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Branding - What does this really mean?
Marketing and branding are different but closely related as they synergistically work together.
Marketing is the strategy around the actions you take for the promotion and selling of your products and services. This includes your research and advertising. Of course, you could drill this down into many related posts topics of discussion, that is not this post. Today I want to focus on branding and the shift that is happening, and why you need to do more than just take notice or you will be left behind.
Branding is a marketing action, a strategy that gives you a competitive edge to differentiate your product or service. And, it has evolved way beyond logo recognition, some would even argue that is the last thing to worry about in relation to the Branded Customer Experience.
The Customer Experience (CX)
Use “brand” to enhance customer experience. Create an emotional connection and personalize your message. KYC - Know your client! Here is a free download of the HubSpot Buyer Persona template and examples of how to make the most of it, so your entire company can use this to provide better marketing and service to your ideal buyer.
Who is your ideal customer? That “Starts with Why” you are doing what you do! Sorry - a shameless plug for Simon Sinek’s book. In case you need to back up a few steps - check out his TedTalk and learn about the Golden Circle. Know your “Why” and you will KYC. It’s worth noting that often your ideal customer is you! Your product or service is often something you have developed out of lack in the existing marketplace.
Don’t have time to watch the 20-minute video? (Pro Tip: find the time)
The Law of Diffusion of Innovation: To achieve mass market penetration, you need to reach the tipping point of 15-18% acceptance by Innovators and Early adopters so the Early and Late Majority (34%) take action.
Innovators (2.5%) and Early Adopters (13.5%) - they are comfortable making the gut decision, intuitively driven by what they believe about the world. You need to reach the Innovators and Early Adopters, who believe what you believe.
Is this thought-provoking or what? Wrap your head around the concept and ideas on how your why needs to be aligned with your buyer values and your brand should come to light. Your brand needs to be injected into the customer experience to create the Branded Customer Experience (BCX). You will find motivated employees to help deliver the BCX because they also believe what you believe.
Marketing Math: BCX = Brand + CX
Keeping your message aligned with your why as it’s directly related to what’s important to your buyer. Always add value with your message, ask “why would my buyer need to know this, how do they benefit”. Consistently deliver in ways you promise, and the buyer will associate the positive experience with your brand. Position the experience your buyer has at all touch points with yourself/the business as the brand.
How to deliver a consistent branded message? Strategically design the customer interaction experience. This flows through all the buyer/customer touch points and the entire customer journey. Setting the expectation so your customer remembers the experience and how they felt interacting with your brand.
Cohesive value and benefits message across products, service, sales, and marketing.
Now is the time to implement CX strategies for your business, and according to Customer Strategist Journal, these are six key areas should be considered.
If you want to dig deeper, start here with a great article on 7 ways to create a great customer experience strategy.
As I mentioned in the beginning, Marketing as a subject matter has many layers. Today we discussed branding and what it means to your business.
A final thought about this ever changing landscape, measure the results. Understand what is working and what needs improving to stay aligned with your customers' values and continue to deliver the Branded Customer Experience they identify with. Here is further reading on how to measure customer satisfaction.
The Purpose of Business is to Create and Keep a Customer.
- Peter F. Drucker
Branded Customer Experience is achieved when the buyer is interested and emotionally identifies with the message which is the brand. Increased personal engagement through the use of the product or service which makes them feel good and they would recommend the company to their friends and family.
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