When building a brand, a business owner often concentrates on the key indicators of efficiency. However, attention is not always paid to working with the audience. If you really want to attract and retain a loyal audience - consider improving the customer experience. Let’s take a look at how to boost brand identity by providing personalized service.
What is business branding?
When looking at branding from a customer service perspective, it’s best to use the phrase by Jeff Bezos (Amazon): “Your brand is what people say about you when you are not in the room.”
That means that a brand is, first of all, its reputation. It’s how the buyer perceives your company (or you personally).
How does it work?
Your product is not the core of your business. Let’s be honest: a product itself may not always attract an audience. What then works?
Emotions guide the buyers’ desires. According to recent studies 50% of all purchases are driven by emotions. Hence, branding is about establishing an emotional connection with people so that they can make the right decisions for your business.
The right brand creates a feeling. Let’s remember Apple’s “Think Different”. The audience has a sense of innovation and uniqueness. These are the key messages by which the company has been providing successful sales for decades.
So, building a brand is primarily about developing “emotional buttons” that you can press and create the necessary sensations. The product is not able to support the business. However, the brand is.
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Why is emotional customer satisfaction so important?
If a customer likes your brand, they will stay with you and recommend you to others. There are research studies that confirm that a positive customer experience has become more important than the product itself and the price. It is now one of the most important brand differentiators.
If you haven’t worked on the emotional satisfaction of your audience yet, it’s time to start doing it. We’ll tell you about the most relevant branding methods through better and more personalized customer service.
How to build a brand through customer satisfaction
Here are 8 recommendations that you can consistently implement right now.
Identify and follow your mission and values
Any brand should have benchmarks that will help it develop. These benchmarks are mission and values. If you want to fully implement a positive customer experience strategy, you need to not only set benchmarks but also follow them.
The mission is a key direction of brand development, a set of its values, principles of customer service, and interaction with the public. Brand values are intangible characteristics that differentiate your brand from the competition. They are the ones that evoke the necessary emotions and influence the buying decision.
Create a customer support business model
If you are going to target a brand to a customer, you need to find out who your current and potential clients are. To create a “customer image” and learn the basic characteristics is correct, but not enough. You need to segment your target audience and fit your business offerings to the needs of each segment. Simply put, you need to create personalized features that address the needs of all segments.
Make a unique brand voice
The way your brand “sounds” is influenced by the mission, audience characteristics, and the industry you work in. Brand voice is the way you communicate with customers. It can be:
friendly; professional; neutral; authoritative; informative; spoken; technical.
What if your brand already has a voice? To understand this, answer 5 questions:
- Does your brand have an individual style?
- If you remove the visual identity and leave only messages, will customers recognize you?
- Can a client distinguish your company by communication style?
- If you imagine a brand in the form of a character (person) - what will it be?
- Does the image of an imaginary character match the goals and objectives of the brand?
It is necessary to form the voice of the brand by studying and segmenting the audience in detail, as well as studying the manner of its communication on social networks, websites, and in life.
Image credits: medium.com
Create a customer-centric USP
Surely, you have something to tell your customers about the brand and the product. Put it in 1-2 sentences. Say them in the language of your audience. Here’s a quick checklist to help you shape your unique selling proposition:
- Who are you?
- What do you offer clients?
- Why should they buy from you?
Don’t make the common mistake - don’t focus on the benefits of your product. A personalized USP is when you tell what benefits the product will bring to customers, what problems it will solve.
Image credits: optimonk.com
Train your entire customer support team
Customer service is primarily about personal interaction between customers and your employees. It’s not just about the support team. Each of your employees communicates with the audience directly or indirectly. It should also convey your brand values. If you don’t fix it, all other actions will be just an ineffective “shell”.
Therefore, analyze the quality of customer service now. Find out what your audience has to say about service quality and determine if it aligns with brand values. You will be able to identify problems. Their solution will become a topic for the staff training. Don’t let things slide: schedule training and track team development.
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Use your visual identity
Make sure your brand is cohesive, understandable to your audience, and 100% representative of your company. First of all, this concerns the main tools of visual identity: colors, logo, and font.
You can develop them when you have defined the brand’s strategy and values, and formed its voice. They will provide the necessary basis for creating visual elements. For example, if the voice of a brand is business, the color scheme should be strict and the font should be classic. Overall, you have plenty of options to experiment with.
Image credits: columnfivemedia.com
You don’t need to hire an expensive designer to create a brand logo. There are tools available. For example, Logaster will generate a logo in a couple of minutes. You can download ready-made forms of documents and images for branding social networks with your logo.
Customers are looking for an experience that is focused on their needs, supported by personal interaction. Therefore, adhere to the principles of individuality consistently at every stage of brand creation and development. Maintain this at all times and at all points of contact with customers.
Give more autonomy to your customer service team
This is the forefront of customer service. What kind of individuality can we talk about if the customer support operator is limited by a strict interaction algorithm? What happens if the customer’s problem doesn’t fit into this algorithm? Irritation, frustration, perhaps even choosing your competitor. Prepare your team of operators and empower them to make individual decisions for each customer. You will see your audience satisfaction increase.
Use the information about your customers and experiment
What do your customers love, why do they prefer you to competitors, why do they stay with you? To add value to your brand, build customer engagement from the beginning. It’s too bad if your only competitive advantage is a lower price. This means that you have failed to build your brand.
Therefore, interact with customers before they even notice your offer. Be aware of their interests, current trends, and current needs. Use this information to find obvious and non-obvious values.
Experiment to be different. Otherwise, you will always have to cut the price and suffer losses. “To be better” or “to be cheaper” - the choice is yours. At the same time, your clients choose between “what I will give” and “what will be given to me in return”.
One-to-one interaction is almost the only way to keep audiences in today’s oversaturated marketplace. Either you create a brand that targets all audience segments, or you remain an unnamed product. Therefore, we advise you to start working on improvements now.