand requires working on multiple aspects altogether. While you focus on your core offerings and products, we are here to handle everything e-commerce for your brand. Our team of experts is approachable to give you expert guidance and support. From brandstore tech and performance marketing to marketplace management and warehousing, we got it all covered for your brand.

To connect with our team, you can request your free DEMO today. 

How to Choose a Name for your Brand Store?

The name of your brand is a powerful asset to your business. It is an opportunity for your brand to be memorable and remembered. Within a fraction of seconds, it can convey the idea of your brand or engage your audience to learn more about your brand. Hence, investing in a structured thought process to come up with a powerful name for your brand can be rewarding forever. 

“Your brand name is more than just a word, it is a frequency that is going to resonate in the world of your target audience”

When deciding a name, you can literally get a plethora of thoughts buzzing around your head like bumblebees. While it is a great idea to hear all your thoughts, it can be helpful if you absorb certain knowledge coming from the experiences of the world around you and structure your thought process accordingly. Learning about certain points to consider while making your decision, figuring out a strategy that fits your brand goal, and finally going through certain examples of our partner brands and knowing their brand name story. 

Points to consider when choosing a brand name

Keep it simple

A simple name is always easy to remember. One that is easy to pronounce, concise, and pleasant to hear, is never forgotten. Take examples of the songs you like to hear, have you ever had to put a lot of effort to understand or learn them? Your mind learned them without so much conscious effort because they appealed to you, were catchy, and melodious. The same psychology can be applied while figuring out a name. A short and simple one-word or sequencing of two rhyming words or alliterative short words can help you come up with something pleasant and interesting. 

Consider your future vision

You might turn up with a certain name but if you haven’t considered the aspect of your future vision then you need to give it strong consideration. A cross-check about whether the name of your brand aligns with your long-term futuristic goals will help you get re-assured if the name will always work for your business. You can start your business small but ultimately you would want to grow your business. You might be selling certain products initially but in the future, you might incorporate other products too. Hence, keeping the aspects of the future of your business in mind will help you come up with a future inclusive name.

Pick up relatable words 

Aligning the objectives of your brand with its name allows your audience to understand your work by using logic. For example, if you sell home decor lights then keeping a name like – Bright Addition is more logical than keeping the name Pink Valley. A relatable name helps the audience to make more sense of the product range and brand objectives. It helps them make better associations between your brand name and their needs from your brand which ultimately makes your brand memorable for them.

A meaningful name builds strong brand connectivity

Find out a meaningful name, one that reflects your niche, brand identity, and type of products you will sell. This will help you make better brand connectivity. 

Quick Tip – Make sure before deciding your brand name, you have a clear idea of your brand identity, its core values, value propositions, ideas, kind of products, and future vision, as it will help you align your brand aspects with the name of your brand. This will allow you to formulate an all-inclusive brand name. 

Ensure domain name is available 

When you decide on a name, you would also be finding a domain name for your online business. While searching for domain names, you need to check for a name that has not been taken prior. You need to check this for your website as well as social media handles as you will prefer to keep a constant name to maintain consistency.

Quick Tip – .com is one of the most popular top-level domains, hence it is challenging to find the same. But don’t fret if .com is unavailable as a domain for your brand, going with snazzy domains that are unique can also rank well on Google if the website is of good quality and offers a good user experience. 

Strategy to finalize a brand name 

Determine what you want to accomplish

Visualizing an outcome before working for it is the best way to approach a plan. How do you want your brand name to interact with your audience’s mind is the foremost question that you need to ponder over. Do you want to create a visually appealing experience or a pleasant sound? Do you want the audience to decode a message immediately as they hear your brand name or do you want to make them more curious to find out more about your brand? You need to sketch a clear picture of the experience you want to create for your audience. 

Your brand name can create a buzz. But how do you want to do it? 

Types of brand names –

  • Founder/ Inventor’s name 

If you want to use a person’s name as your brand name then it can be a good idea. But make sure the name is not very challenging to pronounce or else it will be difficult to remember. 

  • Describe an image

The hack to creating images is using words that the audience is easily familiar with. For example – Burger King. We all are familiar with burgers as well as kings. Even though we might or might not imagine a king eating a burger but we will somewhere visit the memory associations of our brain that will produce images of burger and king and ultimately we will remember the brand name. On the other hand, we are also familiar with Enterprise solutions but none of them form an image in our minds because our brain memory doesn’t have strong associations with these words. Hence, if you are looking for a similar experience then brainstorm words that align with your brand goals as well as simple memory associations of your audience. 

  • Describe an experience

If you want to describe an experience. For example – An adventure sports brand was named ‘Energy Flow’. When a person comes across this name, it automatically feels a rush of adrenaline or an image of similar associations related to ‘energy’ and ‘flow’ in the mind. These verbs help build an experience in the minds of the audience and such experiences are hard to forget. 

  • A meaningful name 

If you want your audience to connect with your brand value propositions through the name of your brand in one click then work out a meaningful name for your brand. 

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Quick Tip – Brainstorming words that connect with your brand’s value propositions can help you come closer to your objective of forming a meaningful name for your brand. 
  • A name which is not an existing word 

You can also formulate a name that is not an existing word at all. It allows you to be unique and stand out from your competitors. 

Evaluate your names objectively

You can evaluate your brand name’s effectiveness by considering the following points  

  • Check originality of your brand name
    It is crucial to check whether your name is original, that is, it has not already been picked up by any other business. Choosing a name that infringes on any other company’s trademark can lead to complications and you would ultimately have to change your name. 
  • Envision your marketing strategies before hand
    Planning strategies that you will apply to market your business and its products to your target audience will help you in your brand name decision making. Visioning your promotion strategies will help you understand how you can integrate your brand name in your marketing plan beforehand. 
  • Ask yourself
    Self-satisfaction is the primary objective of evaluation. If you are yourself unsatisfied with the name of your own brand, you won’t be able to feel connected to your goals. If you are satisfied with the name then go to the next step of evaluation and ask your friends and family about the same. 
  • Ask your friends and family
    It can be a good idea to take feedback from your friends and family as they can serve as a sample to verify your choice for your larger target audience. 

Examples of our partner brands who chose their brand names wisely

Xante

Being a wholesome nutrition brand the name Xante stands for excellent health. The letter ‘X’ in Xante is derived from eXcellent, which further combines with a french word ‘Sante’ which means health. You can learn more about Xante at https://www.xante.in/ 

Akiva

Akiva is a meaningful brand name, it means ‘To protect or shelter’ in the Hebrew language. 

True to its mission of providing health care, the brand name connects with its mission and vision. Being a simple and unique name, it is hard to forget. To shop with Akiva, you can visit https://akivasuperfoods.com/

Curio Cottage


The brand started its journey by selling Curios and Jewellery in a cottage, hence the name. It’s a simple and straightforward name that is true to the brand’s value propositions and reflects the roots of its journey. You can check their jewelry collection at https://www.curiocottage.in/

Remember, the name of your brand is not just the title of your brand story but also a significant element of your long-term brand experience. It is an asset for your promotion strategies and an element you will always be playing creatively with. An efficient thought process aligned with your brand value propositions and differentiation touchpoints can make your brand stand out in the marketplace. 

We have curated a #brandlogoseries where we have showcased the thought process of logos of different brand partners and how every logo speaks a story! To check out the logos, their visual details, and the stories behind them, visit our Instagram Page.

How to Create your Brand Color Palette?


The colors of your brand form the first impression of your brand in the minds of your customers. In less than a fraction of a second, they communicate your brand’s idea to the viewers. Being a strong medium of visual communication they have the power to –

  • Make your customers feel and behave in a particular way by evoking certain emotions 
  • Direct your customers to take a particular action
  • Grab the attention of your customers to a particular element
  • Enhance your brand’s awareness and make it memorable 
  • Make your website elements better visible and readable

According to scientific research, a person starts to form an impression in less than one-tenth of a second. 

By choosing the right colors you can form a suitable color palette that will help you in forming effective branding and marketing strategies that make a difference. Before you select the colors for your brand, you must be able to identify your brand with its values and mission statements. A simple process when followed in a step-by-step manner can make the whole idea of color selection easy and effective.

Define your Brand’s Identity

Before deciding the colors for your brand color pallet, it’s important to know what your brand stands for and what makes your brand stand out from its competitors. 

Write down your brand’s value propositions and mission statements in an authentic, clear, and precise manner. Highlight the main words which will help you condense down to certain strong words that define your brand in the best possible manner.

Quick Tip – Brain-storming followed by mind-mapping of the strong words of your brand can help you expand and then contract the necessary terminologies into categories. 

Understand the Psychology of Brand Colors

By now we have realized how color is a powerful asset to our branding and marketing business. Now, we need to understand how the psychology of colors works in order to gain the necessary knowledge to apply for selecting our brand’s colors. 

Each and every color holds certain meanings and evokes certain emotions. Red stimulates passion and vibrance while yellow is more cheerful, friendly, and warm. Although our interpretation of colors is subjective and can vary from person to person, there are certain generalizations that can help us make a better decision. 

Apart from understanding the meanings that single color holds, we need to learn how to interpret color combinations and how they are being used by different brands today. Color theory gives us useful insights to strengthen our understanding of colors. 

Color Theory and Types of Colors to use for your Brand  

  • Primary colors – The primary colors of your brand are the colors that define the major characteristics of your brand. The colors that fall under this category are – red, blue, and yellow. 
  • Secondary colors – These colors are created using primary colors. They compliment your primary colors. Secondary colors can be used in multiple ways along with primary colors. The colors that fall under this category are – purple, green, orange. 

Choosing Color Combinations 

  • Using contrasting colors – These are the colors that are located opposite to each other on the color wheel. To create a contrast, one can also pick colors apart from these that juxtapose well with each other. Choosing contrasting colors can create a lively, quirky, and funky essence. It can also be used to highlight certain elements of the brand. 
  • Using analogous colors – These colors are the ones that are located adjacent to your primary color. This color palette can create visually appealing designs. 
  • Using monochromatic colors – These colors are shades and tints of primary colors. Using different lighter and darker shades of the same color together can build a unified and soothing color palette for your brand. 

Align your Brand’s Identity with the Right Colors and Color Combinations

Finally, you can align the words and ideas that define your brand’s identity with the colors and color combinations that convey the same message. Pick up certain colors that strongly support your brand’s identity and color combinations that justify your brand’s idea. Try different color combinations and see which one best suits your idea. You can use certain tools to check your color selection.

Now that you know how to pick up colors for your brand, you can start creating one. Do not forget to follow the process. The brand color palette is an essential part of brand marketing and business strategy, that is why you need to select your colors thoughtfully. Once chosen, you can add the main colors to your brand’s logo and can use the entire color palette to design the various tools of your brand marketing. 

The logo is a strong visual representation of your brand. It narrates the story of your brand in just a glimpse. With appropriate colors and a clear story, you can make a difference. Check out the brand logo story of our partner brands on our Instagram account.

Gamification Marketing: Fuel your Business by Incorporating these Tips in your Brand Strategy

In a world where people are overloaded with advertisements, they have an infinite number of options to choose from. Not only has it become difficult but also very important to pull off their undivided attention. But the question is how? Gamification is the answer to this problem as it encourages people to engage actively.

We all love playing games as it challenges and rewards us. It is not just a source of entertainment, but also engages customers and can be a powerful tool.

What is Gamification Marketing?

“Gamification is the process of incorporating the game mechanism into an already existing system to entice the customers.”

marketing

Gamification is a marketing tool to pull off the customer’s attention. In the language of marketing, gamification strategy begins when a business uses a popular game to promote its brand while offering rewards and incentives to people. People are more likely to engage when they have a chance of achieving something. This way you can indulge your customers while using gamification as a powerful marketing asset! 

6 tips to enhance your brand strategy with Gamification Marketing

1. Enhance your strategy by introducing creative rewards 

To ensure the ultimate customer interaction and engagement, you must come up with creative rewards. No, we are not talking about expensive gifts, rather social recognition resonating with your business. 

For instance, if you are a Jewelry brand, making customized jewelry. To increase your social media presence, you can launch a campaign during the festival season, encouraging people to post a video wearing your jewelry. Ask them to use your brand’s hashtags as they tag you. This will increase your engagement and as a reward, you can feature the best participant on your official social media page. Micro influencers love to participate in such community building activities. 

2. Celebrate and appreciate all the users

users

The best rewards are for the ones who possess proficient skills and give the best performance. But, will you forget the ones who tried and were not able to do well? We can’t afford that. Our ultimate goal is to engage customers and it is imperative to keep in mind all the participants as essentially they are your actual customers. Sometimes even a “thanks for participating, we value you” is more than enough to motivate them to engage in the future.

3. Monitor the process

Tracking the process has two-fold benefits. Firstly, it’s beneficial for your users. Customers are very keen to know where they stand to win rewards and gifts.

Secondly, tracking the process is not only beneficial for customers but is of vital importance for the brand itself. Brands get to know whether the strategy is driving their business goals or not. Tracking makes it possible to get a quantitative measure of their progressions and to know about where they are lagging. 

Quick tip: Want to monitor your performance? Having captured all data and user logs for analytics and insights, Kartify – our brand store tech – lets you create custom reports. To know more, request your free DEMO now! 

4. Incorporate real games

If you choose to integrate gamification marketing into your platform, you have to play smart. Incorporate real games for your customers and see how they welcome it. If they like your game, they will be curious to interact with your brand. Moreover, this will also show the authenticity of your brand.

Quick tip: Incorporating games such as Spin a Wheel, Chess, etc. are the ones people love to play, helping your brand to generate more leads. 

5. Keep the gamification process simple

Since the main objective of the gamification process is to generate leads and boost sales through a prescribed path, it is important to keep the mechanism simple. If it requires multiple pages to participate in a contest, people will pull-out, leading to high bounce rates and low engagement rates.

6. Understand your Target Generation

generation

Before you set any marketing strategy, always remember the type of audience you are thinking to target and then analyze what are their expectations and what drives them. For instance, Gen Z & Y may like your game. But Gen X might not like them as much. You need to keep in mind the type of products, rewards you are offering to the type of audience you are targeting, so you could engage them accordingly. 

Gamification is quite a competitive strategy as there could be many errors, but you can eventually learn from them, making it a perfect method to engage with your consumers. It is all about how well you take the opportunity to increase your brand visibility. 

Delight your Customers: 6 Attractive Valentine’s Day Marketing & Branding Tips!

Valentine’s day is globally recognized as a day of love and affection. While some of us consider it a day to charm our romantic partner, many acknowledge it as a day to strengthen the bonds with family and friends. No matter what your idea behind this day, one thing is sure, you definitely need to revamp your digital attire to entice the people. 

“In the 1300s, Valentine’s Day officially became a holiday associated with love.”

If your business offerings do not revolve around traditional love gifts such as chocolates, jewelry, cards, and flowers, worry not, as your business can still ace the day with a few charming marketing tips. Let’s have a look at the Valentine’s Day Marketing and Branding Tips!

Valentine’s Day Attractive Ideas to Delight your Customers!

1. Improvise your product packaging

People love the idea of customization, especially during occasions like these. Offer custom packaging to your customers. Instead of using plain plastic packaging, improvise it a bit with heart-shaped transparent plastic sheets. You can also include love quotes inside the box.

Quick tip: You can offer free gift wrapping on Valentine’s Day. Include an option at the checkout time asking customers for the name of the recipient. You can also communicate this idea over emails, or on the homepage of your brandstore. 

2. Market the idea behind E-Gift Cards

Last year, amid the Diwali season, the idea of giving e-gift cards or online tickets to loved ones became a big hit! E-gift cards are an amazing option at times when you are in a complete dilemma and can’t think of a thing to gift. Around the love week, start your promotional campaigns by introducing your digital gift cards.

3. Generate time-sensitive offers to create a sense of urgency

Time plays an important role during special occasions. People don’t want to lose a hold on discounted prices and amazing deals, and you can take the advantage of this. Create deals and promotions on your landing page with countdown timers that you can easily customize with ad customizers. After you have started a time-sensitive campaign, go ahead with persuasive marketing copies that say “HURRY only 2 left”. This not only boosts your sales with a sense of urgency but also viral your campaign for a specific point of time.

Quick tip: Tailor your campaign ideas with love-themed coupon codes such as LOVEU20!

4. Send Valentine’s Day themed emails

The whole idea behind email marketing is to remind your customers about the upcoming trend/season, thereby dropping them in the sales funnel. Around this day, make a Valentine’s Day-themed email with a short crisp copy. Here are a bunch of ideas you can formulate your email content around: 

  • Announce upcoming offers and discounts 
  • Curate a ‘gift guide’ blog, including your offerings with images redirecting to the product page
  • Include competitions and contests around love week

5. Support a local cause by showering love

Club with a local charity, organizing Valentine’s day fundraiser. To communicate the idea, add an option of the donation on your website, making it easier for customers to support it. You can also communicate it via different social media channels. Though this won’t boost your sales immediately, it’s an incredible idea to show how you care for society. This will make your business more credible and will give a reason to people to choose you over others. 

“Corporate social responsibility campaigns are a great way to manage your brand’s reputation. Moreover, you get support from social activists and philanthropists.” 

Quick tip: While communicating, don’t forget to highlight the details such as the name of the non-profit-organization you will be collaborating with and the cause you are supporting through this action. It gives people a reason to believe your brand. 

6. Put on a romantic dash on your website

Colors play a major role to reflect your corporate identity. Add a hint of romance to your website while playing with colors. You can also tailor the logo of your brand to make it valentine’s day ready. A logo is the voice of the brand and playing with it is not an easy thing to do. You can’t change your logo altogether for a temporary festive season. But adding a few festive elements will build a connection with your audience. 

“Keeping harmony between bright hues and minimal design is the key to steal your customer’s heart.”

How to do it?

Don’t know how to do that? From checking your brand logo to creating account progress reports to optimizing the load time of the website, ANS Commerce provides you with performance marketing solutions across various channels with a special focus on sales and ROAS. Request your free DEMO now!

What can you expect from us?

  1. Account Hygiene: Be it checking your brand’s logo, getting ad copies approved, or creating account progress reports, we keep our eyes open to assist you anytime.
  2. Tech & Product: We help you in everything from building XML feed for fetching product info to auto sorting of products basis CTR.
  3. Business & Analytics: We have in-house tools for driving market automation and insight mining.