it gives the company an advantage over the less easily identifiable competitors . The more recognition the brand receives and the greater the brand awareness grows , the more competitive the brand will be with other well-known brands .
Remember , start thinking of your brand as a powerful tool . The brand can be used to help people identify your products and services as the ones that will meet their needs . A brand name can also give them a sense of belonging to a group of likeminded individuals who share common values and beliefs . Remember the Subaru boys who have a club and do community socially responsible activities over and above being a close-knit social group . The group came about because of a car brand , that is , the Subaru car .
Oftentimes , it is evident the most effective strategies when we listen to what the market tells us and start getting creative with our tools and resources , using them in ways we did not initially intend . In addition , consumers often associate certain brands with particular attributes , such as quality , reliability , safety , and trustworthiness . Apple is all about lifestyle , imagination , innovation . Coca-Cola ? Bubbly , palatable , refreshing .
If a brand manager can create a powerful , multisensory brand experience for the brand consumers , they will not soon forget about you . Make sure to incorporate the best brand attributes into all brand messaging materials . This will build a loyal following of fans who choose the brand over the other guys , i . e ., your competitive edge .
Easy introduction of new products
When a company has a strong brand and loyal customers , it is often easier and less expensive to introduce new products or line and brand extensions or test them out before you further invest in them . If there is a loyal brand following , the customers will already be interested in any new products associated with the brand name and even anticipate them being released .
An effective way to introduce new products is to create a buzz around them . This could mean creating a viral video , launching a social media campaign , or simply releasing a teaser trailer . Once consumers start talking about the product , word spreads quickly and this of course generates interest in your new product . With a strong brand , that buzz happens organically and immediately .
“
When we talk of brand attributes , we must remember that these are the manufacturer ’ s views of the brand . The consumer ’ s frame of reference requires that those manufacturer ’ s claims or brand attributes be translated into consumer benefits in order to map consumer perceptions .
Think , for a moment , about the effect a strong brand can have on a new product launch .
Customer loyalty and shared values
Remember brands have values they deliver or purport to champion and deliver . Customer loyalty is a powerful force . Recognition and buzz help elevate a brand , while the strong ones know how to build upon this momentum to achieve an even greater following . Brand loyalty often lasts a lifetime and even transfers to future generations , so do not overlook this crucial step when building a brand for the long run . In the same SAGA training we had a beautiful discussion on how we were introduced to Eclairs sweet brand in primary basic level school and some have remained loyal consumers of the same till now .
Customers are also attracted to brands with which the consumer share a common set of values . To build a strong brand , the brand manager needs to convey these values appropriately to build an emotional connection with customers . This is also an effective method for determining the brand ’ s target market . If a company especially , a Small Micro Enterprise ( SME ) is not sure who it ’ s ideal customer is , it should share its company values loud and clear for the market to experience , and then it will begin to see who the message resonates with hence learn who the target audience is .
Research has proved time and again that brands that create loyal customers will always outperform those who do not . In fact , research shows that 75 % of consumers say they are more likely to be loyal to brands that understand them on a personal level . This is why companies spend so much time and money on creating a positive brand experience because they know it will pay back eventually . On the flip side , a study conducted by Microsoft showed that 61 % of global consumers have cut ties with a brand over poor customer service . These two statistics remind us to make sure as a brand director you are investing enough resources into elevating your brand experience for your customers .
Enhanced credibility and ease of purchase
Why are brands important ? They enhance the corporate organizational credibility with stakeholders including customers , government , industry , and the marketplace as a whole . As a company build its brands credibility , it also builds recognition , loyalty , and competitiveness . Consumers want to buy from companies ’ consumers like , know , and trust . If a brand is credible , it is far more likely to get bought .
Eventually all goes hand-in-hand , and brand credibility has a direct connection to customers ’ ease of purchase . As longer as the company makes sure that its product or service meets the needs of the target audience and lives up to what is promised . As a result , this increased credibility will lead to more sales and more positive reviews . This , in turn , will make completing the consumer buying journey much easier for customers who can feel good about making a purchase from a credible brand that people have nothing but positive vibes and sentiments to say about .
Remember the market needs that special thing only your brand can give .
Joe Nyutu is a Leadership , Strategy and Culture expert . You can commune with him on this or related matters via email at : Josephnyutu @ gmail . com or reach him on YouTube : joe nyutu .