to customer input . It is critical to create a brand image that says exactly what you want it to say .
It is important to remember that today ’ s consumers make purchases based solely on brand image . It is not only about getting a certain product or service ; it ’ s also about getting a sense of a company ’ s entire reputation , significance and quality . Therefore , every company should strive for a positive image .
# 6 : Brand Experience
Marketing tactics are not only a part of achieving a goal but are also about giving customers a memorable brand experience . Experiences help people form stronger bonds , motivate audiences and eventually produce results .
One of the key elements is being aware of certain information on customers in order to enhance their experience and make it more sentimental . The tourism and hospitality industry holds this as a mantra . A customer may forget what they ate , what you said , what ad they saw but they will never forget how they felt . On my birthday , the hotel staff where I stayed sent me a slice of cake with fruits and although I may have forgotten how it tasted I will never forget the gesture . The Daily Grind is one of my favourite places to eat because of this same reason . I don ’ t need to explain to the waiters about my allergies because they already know from my first visit . In fact , sometimes they recommend meals for me and ask if they should add extra cashew nuts ( my favourite .)
Every encounter and touchpoint with a brand must be engaging and pleasurable in order to develop an emotional bond with the brand . It must also be consistent and indicative of the brand values . This is what it is ultimately about . What separates iconic brands from the competition is the mastery of creating and developing a sensory user experience that engages the customer in a meaningful and long-term relationship . It takes planning to create a memorable brand experience . Before anything else , marketers must ensure that they understand the needs and wants of their target audiences . Only then will brands be able to create authentic , meaningful and unforgettable experiences for their target customers .
Performing artists , on the other hand , have a different approach . As brands , their growth in equity relies solely on how great a performer they are . After selling out his show in London , the Grammy Awardwinning Nigerian super star Wizkid stated he got paid USD1 million for his recent show . Chances are that before his London show , he charged way less . Had he not performed to the best of his ability , he would not charge that much . But because he knows what an experience the audience is in for , he can increase his charge as he sees fit .
ATI hosted his one-man show in Francistown on 28May 2022 and gave what I believe was the perfomance of his career . It was more than just music , songs , keys , features and words . What ATI did was take the entire crowd into a harmonious journey of his life through a well-curated performance . That is how artists give their supporters a great , memorable brand experience .
People will travel to places just to see their favourite artist peform and why consumers pick the same brand over competition . It is all about how those particular brands make them feel ; their experience with it knows no boundaries . It is critical that marketers recognise the value of a consistent brand experience across all touchpoints by combining strategy and technology to build long-term customer relationships and achieve tangible outcomes .
# 7 : Brand Strategy
When it is all said and done , this is what lies at the core of branding : strategy . A brand strategy is the skeleton whilst all the other Bs are the flesh of the brand . This aspect of the brand is critical because it encapsulates why , aside from producing money , a company exists in the first place . It explains what makes a brand unique , how it wants to be seen by customers , and what sets it apart from the competition .
No amount of marketing will be fruitful if there is no solid foundation of “ WHY .” You have a flawless brand strategy when you can identify who you are , what you do , why you do it , how to do it , when to do it , and for whom you do it . Coca Cola is a brand that has been consistent and firm when it comes to branding . Every aspect of its brand ’ s marketing is in sync with all others . As a result , Coca Cola has become one of the most well-known brands on the planet .
When developing a brand strategy , consider the competition environment as a smart place to start . Thorough competitor research will help you create the groundwork for a brand that isn ’ t just saying and doing what everyone else is . This is related to being a second mover in the market . For example , IBM was the first to build a touch screen phone back in 1992 . Apple followed in 2017 with the iPhone 1 . While the IBM phone was portable and included a calculator and email , the iPhone 1 ( being a second mover ) added a slew of new functions , including an Internet communications device , desktopclass email , web browsing , searching , and a map .
This is how companies with a clear brand strategy enter the market . Since then , the iPhone 1 fundamentally transformed people ’ s perceptions of phones .
Key elements of a great brand strategy that marketers should consider :
Purpose : The reason the brand exists in the first place . However , while making money is necessary for practically any business , the most renowned brands underline their desire to achieve more than just profit . E . g . we know that Coke sells a beverage but their entire messaging in every campaign is about eliciting happiness .
Competitive awareness : It is important to know what your competition is up to . Use them as a benchmark to develop your strategy and increase the total worth of your brand .
Consistency : If your brand is all over the place , how would you expect consumers to keep up or relate to it ? You must guarantee that your messages are coherent . Consistency is key to creating a lasting impression and building trust .
Evolution : It is never a bad idea to define ( or redefine ) your brand strategy as often as you need to create an authentic and distinctive brand that consistently engages with its audience . Your brand should evolve in tandem with the industry .
In the end , successful branding is the result of a good brand strategy that builds brand equity , improves brand perception , and solidifies brand identity . Brand Image is enhanced , Brand Experience is optimised , and Brand Positioning is amplified .
Poppy Lydia Sello is is a Botswana based strategic-thinking Communications and Marketing professional adept at written and oral communications to meet specific needs , enhance perception and drive change . You can commune with her via email at : Poppylsello @ gmail . com .