they responded and asked me to share my experience in depth . My rating was based on unsatisfactory service , but their response and willingness to make amends slightly shifted my perception of the brand to a more positive one . Through such interactions , brands earn consumers ’ trust . Earned trust makes it much more likely that they will choose your brand over your competitors . They are also more inclined to speak favourably about your company or show loyalty and advocacy .
Most importantly , improve a customer ’ s experience . Marketers should try to connect a company ’ s personality to customer ’ s senses , i . e . what they : SEE - The creative use of colour , font and illustrations . HEAR - Catchy radio jingles and slogans , e . g . KFC ’ s slogan Finger lickin ’ good . TASTE - Host tasting events or give out free samples . SMELL - Scent marketing - use of a carefully selected fragrance that is diffused at customer touch points . E . g . Cooking in the open where people pass by , chances are that the smell of food will lure them into your space .
Word of mouth
Based on other people ’ s shared experiences with products offered under a certain brand , consumers may have a positive or bad impression of the brand . Consumers are becoming more vocal about their experiences with products and services received . Brands shouldn ’ t take comments for granted . Platforms like Consumer Watchdog and social media in general give consumers the chance to do so . A simple , short dialogue via a comment section or DM can make consumers see the brand in a positive light .
Ever wondered why brands spend obscene amounts of money on sponsorships , events , branding materials , advertising , and social media marketing ? It is not always about trying to make a sale or product awareness . Most of the time , marketers ’ strategies are initiated to improve brand perception . But it is difficult to change consumers ’ beliefs once they have formed a perception in their minds , whether positive , negative , or neutral . That is why it is critical for businesses to assess , measure and continuously improve brand perception .
# 3 : Brand Equity
The value a customer places on a brand is defined as brand equity . Consumers are more than willing to pay premium prices or go extra lengths to make a purchase primarily because of this . Furthermore , an organisation with a high brand equity attracts the right talent and investors . Brand equity is created as people become more aware of a brand and become more personally attached to it . This is ultimately what organisations hope to achieve and because brand equity grows over time and is based on customer interactions with a brand , marketers must develop detailed strategies to drive brand equity . Longterm customer loyalty or charging a price premium over a no-name product can be used to determine brand equity .
Alcohol beverages are a perfect example of this . During the lockdown in 2020 , people bought alcohol regardless of how ridiculously high the price was . It wasn ’ t because of its scarcity but loyalty to the brand . Customers purchase extended product lines from brands . People who buy electronic gadgets from the same supplier ( Apple and Samsung users are excellent examples ), new products are perceived just as favourably , and , finally , brand equity directly affects stock price , market share and so on . There are clear benefits to establishing brand equity but it takes a significant amount of work and research to build and maintain this status . It all starts with conducting research into a target audience ’ s values and needs , as well as identifying what makes your brand unique .
Once in place , organisations should then :
Create lasting impressions - Using exceptional customer service to shape customers ’ perceptions and opinions of the brand .
Forge brand loyalty - Deploying customer retention strategies .
Establish brand awareness - Ensuring that customers know the brand ’ s products and services through various communication touch points , e . g . social media presence , CSR projects and sponsorships .
Maintain positive brand perception - Customers who have a warm feeling toward a product are more likely to become loyal customers . Additionally , positive feelings such as excitement , fun , peer approval , security , trust and self-respect can be attributes that strengthen the brand .
Clear brand messaging - Making the components that represent the brand is always recognisable to customers by communicating what the brand means and stands for . Marketers must ensure that brand campaigns run for a longer period of time for consumers to register messages and connect them to branded products .
Consistency - Be consistent once the brand has been established . Using consistent typefaces and style guides is part of this by creating brand templates , guidelines , and CSI manuals which everyone in the organisation must adhere too .
These steps are critical because brand equity is based on the idea that a recognised brand that is well-established and reputable outperforms a generic equivalent . It is based on customer perception : customers are more likely to purchase a product that they recognise and trust .
Marketers must take the lead by taking steps to build and consistently measure brand equity to increase sales and prestige - both of which are required for a brand to be truly successful and improve its equity .
# 4 : Brand Identity
Who am I ? A writer , a commercial model , a voice over artist , an occasional MC , a presenter or a brand marketer ? The answer to who I am is not what I do or what my skills are . The identity of a thing or person is defined by values , features and unique-ness , which in turn model behaviour and character , thus becoming an identity . In marketing , a collection of visual components that represent a company ’ s ideas and allow customers to remember and distinguish a brand from dozens of others is what we call brand identity . A brand identity creates a name , a logo , messages , a specific way of communication , shapes , visuals and uses colours to shape a specific image in the minds of consumers . Basically , a brand identity is made up of values , a mission statement and , but not limited to , a brand promise .
We live in a world where brands compete for consumers ’ attention , and a person ’ s attention span is extremely short . Marketers must create something unique in order to stand out . They will be able to find an appropriate position for the brand and create a unique design that people will recognise if they create a powerful identity for a company . As a result , brand awareness will improve .
The identity of a brand tells people what it is all about . Airbnb is one of the brands that live up to their identity . Its slogan , “ Belong anywhere . You see , a house is just a space , but a home is where you belong ,” Airbnb CEO , Brian Chesky , explained : “ And what distinguishes this global community is that ,
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