Creating a brand is important, but to maintain a brand’s longevity, customers must be the main focus of the company in order to sustain growth.
You’ve built your brand with policies, products, services, and values that reflect the mark you want the company to make on the world. Brand management is traditionally centered on how your brand is perceived in relation to the goals of the company. For growth, however, a key, game-changing component of focus should be the customer’s experience. Without keeping customers in mind, brands can easily lose traction and business altogether. Managing your brand means not only reaching the audience that shares your values but connecting with them to bring them on your company’s journey and making them part of your story.
What Role Do Customers Play in Your Brand Management Strategy?
Brand Connection Over Identity
Now more than ever, purchasing a product or service is less dependent on brand name alone. If your brand management style focuses solely on appearances, aesthetic, and clout, all of which change with timing and trends, you’ll find yourself losing discerning clientele that can easily take their business elsewhere. The overwhelm of choice in today’s market allows consumers to choose companies that fit their lifestyle and values instead of relying on notoriety of a brand name or logo. Brands that have strong, relatable values that go beyond the business leads to a deeper customer connection.
Audiences are searching for interpersonal communication more than ever. To stand out in a highly saturated and competitive market, focus your brand management on creating unique, personal connections with customers. Connection leads to securing repeat business and fills the void left by other brands less inclined to engage.
Customer Experience Leads to Brand Advocacy
By creating an atmosphere of connection as a core tenant of your brand, you then inform future clients of how important their business is to your business and brand. Being treated like “more than just a customer” helps your audience feel included and makes them more inclined to recommend your brand to others. People tend to trust people they know, so tailoring your brand management to reflect the importance of customers sharing their experiences leads to more social media traffic and, in turn, additional leads and customers.
Creating a Customer Community
Collecting Valuable Feedback
Having a way to collect and implement data shared by customers integrated into your brand management allows for insights to develop organically from the growing fanbase of your products and services. Customers adopt your product or service into their every day life, so ignoring the power of that insight from customers is a dangerous mistake. Allow for your brand to adapt to shared experiences from customers to remain innovative and ultimately better serve your clientele. Without this awareness and flexibility, you risk becoming obsolete or irrelevant in relation to the competition.
Building a community mindset being into your brand management not only connects you to customers but also connects customers who love your brand and business to each other. Fostering a group of people who are fans of the same products and services your business offers means growing an audience that also feels validated by others making the same choice to use your brand’s product or service. This adds an additional layer of reassurance and stability to choosing your brand. An added bonus is creating a sort of forum for discussing your brand and service to receive additional feedback and ideas while also generating buzz about new things to offer.
Building Trust Through Trial and Error
Early on in building your brand or realizing after struggling, reaching out to the community you do have is a great way to instill customer trust. Asking about preferences or improvements, while potentially humbling and awkward at first, can not only level up your business but also show the value of customer feedback beyond a 5 star review. If your brand management style only values positive feedback, then you run the risk of missing out on key advice that could revolutionize your business model. While positive feedback is encouraging, negative or critical feedback can be, in ways, even more beneficial because you’re also showing you trust the community you’ve built enough to be willing to adapt and shift in response to their needs without compromising your brand vision.
What Story Will Your Brand Tell?
Customers are the lifeblood of any company, as are the team members supporting the customers. This connection is frequently underestimated, but let this become your brand’s secret weapon to capturing market share in your industry. Social media is a powerful tool for expressing the values and services that make your business unique while also offering ways for potential customers to engage with your business directly. It’s important to present a unified and consistent presence both in your main point of sale, be it a website or storefront, and online in order to reach the most people efficiently. Managing all of the elements of presenting your business to the world can be exhausting, but it’s crucial for modern brand growth. For expert guidance along the way, connect with ULS to see what other elements your brand needs to soar.