Many consumers today are expecting more out of companies than just providing good value in products and services. A study shows that a business’ “brand” – how it is identified and perceived by the public – is defined significantly by showing social responsibility and having a higher sense of purpose than making a profit.
Building a company that connects with people on a personal and emotional level requires “conscious branding,” which begins with a business being aware of its identity (who we are, what we stand for, and what future we would like to co-design), the ecosystem it lives in and how it can add value to the world and its people, says Julius Geis (www.juliusgeis.com), a branding expert who has created strategies for over 40 companies and is the creator of Identity Built Branding™ (IBB).
“The way we relate to brands is radically different now, and the upheaval of 2020 magnified this,” Geis says. “People want brands to be a navigator for change. They expect responsible branding and for companies to be proactive and transparent.
“Brands that only see dollar signs need to shed their rigid conceptions of business. The brands of today must be living organisms that are relationship-centric inside and outside the company. When a brand is anchored in an organic identity and moving from a place of purpose, consumers are drawn to its authenticity. It’s time to move away from brand-fakes that manipulate people. Let’s embrace branding designed to strengthen our collective connections.”
Geis offers three tips for businesses to build their brand inside and outside the company in ways that connect people and a higher purpose:
Engage in organizational self-searching. Geis says companies can determine their purpose by asking questions such as: What is the core reason we are in business? What are our non-negotiable, guiding beliefs? Where do we come from, and what are our backgrounds of experience? What do we wish for the world to become? “The understanding of a company’s collective self,” Geis says, “or its founding spirit, is the focal point for strategic development and decision-making.”
Investigate disruptive relationships. A deep analysis of relationships within the company and with the outside world, Geis says, is a fundamental part of removing the obstacles on the road to company self-identity, unity, and greater purpose. “It starts with your culture and extends to everyone your company has contact with,” Geis says. “Probe relationships, from internal employee-manager connections to the relationships between the brand and its suppliers, consumers, and communities. The problems lie where these relationships are disrupted. That points to the underlying cause and leads to ways to strengthen these relationships in a sustainable manner. But without solidifying the work culture first, connecting in a stronger, sustainable fashion with consumers can’t happen.”
Embrace truth and change. “Change happens when a company finds its true sense of self and strengthens its culture accordingly, rather than continuing randomly or aimlessly and manufacturing a false identity that will inevitably crumble under the pressure of reality,” Geis says. “When you’re operating from a place of truth, your relationships are grounded in trust and a like-mindedness that allows them to move and react to the flow of business and culture. Rigid relationships built on false premises or forced connections will always struggle to evolve.”
“Many brands have lost public trust,” Geis says. “They’ve lost their power and their way. But finding or rediscovering their purpose can connect them inside the business, which must happen in order to connect with today’s consumers that demand a world awareness. As we move towards a better understanding of our interconnected culture and economy, branding in its traditional structure and motives will disappear.”
Tim Maleeny, head of planning at Ogilvy North America, speaks at the BRITE ’11 conference about how Ogilvy has designed a template (The Big Ideal) to help build brand platforms from a combination of a company’s purpose and the relevant cultural tensions it’s suited to address. The BRITE ’11 conference on brands, innovation, and technology was hosted by the Center on Global Brand Leadership at Columbia Business School. Learn more at http://www8.gsb.columbia.edu/globalbr…
Branding is one of the most vital parts of growing a business. It’s how you differentiate yourself from your competitors. It’s how you stand out from the crowd, and it’s what your customers feel when they think of you. It’s the promise you make to your customers, and your business’s success depends on how well you fulfill that promise.
Your brand is the exact blueprint of how you will represent yourself to your customers. It’s the manual that tells you and anyone in your company who and what your company is not only from a design standpoint but also, who your customers are, what their wants and needs are, what the voice and tone of your marketing efforts and communication will look like.
Branding is the upstream driver of everything that comes underneath a business’s marketing campaign. It drives culture, tells customers what to expect, and ultimately drives a business to succeed or fail.
We’ve all seen brands change and grow throughout the years. Logo changes, changes in marketing messages, new angles and approaches to delivering a product or service — a brand’s changes evolve and mold to fit different changes in the market. Most brands who’ve stood the test of time use these three ways to differentiate themselves and stand above their competitors.
1. Sell emotions
If you look at great brands, you’ll see trends emerge. A mentor I once sought for advice used to say, “success leaves clues,” and while there is a lot left unseen when you look at large corporations… There are many traceable and tangible variables that can be monitored and valuable information to be gleaned from them. First and foremost is that most brands sell emotions.
Coca-Cola sells happiness. So does McDonald’s. Visa sells the feeling of freedom. Toyota sells freedom, reliability, adventure. Many large brands sell you a feeling and deliver it through service or product. They deliver it through an experience.
Understand what emotions your customers are craving, and you will win your branding efforts. Oftentimes, a business’s marketing campaigns focus too much on delivery mechanisms and not the state the customer will be in once they receive the product or service.
Most customers don’t actually want the specific item, service, or product they purchase. They actually want more safety, security, happiness… or less pain, less stress, less time or effort output, and more results. Most customers’ wants and needs are simple. While attempting to stand out, entrepreneurs tend to overcomplicate things and think that because their mechanisms of delivery for their products are so different from their competitors that their customers care as much about it as they do.
This isn’t true… Ask yourself questions like;
What emotions are evoked when my customers receive my product or service?
What are the pain points that my customers are trying to solve?
What is the end-state of receiving my product or service for an extended period of time?
What are the results my product or service delivers?
Use the answers to these questions to understand what your brand or business delivers. Create a roadmap of the emotional journey your customer goes through. Then speak to each part of the journey in your marketing messages.
When people are first learning about your product or service, what are the emotions they are feeling? As they move from a cold/unaware person to a warmer and more educated lead, what emotions and thoughts do they have about your product and service?
Map the customer journey using emotions as the basis for transformation and let your marketing then speak to each segment as they move through the conditional logic that is your marketing funnel.
Consistency is the key to any branding campaign. Since branding is a promise, you make to your customers. This promise MUST be made consistently throughout your front and back-end marketing campaigns to maintain integrity.
One of the hardest things about our current entrepreneurial world is how many shiny objects fly around our purview and get us distracted. I have often found myself exploring new and deeper territories of marketing, new ways of advertising, or new ways of delivering our product or service.
It’s so easy to see a gap in the market and innately rush to try to fill it. As entrepreneurs, we capitalize on the opportunities we see in front of us. That’s the job of an entrepreneur… It’s to see room for improvement in society and then create that improvement.
When you define your brand, you create a container for your business. You figure out what fits into “the box” that defines who and what your business is and who it serves. You understand what it is that you do you and what you don’t do. When you’ve created this roadmap, it allows you the ability to say no to opportunities that will create inconsistencies in your business.
Define your brand, create a consistent message that speaks to your audience’s emotions, and make sure you continually measure any and all new possible products, services, or marketing channels against who and what your brand is. If it fits, run it. If it doesn’t, you’ll know, and saying no will be so much easier.
Branding isn’t just about messaging anymore. It’s not just about consistency either. It’s also about creating community. The best brands created communities accidentally. For instance, Costco didn’t intend to create a community with their memberships, but you know if you’re a Costco member and you’ve had a discussion with another member that you’ve likely talked about some product or service they have. Maybe you like their gas or their return policies… Maybe it’s the deals on dried mangos (that’s me). I often find myself sharing tips, tricks, or items I have found valuable there… but it’s only relevant to those that have a membership.
You’ll find that communities are created inadvertently by large brands. If you own a Toyota 4Runner, you’re a part of a club that only 4Runner owners can be in. That community of enthusiasts then created more containers for the community online through forums, Facebook groups, and other places to gather and exchange knowledge.
eBay is another great place to look at community building done through forums. If you google nearly anything about eBay, you’ll find that their forums generally dominate the SERP. In those forums, you’ll find sellers and customers collaborating to find answers to their questions.
Large brands create community by their prominence in society. Just by buying a product or service, you signal to others in the world that you are a person who “does things like that,” as Seth Godin would say.
If you buy a Tesla, you signal to the world that you’re forward-thinking. Maybe you like technology, renewable energy, or you just like fast cars? No matter what emotional reason you bought the car, fun, safety, prestige, status… or any other reason, you still signal to the world that you’re the type of person that would buy a Tesla, and you join a silent club of Tesla owners.
Great brands don’t just silently induct you into communities… Great brands create communities and places for their customers and clients to congregate, communicate and create new relationships. Look at Peloton and the gamification and ability to ride in classes with others or look to Literati, the online book club curated by celebrities and thought leaders that allows you to not only get access to the knowledge that has shaped Stephen Curry, Malala Yousafzai, and Richard Branson’s life’s, but you actually get access to a community where you can speak to other book club members and the curators themselves.
In the age of information… finding the information we actually need is sometimes like finding a needle in a haystack. We often find ourselves with answers, but because the internet is open source, it’s hard to trust that the information we get is true or exactly what we need…
When you create a community and involve celebrities and thought leaders, you do two powerful things for your customers. You allow them to relax and trust the information’s validity (compared to a forum or googling.) You’ve earned social authority with them by leveraging someone they know, like, and trust…
At the end of the day, branding is much more than marketing or a logo… Branding is exactly how your customer feels about you and your products/services and every touchpoint they’ve ever experienced from your business. It’s about providing your customers with solutions to their problems that create a change in their lives and, most importantly, in their emotional state and quality. It’s about creating a consistent place of business where they can reliably come to get their needs met. And most importantly, it’s about creating a community where they know their answers will be met with the best and most reliable information they possibly can get.
As information and technology become even more widely democratized, your business and brand will win or lose based on these three foundational factors. Can you define who you are, who you serve, and then consistently provide solutions and community? Answer yes to these three questions and your brand will inevitably grow, win more market share and become a staple in your customers’ lives.
Find clients for your service-based business! In this series, we’re covering how to launch, grow and scale your online service business. 💸💸 ***Join The Early Bird List For The Savvy Online Selling Course DROP for FREE 👉 https://kimberlyannjimenez.com/earlyb… **Catch the entire series business series: http://bit.ly/2KwtZiE 💻Get My Best Work In One Place (And 30+ Business & Marketing Courses) Inside The Business Lounge: http://jointheblounge.com Get in-depth, practical examples of today’s episode over on the blog: https://kimberlyannjimenez.com/2019/0… 📺 WATCH MORE ONLINE BUSINESS TRAINING VIDEOS: http://bit.ly/2KwtZiE ▼ GRAB THESE FREEBIES Learn How To Sell More On Your Blog Via My Brand New, Free Masterclass:
[…] Avg Bid 2 bids draw a map on a piece of paper 6 days left VERIFIED Draw a map on a piece of paper Branding Drawing Graphic Design Logo Design Website Design $13 / hr Avg Bid 6 bids Collect a data base o […]
[…] Branding is one of the most vital parts of growing a business […] Consistency is key Consistency is the key to any branding campaign. Since branding is a promise, you make to your customers […] authority with them by leveraging someone they know, like, and trust… At the end of the day, branding is much more than marketing or a logo… Branding is exactly how your customer feels about you and your products/services and every touchpoin […]
[…] Apply Now>> 36 Marketing & Branding: Summer 2021 Internship Atlanta, GA, USA Marketing & Branding: Summer 2021 Internship CKH is looking for a summer intern with interest and […]
[…] Salt Lake City, UT, USA This role will manage and develop all facets of marketing communications, branding and public relations for RAM and its locations in Elko, NV (corporate HQ’s), Salt Lake City, UT […]
[…] casinos—or is it something more? The answer to this question lays at the intersection of place-branding and storytelling […] But the mission of smart marketers in the place branding space is not to show up, wave a wand, and invent a brand story out of nothing […] This is the real power of building a place-branding story that works […]
[…] You know, as marketers, we’re definitely some people that pay attention to graphics and music and branding and well, obviously, we want our videos to look professional engineers far and away just before i […]
What Can Rogue Creative Studio do for Your Business? Website Design, Branding, SEO and Business Solutions […] WHAT WE CAN HELP YOU ACHIEVE Personal or corporate branding | SEO optimization | Web & UI Design | Standing out in the crowd INSIGHTS March 27, 2018 2018’ […]
Logo Designer based in Doncaster, South Yorkshire, UK who specialises in brand design, website design and graphic design. I have worked for clients worldwide with 90+ 5* reviews, creating brands, rebranding and designing for start up businesses, but most importantly I have had excellent feedback…
[…] Recruiting Focus survey, diversity and inclusion moved to the second position overtaking employer branding […] teams will focus on in 2021 include candidate experience, diversity and inclusion, employer branding and more (see Table 2) […] Employer Branding 58% 61% 60% 59% 31% 4 […]
[…] Get a crash course in small business branding with our free, curated list of high-impact articles […] logo file for $20, or you can buy logo files for your website, social media, print, packaging, and branding for a $65 one-time payment […]
[…] at ESSEC Business School and the University of Illinois, I commonly receive feedback that the branding principles and methods learned in this exercise either gave students an advantage in their jo […]
[…] For B2C, the emphasis is instead on branding to create an identity that attracts customers […] B2C — BrandingBranding is a priority for B2C marketing […]
[…] talking to you Dzeneta! Thank you for sharing your story and giving insights on why personal branding is key nowadays and how professionals should leverage the available technology and tools […]
[…] looping Video templates Drag-and-drop interface Why use this tool? Content management Customizable Branding Data Import/Export Image library Template management Video streaming Pros – Social Medi […]
[…] (e-Store)” media ecosystem to ultimately achieve the mission “our technology makes advertising and branding affordable and effective for everyone […]
[…] Advertising market segments by Applications: Product & Service Targeting, Customer Targeting & Branding Major Key Players of the Market: International Business Machines Corporation, Oracle, Tat […] Advertising Market, by Application [Product & Service Targeting, Customer Targeting & Branding] – Big Data Pharmaceutical Advertising Industry Chain Analysis – Big Data Pharmaceutica […]
[…] will help you produce beautiful and professional effects in your photographs to help you grow your branding […] will help you produce beautiful and professional effects in your photographs to help you grow your branding […] will help you create beautiful and stunningly filters in your photographs to help you grow your branding […]
[…] anywhere in the world Full event analytics and event data help to measure event ROI Interactive branding opportunities throughout the virtual portal Scale-up your reach with attendees joining acros […]
With over 5+ yrs of experience in the Branding, advertising and online marketing verticals in Hyderabad, India PC Media covers all your promotional requirements.
[…] We are in our digital future Advertising The BE Weekly Wrap Digital Technology is not changing branding principles, Tom Goodwin Marketing IPL 2021: Chris Morris breaks auction record, Vivo back as titl […]
[…] Advantages & Disadvantages Advantages Pseudo-branding: Operating under a different brand allows established food brands the opportunity to test new men […] industry in navigating new consumer preferences that include delivery logistics, technology, and branding […]
[…] Beyond offer branding, creating SEO friendly websites using the advanced technology available in web development and also […] Beyond offer branding, creating SEO friendly websites using the advanced technology available in web development and also […] Beyond offer branding, creating SEO friendly websites using the advanced technology available in web development and also […]
[…] south africa i m also looking for an advice on how to get security cont, i am looking for a branding company in edenvale, i need a logo developed for our company i am looking for fixed one time fe […]
[…] Exterior and Interior Branding Fluidity In the past, it was not unusual to see a street of commercial buildings where ever […] In doing so, they’re highlighting the branding and the business inside […]
[…] 97 Buy it Resigning to the pain of life doesn’t mean you have to accept back pain! Suggestive branding aside (“more power means more pleasure”), Mighty Bliss is great for attacking tight or achy muscles […]
[…] , or, in other words, are not just naming but branding agencies […] The best naming companies usually employ up to six namers when developing the best agency names and branding for companies […] The pricing will also change depending on whether you simply need a name or other branding services as well, like logo design, etc […]
[…] Google has said clearly that guest posts are good for branding but not for backlinks – and if Google thinks guest posts are getting too spammy (as they alread […]
[…] The services they offer include product design, packaging, operations, branding content marketing, paid advertising, social media management along with warehouse and distribution […] From branding to marketing, their team is ready to help your business stand out in the marketplace […]
[…] These include sales campaigns, branding and marketing. Our services include commercial communications like, Sales Discounts New offers Branding and advertising TRANSACTIONAL BULK SMS We offer transactional Bulk SMS services with the objectiv […]
I’m usually a cynical person, but sometimes I see these beautiful murals that incorporate some branding and it just looks so cool. Well, it turns out there’s a company behind those branded murals. Tricia Binder is the co-founder of Muros, an art activation agency to create impactful spaces, experiences and outdoor mural advertising campaigns.
PRE are ending the week on a high with the news that we’ve just been given the green light to start work on a new brand identity for one of the biggest players in the UK’s lighting industry. The project will start with a phase of branding before moving on to the website design. Set for launch later in the year, more news will follow in the spring.
Dieline is a global package design community and showcase of package design inspiration. We cover industry news, sustainable packaging news, design trends, and host our own packaging conferences, package design events, and Dieline packaging design awards.
Modern Logo Design- Green Warriors Logo- Logos—-Design, branding, logo, icon, flatdesign, minimalist, behance, portfolio, graphicdesign, branding, Logo design, logo, logo designer, modern logo, brand identity, brand guidelines, graphic designer, logo……
[…] The People & Culture team is looking for an experienced Senior Employer Branding Manager to bring their expertise and passion to our team […] You will develop, implement, and monitor Brainly’s first employer branding strategy […] Brainly PR & Communications area to create an employer’s brand consistent with Brainly’s overall branding and marketing strategy YOU ARE A GREAT FIT IF YOU HAVE: Required experience: 5+ years of […]
[…] You’ll research best fits in today’s design marketplace and create a self-branding package: logo, résumé, cover letter, reference sheet, business card, thank you card and it […]
[…] The People & Culture team is looking for an experienced Senior Employer Branding Manager to bring their expertise and passion to our team […] You will develop, implement, and monitor Brainly’s first employer branding strategy […] Brainly PR & Communications area to create an employer’s brand consistent with Brainly’s overall branding and marketing strategy YOU ARE A GREAT FIT IF YOU HAVE: Required experience: 5+ years of […]
Dieline is a global package design community and showcase of package design inspiration. We cover industry news, sustainable packaging news, design trends, and host our own packaging conferences, package design events, and Dieline packaging design awards.
[…] Considerable additional efforts to further remove any remaining potential aesthetic and branding that the company considered to be possibly appealing to younger people below the federa […] ” With the branding reposition completed, Kaival Brands has successfully restarted its sales and marketing process […]
[…] many other businesses grow enormously on Shopify using years-long experience in social media branding and marketing […] SOCIAL MEDIA BRANDING : Social media branding has been a convenient tool to reach customers for many years. Even though social media branding has become more redundant, sometimes there are way too many businesses appearing on our timeline […]
BRAND MARKETING: PITFALLS TO AVOID, STEPS TO SUCCESS! Jan 19, 2021 Brand Marketing: Step-by-step guide to creating a strategy Is branding really essential to promote your business? The answer is yes! Read More
[…] ” Regarding the upcoming rebrand, it was revealed that a professional firm that specializes in branding and marketing has been hired to put together the launch of the new name […]
[…] Website design and development, SEO promotion and branding […] Branding is for making a mark, establish, and actively shaping your brand into the customer’s mind […] 08 Branding & local SEO Empower and enhance your brand with localized SEO […]
[…] Secretariat in developing cohesive multimedia communications to support the MPHSTF Communications, Branding, and Marketing (CBM) strategy—including, but not limited to, campaign branding and production of audiovisual materials and content to support the implementation of th […] The brand development should correspond to the common UNCT Branding guidelines […]
[…] offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services […] Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, and she is a popular marketing and branding keynote speaker […]
[…] She also co-leads the innovation, technology and branding practice, heads the intellectual property litigation group and serves as lead director of th […]
Whilst the impact of the pandemic is ongoing, the 2021 Survey has been able to look back on the past year and forward to the next, to explore the longer-term changes this is bringing to the practice of place branding and marketing for cities, regions, and nations around the world. This survey is only available to download if you have purchased the PDF or if you are a member of City Nation Place Connections. BECOME A MEMBER NOW To download please sign in.
[…] This opportunity is great for a IP attorney who loves the wide field of small business formation, branding and protection, while also looking to work in along side a firm that provides great flexibilit […]
[…] Out of the 400 companies on this list, these firms specialize in mobile app development, branding, SEO, and more […] ” Check out the leaders below: Fingent Infinum DeSantis Breindel WANT Branding Constructive Tenet Partners River + Wolf Gramercy Tech DOOR3 Blue Label Labs MOBIKASA Tanj Moburs […] io Beacon Branding LLC Clutch Creative House Noticestry Ascender Studios Gavant Software, Inc […]
[…] on law, ethics and etiquette, and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B socia […]
[…] are best for your business Becoming a Social CEO Starting a podcast Identifying your communication, branding, messaging and positioning strategies for your business How to become a marketing consultan […]
[…] This opportunity is great for a IP attorney who loves the wide field of small business formation, branding and protection, while also looking to work in along side a firm that provides great flexibilit […]
One of the most noteworthy consumer trends to come out of Covid has been the shift in focus to community-based shopping. Of course, e-commerce has experienced a major surge, but many consumers are now searching online for shops and services in the local area to find what they need, especially as daily commutes are no longer the norm and people are avoiding unnecessary travel.
In addition to convenience, consumers want to support local businesses, as well as the communities in which they live. Shopping local isn’t just about frequenting small businesses, though. Big brands such as Marks & Spencer, Halfords, and Currys PC World are also thriving at the local level because they have a neighbourhood presence and are well-known, trusted brands that have, at least historically, conducted business predominantly offline.
But in the race to win the attention, and business, of these bricks-and-mortar shoppers, businesses must ensure their ‘Near Me’ Brand Experience (NMBX) – consisting of all the touchpoints along the customer journey from online ‘Near Me’ search to offline purchase – is meaningful and positive across multiple channels. Not only that, for global brands and multi-location businesses, this also means engaging with consumers at all levels, whether country, regional, or local.
While many companies manage these communications well at the global level, they often fall down when it comes to building positive relationships with customers at the local level.
Current research shows that around half of Google searches have a local intent, with consumers searching for products and services ‘Near Me’. But consumers aren’t just searching for local store options. They are turning online to plan their journeys, evaluate local store reviews, and engage with brands directly through social media.
It appears that global brands have started to become aware of the ‘Near Me’ Brand Experience (NMBX) and its importance in their brand strategies, with Gartner’s recent 2020 Spend Survey of CMOs revealing that the most important brand metric for 2020 is brand health – namely, what consumers know and think about a brand.
The challenge for brands has always been that the bigger the brand – and the more locations there are to manage – the more difficult it is to maintain the quality and consistency of the customer experience. To create a memorable NMBX, brands must implement the right multilateral communications strategy that ensures the online to offline customer experience is uniform at the global, regional and local levels.
Create an outstanding NMBX
Global brands tend to have their business information and reputation management under control at the global, and sometimes even at the regional level, but this is often not the case at the local level.
This can be the result of organisational silos, where different levels of the organisation don’t share plans, goals, and processes with each other, or due to a simple lack of strategy and resources applied to actively manage the brand experience from top to tail.
The first step for brands to create a successful NMBX is to identify key stakeholders at the global and regional levels to lead the initiative. This project can then be owned at the global level by a single senior marketing lead – CMO or Head of Digital. Limiting key participants tends to generate better outcomes and more efficient project implementation, while still allowing for cross-departmental cooperation.
Develop brand trust through data accuracy
One of the most overlooked, yet vital, aspects of brand trust comes from consistent data quality. Especially now, consumers are searching online for the most accurate and up-to-date information on location, opening hours, and more.However, as local information is constantly changing depending on an outlet’s location, brands need to be able to manage all changes promptly and centrally. This means updating local level data directly via a master data system, or single source of truth, so it can be kept up-to-date across a brand’s entire directory ecosystem. If done right, this will increase visibility in search engines, increase trust and positively impact customer reviews.
When it comes to data accuracy, brands are facing a particularly difficult challenge, as operating restrictions during Covid vary not only country to country, but between regions and even neighbouring cities. Just like the UK, changing government guidelines meant McDonald’s Germany needed to update their opening hours on an almost daily basis. Because local store managers are always the first to know when key business information changes, they empowered them to log in to their in-house master data management system, powered by Uberall, and update the information quickly. This meant that McDonald’s could quickly and efficiently manage data for their almost 1,500 locations in Germany. As everybody was working from a centralized data management system, they were able to stay agile and consistently provide online store information that customers could trust.
For global organizations, ensuring data accuracy across each and every location is no easy feat. But doing so is essential to build and maintain global brand trust amongst local consumers and drive foot traffic.
Strengthen brand health through reputation management and social media
Another key aspect of brand experience is consumer engagement via online reviews and social media. Managing local reviews and engaging on social media effectively can pose unique challenges, as it can be difficult to know who should be engaging with local customers and how to do so at scale, whilst still maintaining brand ethos and identity.
However, online reviews and social media are golden opportunities for brands to interact with consumers the most directly, and, if well-executed, are a crucial way to turn those interested consumers into customers and advocates.
Depending on their aims and goals, brands can manage brand reputation and social media entirely at the global level, or choose to empower local owners/operators with more independent control. Regardless of the strategy, given the breadth and sheer volume of online reviews and social media interactions, a manual approach simply isn’t feasible.
Instead, brands can use digital solutions to manage and shape their online reputation and customer engagement, allowing corporate control but providing local teams with access to online interactions as needed. By utilising a platform that makes it easy and simple to respond, backed by clear guidance and communication about core messaging, brands can make certain that their brand experience is consistent and compelling from global to local.
Conclusion
Today’s commercial landscape calls for a modernised approach to brand experience. Brands that are able to utilise the right technology tools, processes and feedback loops will be able to achieve an outstanding NMBX for consumers at hundreds, and even thousands, of locations.
While global brand reputation will always be important, when it comes to fostering growth, brands must also focus on improving the brand experience at the individual store level. After all, no matter how good a brand is at creating an image of quality, consistency, and trust, if a customer’s experience doesn’t match that promise, they won’t be a customer for long.
Learn what brand experience is to design a journey that leads to the successful outcome your brand offers. —————-FREE BRAND STRATEGY RESOURCES——————– // PRO BRAND STRATEGY BLUEPRINT Download your FREE Pro Brand Strategy Blueprint here: https://brandmasteracademy.com/brand-… Step-by-step brand strategy development process // BECOME A BRAND STRATEGIST Take a FREE look inside our flagship training Brand Master Secrets – All you need to level up to brand strategy and become a brand strategist. https://brandmasteracademy.com/brand-… Our flagship training “Brand Master Secrets” has everything you need to become an in-demand brand strategist, raise your expert profile, and grow your branding revenue and business. // BRAND MASTER ACADEMY Brand Master Academy is where brand builders go-to for actionable tips and techniques to, Learn Brand Strategy, Help Their Clients On A Higher Level, Raise Their Expert Profile & Branding Revenue. —————- LEARN BRAND STRATEGY IN THE COMMUNITIES ——————– // BRAND MASTER ACADEMY ON SOCIAL Instagram – https://www.instagram.com/brandmaster… Facebook – https://www.facebook.com/pg/brandmast… Linkedin – https://www.linkedin.com/in/stephen-h… Youtube – https://www.youtube.com/channel/UCBFW… Twitter – https://twitter.com/BrandMasterAcad // JOIN THE FACEBOOK COMMUNITY https://www.facebook.com/groups/brand… Join in the conversation with other experienced and budding brand strategists to enhance your brand building systems. // EXCLUSIVE TIPS & TECHNIQUES https://brandmasteracademy.com/subscr… Get on the list for exclusive brand strategy tips and techniques —————- LISTEN TO THE BRAND MASTER PODCAST ——————– The Brand Master Podcast is a show specialized in helping professional brand builders and entrepreneurs to build brands using strategy, psychology, and creative thinking. [Two Shows Per Week] https://brandmasteracademy.com/brand-… About This Video: By the end of this video, you’ll understand what brand experience is, the role it plays in raising brand awareness, and converting prospects into clients. First, we’ll look at some of the terms that are often confused with brand experience and how they differ including experiential branding and brand activation. Next, you’ll discover what brand experience is and the ecosystem of touchpoints that contribute to it. Then we’ll uncover the misconceptions of what brand experience is not and understand why brand experience is so important in building modern brands. Finally, we’ll dive into what brand experience design is and take a look at a brand experience example in the form of Nespresso. 0:00 What Is Brand Experience? 1:21 What Is Brand Experience 2:24 What Is Brand Experience Is Not? 2:53 Why Is Brand Experience So Important? 4:30 WHat Is Brand Experience Design? 5:42 Example Of Brand Experience – Nespresso
Brand Master Academy