How Branding can Enhance the Customer Experience
This is a guest post from Gloria Martinez (see her bio at the end) – thanks Gloria.
As a small business owner you’ve got a lot on your mind. Ultimately you’re trying to grow your business, deliver a great product or service and make some money!
Here’s an idea that can help you: Branding can be one of the best ways to enhance your customer experience with your business. That’s because when done right, branding can evoke those feel-good feelings that can only come with time and familiarization regarding reaching out to customers in a personal way.
Branding usually involves creating a multitude of elements for your company so that it is visually appealing. Therefore, creating a winning branding strategy is a bit more complex than just creating a marketing plan, although this does form part and parcel of your marketing strategy. It is largely about how your customer experiences your brand and whether this is positive or not.
Of course, developing an effective branding strategy is essential for any business looking to make an impression with their target audience. Having a comprehensive brand plan in place can be the difference between success and failure. Creating an identity that conveys trustworthiness and authenticity, while standing out from the competition, all play a significant role when it comes to engaging customers. Additionally, strong branding encourages customer loyalty, as individuals tend to feel more positively towards familiar brands over unfamiliar ones.
Furthermore, a well-defined brand also helps to maintain consistent messaging across multiple channels and platforms, allowing for greater reach and engagement with potential customers. By staying consistent with the look and feel of a company’s branding strategy, it becomes easier for audiences to recognize them among their peers. Ultimately, creating a winning branding strategy should be one of the primary areas of importance for those wanting to gain visibility within their industry and make their presence known.
Unless you know who it is you are targeting, you cannot expect to hit the mark here. This is why knowing who your target audience is through and through is so vital in your branding as well as your marketing strategy, as this will allow you to create a branding message that is going to speak to your audience rather than at them. However, you can only identify your target audience once you know what your value proposition is and how this translates into meeting their needs.
A good starting point is to understand the demographic profile of your target audience, such as their age, gender, geographic location, education and income levels. Taking the time to analyze how this impacts the way you communicate with them is invaluable. It’s also important to consider other factors such as their motivations and interests. Make sure you understand what emotional connection exists between them and the product or service you are providing. Finally, it’s important to look at how you can reach out to your target audience through different channels – both digital and traditional – based on their preference for communication. Doing this work upfront can bring significant rewards in terms of end-user engagement down the line.
As mentioned before, branding is a conglomeration of various elements to ensure that your brand message delivers the way you want it to. Therefore, good branding must include your brand identity and brand image, your culture or values, as well as your brand’s personality, i.e., the way you want your business to be portrayed in the eyes of the consumer.
Speaking of personality, you want to make sure that your branding message resonates the same way on every social media marketing platform you choose to use. For example, if you want to create a branding message that will resonate with your audience on a humorous level, then you can use memes to connect with your audience. The same applies to creating content that is thought-provoking or relatable – you can accomplish this using a meme generator app. All you need to do is choose a template, and an image with the relevant text that you think will go with your image, and then use this to post to your social media channels to elicit the response you are going for, hopefully.
As previously mentioned, there is a lot that goes into creating a branding strategy if you want to cover all the bases. Now, this may seem like quite an intimidating task, especially if you feel like you don’t have the skill set to do a lot of the work yourself. However, there are tips and tricks you can use to at least cover some of the groundwork until you can take someone on to help you with the more complex functions of creating a branding and marketing strategy that is well-rounded and complete. For example, if you are excellent at creating content, then this is something you can do yourself while you get a web designer to set up a website for you. Perhaps you are talented at thinking up clever logos. Then you can use a logo maker to create the basic version of your logo before you enlist the help of a designer to help you finesse the end product.
One thing’s for sure, you can’t go wrong with taking your time with creating a branding plan if you want to hopefully get to that level of the longevity of famous, long-standing brands you admire.
Gloria Martinez – Gloria started Women Led to celebrate the advancements women have made and inspire women to become entrepreneurs and seek promotions in the workplace.
Shawn Kinkade Kansas City Business Coach