Most people have lost the sense of injecting branding into their business just because the magic of getting consistent consumer purchases didn’t happen. Well it didn’t happen because, having a brand name that sound sweet in mentioning and an award winning logo and marketing designs isn’t enough to build a great brand. It goes beyond that and this is what this article is all about. Here are some tips to consider when embarking on attracting and keeping customers that will stay true to your brand
We are always quick in crafting award winning marketing designs and messages that is not in tune with our brand promises, thinking its the only way to attract our target audience, especially when communicated consistently. Yet when consumers gravitate from one brand over the other which most businesses don't understand, their decisions are rarely based on the words they’ve heard in marketing messages. Consumers make their decisions base on the relevance of your offering and their own experiences. They choose and stay with brands — base on what they’ve personally seen and sensed — they believe will keep their brand promises. A brand promise poorly made cannot stand the test of time. It must be coined around relevance and attraction. Such promises makes you stay true to your brand. Most organisation have given their own meanings to it. For most businesses its a marketing copy or a message. To others its their tagline. But have you asked your self why great brands are so much interested in the making and keeping of their promises. A brand without a promise to me is like a traveller without a road-map. Brand promises help you to stay true to your brand as well serves as a light to your dark path. To develop passionate customers you need to craft your brand promise base on the attractiveness, relevance and market positioning, for its upon this promise that you can deliver awe-inspiring service at every customer encounter point. It is what compels customers to get further involve with your brand.
Next is to reaffirm your promise during every single encounter with your brand. To your organisation you're creating experiences necessary to that success of the brand. Your brand lives in the consumer’s mind, and it’s based on beliefs that are reinforced every time that person encounters your brand — directly or indirectly, and before, during, or after the sale. Note that brand experiences are the result of brand encounters. Brand encounters are affected by the so many customer contact; for a example, business location, how your signage looks to those passing by your business, the look of the people who shop in your stores, the caliber and cleanliness of your business vehicles, the quality of your advertising, the nature of your publicity, the speed of your Web site, the length of time phone calls are left on hold, the friendliness and experience of customer service staff, the flexibility of your return policies etc. This list barely scratches the surface of the ways that people form impressions about your brand, but you get the idea. A complete customer contact inventory could span the length of this book! To establish and maintain the quality of your brand experience, read the steps below.
Understand that you can’t create passionate customers without first creating the kind of brand experience that only passionate employees can deliver. As my mentor will always say you can’t put a cart before the horse. This begins with your services_an awe-inspiring service that fulfils your brand promise at every customer encounter point. So you see why a well crafted promise is so important to the creation of passionate customers. Brand strategy doesn’t move markets, but brand experience does. Create an experience that allows your customers to feel your distinctions. To create the best of brand experience try and mimic the way customers behave when they visit your shop and use your findings to smoothing your experiences.
How? Very simple. ask yourself how do customers arrive at your business? Is it by phone ( try calling on different times and occasion to see how its like), or by online search ( search your company name and keywords online to see the response and the information provided). Additionally, mimic how they shop. Pause where they pause. Use your product just as they use it. If you’re not happy with all that, use your findings to smoothing the customer experience. hear is some free pointers;
• Identify all brand impression points that prospects and consumers encounter when dealing with your business, from the pre-purchase stage through the purchase experience and post-purchase.
• Evaluate the strength or weakness of each impression point based on how well your organization currently performs at this point and whether your performance has improved or slipped over the recent past.
• Identify any gaps between your brand promise and your brand experience.
• Prioritize the gaps for immediate attention based on the seriousness of the experience lapse and the prominence of the impression point.
• Set improvement objectives, recreate a brand experience that conveys your brand promise without fail or hesitation through encounters that consistently advance your brand message, your brand tone and look, and your brand character.
• Monitor progress, and reward your staff for performance advances.
Finally, make sure you’re exceeding customer expectations. Market expectations are higher and more important to brand success than ever. Even customers who value relationships with your brand will defect if their expectations aren’t met. In fact, even those whose expectations are met will defect if they sense a quality gap (an experience that falls short of expectations) or if another brand wows them with an over-the-top brand experience that makes yours pale in comparison. To measure how well you’re doing at delivering an exemplary customer experience, measure your customer satisfaction levels on a frequent basis. Access the quality of your customer experience expectation within these five (5) main areas - communication, responsiveness, competence, convenience and reliability. Areas in which performance has slipped or competitors excel indicates potential expectation quality gaps. Fix them as quickly as possible.