How Brand Marketing Can Make or Break the Customer Experience
Branding has always been a challenging journey for many of the brands especially small to mid-brands who are in constant drift and has little visibility on roads ahead. Experts have always advised brands to focus on creating brand profile and never steer away from their niche. Brands have always stayed on their toes to understand what it would take them to give their consumers an absolute experience as they understand that a negative brand experience can take a jab at their future growth!
Most popular way to create brand experience is to market your products to the right audience by projecting your niche in an absolute humane way possible. Before you start promoting your brand to the right audience try to check the following boxes to get an ultimate marketing score:
1. Think Globally
Many of the brands try to project themselves with minimum personality depending upon their geographical reach. It is very crucial to set right persona for your brand so that your brand could vibe about its uniqueness right from its inception.
2. Storytelling gives you wings
Storytelling has always been an effective way to capture audience’s attention since ancient times. Many brands right from apple, Google, Microsoft etc. have opted these ways to interact with their audience in an effective manner. Social media becomes an omnipotent tool to create your brands story in the virtual world and then project it to the right audience.
3. Characterization of a brand
To stand out from clutter, especially smaller brands are now undergoing a cosmetic change which will give them a unique personality and attention which reflects from development to sales of the brand to seize audience interest and to imprint themselves in the minds of the consumer.
4. Choose your weapons wisely
Choosing the right tool to communicate to your potential consumers is as important as selling your product. One should always be aware of the brand’s buyer persona. Though social media serves to a larger demography, traditional mediums and e-mail campaigns cannot be ignored as different marketing mediums have different impact on the crowd.
5. Set Brand guidelines
It is very important to define your superhero before developing the story around it, ability to fly, shoot lasers from eyes and a strong physique with a red cape makes him unique among others and carefully incorporating these highlights while developing the script creates pattern so the audience can associate with it. Same technique should be applied while developing brand guideline. One must always define certain color or pattern that would make audience to quickly identify the brand.
6. Follow up for continual improvement
Follow up, learn, and improve are the key points one should consider while building or marketing their brand. One should set the process, capture feedback and start eliminating errors in the journey. While you are constantly refining the set process also experiment different ways that will help you to push your brand identity away from the clutter.
7. Set expectations
It is important to set expectations from your marketing efforts and draw parallel with your sales objective. An effective formula to create brand reach is bridging the communication gap and tightening the feedback loop by cutting down the middle person. This way, it is easy to reflect upon the consumer feedback and work towards improvement of brand image; rather than leaving expectations to chance work constantly work towards building a healthy brand personality.
8. Reverse Engineering is the Key!
To identify what works and what will not for your brand you need to perceive your brand as a consumer. Try to talk to consumers often (or) read all the responses which you receive in social media to understand the mindset of the majority.
Identifying problems from consumer end will help you to rework on your brands identity and create right marketing mix.