MARKETING
Making Brand Experience Measurable And Memorable
Kehinde Ruth Onasoga
In today ’ s highly competitive business landscape , companies seek ways to make their customer experiences memorable and measurable . This enables marketers to understand how customers perceive their brand and how it can be improved , particularly when much emphasis is placed on sustainability . On the other hand , deliberately creating memorable brand experiences creates a lasting impression on customers , which can result in increased brand loyalty and advocacy .
In this column , I have highlighted 5 strategies for making brand experiences both measurable and memorable .
Firstly , you will want to define your brand experience metrics
To measure , you must define the metrics that matter most to your business . These metrics should not be agnostic of your business goals and objectives ; they must be extracted from them .
“ An example : Company XY would like to increase customer loyalty , so Company XY measures metrics such as Net Promoter Score ( NPS ), Customer Lifetime Value ( CLV ), and customer retention rate . Additional metrics to measure can include digital mentions of Company XY , website traffic , and search engine rankings to increase brand awareness .”
Secondly , use customer feedback to improve your brand ’ s experience
To do this , you must actively collect customer feedback . This is a highly recommended way to measure and improve your brand experience . Feedback can be collected through surveys , reviews , and media monitoring . Analyzing this feedback can help you identify areas where your brand experience needs improvement .
“ An example : if customers consistently complain about long response times to enquiries at Company T , Company T can invest in more staff to reduce wait times .”
Thirdly , utilize data analytics
Yes , there is a need to leverage data analytics to help measure and improve your brand experience . Analytics tools can help you track customer behavior , website traffic , social media engagement , and other important metrics . This data can be used to identify trends and patterns , which can help you optimize your brand experience .
“ An example : if you notice that customers “ bounce off ” a conversion-driven page on your website after viewing a particular offering , you may redesign that page to make it more engaging or reposition the content on the page to ensure the set objective is attained .”
Create personalized experiences
Everyone likes personalized experiences . When you walk up to the cashier at your favorite store and , based on your purchase history , she offers you recommended purchases based on your past purchase , it is always memorable and makes a brand one to recall and recommend easily .
According to a study by Epsilon , 80 % of consumers are more likely to do business with a company that offers personalized experiences . Personalization can be achieved through targeted marketing campaigns , personalized content , and customized products or services .
“ An example is personalized emails can be sent to customers based on their purchase history . You can also offer customized products based on their preferences .”
Emphasize emotional connections through storytelling
Emotional connections can make your brand more memorable . According to a study by Harvard Business Review , customers who have an emotional connection with a brand are 52 % more valuable than those who don ’ t . Emotional connections can be established through storytelling , branding , and customer service .
“ An example , using storytelling to highlight your company ’ s values while training your staff to provide exceptional customer service while embodying those values .”
In summary , making brand experiences measurable and memorable is essential for businesses that want to succeed in today ’ s competitive landscape .
By defining your brand experience metrics , using customer feedback , utilizing data analytics , creating personalized experiences , and emphasizing emotional connections , you can improve your brand experience and create lasting impressions on your customers .
Remember that measuring and improving your brand experience is an ongoing process that requires continuous monitoring and optimization .
Ms . Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .
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