Intelligent CXO Issue 14 - Page 41


Branding today is much more than the logos , images and colours associated with your company . It is the whole identity and personality of your business , from the first impression people have of you and the tone of voice used in public content , to what your employees think of you and the reason your customers stay loyal to your brand .

While branding has always been important , especially in driving customer interest , it is now more vital than ever . In the age of digitalisation and social media , competition is fierce as customers are exposed to new brands every day .
Indeed , now that there are five billion internet users around the world , which equates to roughly 63 % of the world ’ s total population and over 4.65 billion social media users in the world today , consumers are seeing more options than ever before – which means standing out from the crowd is difficult , but essential .
Successful branding is vital for any business . Christine Buck , VP , Product Marketing and Brand , Hootsuite , talks to Intelligent CXO about the importance of branding and the effects it can have on customer experience .
Top reasons to care about branding
It builds trust : Consumer trust is one of the most important factors of success in today ’ s competitive marketplace , no matter the industry . The Edelman Trust Barometer found that , out of 16,000 people surveyed across eight countries , brand trust ( 81 %) is a deal-breaker or deciding factor when they ’ re making a purchasing decision . Edelman ' s research also found that people believe trust


www . intelligentcxo . com