You’ll know when your branding and marketing is paying off when your customers are singing your praises. When you have it all right, your touchpoints will be on your side, building loyalty and bringing your customers back. Ignore the customer and you’ll have no brand. It’s that important! This will be more effective than any marketing campaign. It takes a complete team of leadership and brand ambassadors and is determined by everything the brand does. (Sounds like the definition of branding, doesn’t it?) And because of fierce competition and the efforts of businesses to improve their performance over the past few years, the service and products which customers get are generally good.
But good is not good enough. The brands that stand out are those that have the courage to pursue purpose beyond profit, to engage, entertain and educate their audiences; and who see their customers and employees as members of a like-minded community. These brands succeed because they provide an experience that is not just different, but dramatically different. Only then will you put your brand at the forefront of your customers’ minds whenever they need the kinds of products or services you offer.
The challenge for businesses is how to define and deliver this kind of experience so that it works every day across every touchpoint. While it’s evident that customer experience management is high up on the leadership agenda, there is still much debate as to the best approach to take. At BranWorks, part of our approach we recommend is WOW Branding at every critical touchpoint along the buyers journey. This often determines whether customers become loyal customer or they walk away, never to be seen again.
About the Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or read more at www.BranWorks.com.