Making a Timeless Brand
What are the foundations of building a brand that increases customer loyalty? 64% of people say a shared sense of values and the same 48% of customers say a positive first experience with the company earns alliance quickly. Branding can utilise customer retention, which should form the basis of your philosophy.
A strong and healthy brand expands by building a connection to recurring customers. Figuring out what your company stands for is imperative. For example, FedEx ensure their customers know what they represent – speed, efficiency and efficacy. 45% of a brand’s image can be down to what it says and does. Lock-in on what your company should be known for, make sure you can deliver these promises and then make that the foundation of your company.
As previously mentioned, 48% of customers say the best way to gain alliance is through a first purchase. To achieve this you need to have an authentic service or product that embodies the key principles of your brand.
A classic example of this is Levi’s. The companies first key selling point is it never skips on quality. The rivets Levi use in its jeans have become the benchmark in the industry, earning them over 162 years of successful business. The company does not diverge from its core product. It doesn’t jump on what the latest new trend might be, it sticks to its authentic, quality product. If you do something well – stick to it.
It is now time too look outwards at what people will see before anything else – your image. A visual identity means appropriately representing where your brand stands on a visual level. Sticking to a core idea with any design is the key to making a brand stand out and be seen.
A brand also needs to be heard so having a slogan or tagline is a great way of communicating your message to customers. Don’t fall into the trap of what everyone else is doing. Be concise, unique and relevant. For example, BMW’s “Ultimate driving machine”. Quality imagery and clear cut language creates a sense of value that customers can trust and rely on.
Welcoming a customer to a store can have a very positive affect on their experience with a simple “Hello, how can I help you?”, which in turn builds trust and loyalty. However, this is much harder online, as real human interaction is removed. A great example of a purely online brand that has a great rapport with its customer base is Amazon. Its customer experience lends purchase experience with clear descriptions and a wealth of reviews which helps customers make informed choices. Making things easy for customers makes them happier that their basic needs have been fulfilled.
Listen to your customers – you have to continue building a brand that offers exactly what there asking for. Criticism is a great way to grow. A basic way of understanding your customer is with a well thought out survey. Send these to the customer base you will most benefit feedback from and ask questions that will give you answers of most value. Know your customers inside and out so you can predict their needs before they do.
People like brands that care about community. Brands that link up with groups create a loyal following that in turn can generate future business.
Starbucks is known for bringing people together in their local community. Offering free Wi-Fi, sponsoring community-led projects and charity work all accumulate towards a positive brand image. Become a positive addition to the community and your commitment will help your company thrive anywhere it goes.