Today’s post was guest written by David Webb.
Your brand determines how customers perceive your company, including your logo, product, and website pages. An amazing image is the reason why customers flock to some stores and line up for hours in order to get their hands on the newest products. On the other hand, shabby reputation is often the culprit for business failure when companies fail to use the power of branding to the fullest. There are many crucial components that make or break a brand, so let us go step-by-step.
Unveiling the true identity
Creating a great brand that inspires loyalty may seem like a monumental task. Namely, a positive image takes years of constant effort to build and only one mistake to tarnish. Also, brands operate in a highly dynamic and complex environment. The competition is getting bigger and bigger and points of contact with customers more numerous. It does not help that the customers are spoilt for choice and their expectations are higher than ever.
Still, consistency is the saving grace; the key to unlocking the full potential of branding. First off, your brand must echo company goals, mission, and values. For the time being, there is no need to go into further detail and specify the necessary means for accomplishing your objectives. You can write a single-sentence vision statement and let it be your guiding light. Of course, to pull this off, one has to have a valid mission statement beforehand. These elements allow you to find yourself first and then go on to find customers.
Just bear in mind that being truthful is the only way to lay the groundwork for customer loyalty. A product is supposed to solve a problem for a consumer and deliver on a company promise. But, without promotional activities and nice packaging, all the efforts can be in vain. This is to say that companies must gain buyers’ confidence and prove that they are worth their trust and money.
Adjusting the aim
Thus, instead of evoking visions of great success, put the consumer back into focus and build your operations and strategies around that axis. The good news is that there are a variety of ways for startups to get to know their customers. So, kick off your branding by conducting market research. Strive to discover specific market needs that you mean to address. Take a look at what the competition is doing, but create your own unique brand persona.
You need to speak with a distinctive voice and use the right tools to amplify your messages and ensure that they resonate with people. Position your brand in such a way that it is visible and appealing to the target audience. At the same time, tie your branding strategy to the overall business model. Try not to spread yourself too thin and waste resources by trying to reach everyone. You’ll never be all things to all people.
Keep them coming back
Furthermore, superior customer service plays a major role. Thus, Customer Service departments have to be on top of issues that bother consumers and address them promptly and effectively. In today’s world of omni-channel communications, interactions occur online, via phone, and in person, so there is quite a lot to keep track of. Note that modern technology and resources on the internet pose an incredible opportunity to rise up to the challenge and humanise your brand.
Therefore, set up accounts on major social networks and reach out to your audience. Take advantage of channels like instant messaging and craft amazing content. Soak in the feedback and fine-tune your digital marketing campaigns. Delight people and add value to their lives. Tell a strong, compelling story that draws people in and keeps your brand on top of their minds.
Bring it all together
Your brand image acts as a lens through which the customers observe you. So, regularly evaluate your branding activities and step up your game. If you want your brand to encourage customer loyalty, you have to identify, meet, and exceed consumer expectations. Aim your marketing weapons well to hit the mark. Provide a stellar customer experience and put your best foot forward. If you manage to shape people’s perception, you will also be able to influence their behaviour and ultimately earn their loyalty.
David Webb is a Sydney-based business consultant and online marketing analyst. With six years of experience and a degree in online business strategies, he is driven to help people to better understand this new digital age. In his free time, David enjoys writing, travelling and an occasional night out with his friends. He can be contacted via Facebook, Twitter, or via his posts on Bizzmark Blog
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