Brands are in the mind of the consumer...
We have all probably come across a business which has beautiful branding, their marketing is spot on, you feel excited and have that warm fuzzy feeling from purchasing a product or service from them, and you know that it’ll be a fantastic experience because you trust them.
And then… you crash back down to earth with a bang. You feel betrayed, confused, let down… WHY? Because they were more concerned about gaining that new customer/client/sale rather than looking after their existing customers’ needs.
What great brands understand is that it is about the whole customer experience. Great marketing and customer service, even after they’ve bought from you, is key. Most business-savvy people will know that it’s a lot easier to nourish and look after existing customers for repeat sales, rather than gain new ones. Your existing customers will start to do the hard work for you by recommending you to others.
Word of mouth is the most effective form of marketing, and you only get positive word of mouth when you have happy customers. Research shows that 92% of people trust consumer recommendations, even from people they don’t know. (source: https://business.experticity.com/the-psychology-of-brand-trust-influencer-marketing/)
You could argue, how much control do you actually have over your brand? After all, you can’t control how other people think or feel. Maybe not, but really understanding your customers and who they are gives you the opportunity to influence their perception about your brand as a whole.
How do you deliver the product/service? How is it received by the customer? Small additional touches make a huge difference. Do you follow up with a phone-call ensuring everything is ok? Do you send them an email, ensuring that they are happy with the product/service? Do you include a thank you note on your invoice?
Jeff Bezos, founder of Amazon says, “Your brand is what people say about you when you’re not in the room.”
Your brand is a set of ideas a company or product stands for in people’s minds, and that is shaped by your actions.
What does your brand stand for?
Make it easy for your customers to choose you and you will be well on your way to creating a tribe of brand ambassadors!
Carolyn Pearse
Brand Consultant & Stylist, Carolyn Louise Limited
Don’t miss Carolyn’s masterclass at our Communications Conference on 25th January 2018! Book your place here: https://chcymru.org.uk/en/events/view/2018-communications-conference