Branding is an ongoing work of identity building, which involves transparent communication and forming emotional connections with the public. With so many options available, consumers seek more than products, they desire brands that are aligned with their values.
Research by Motista, a company specialized in Predictive Intelligence on Customer Motivations, reveals that consumers who establish emotional ties with a brand attribute lifetime value up to three times higher. In addition, the probability of these customers recommending the company reaches 71%, significantly higher than the average of 45% among those who do not have this type of connection. Check out five essential tips to build a brand that stands out in the market and helps establish meaningful relationships with its customers.
Consistency
Maintaining consistency is essential for the brand to become easily recognizable and memorable. For this, it is important to use the same colors, fonts and visual styles on all platforms. However, consistency is not limited only to aesthetics, but also to the voice and tone of communication. When consumers recognize a brand in different channels, such as social networks, ads and websites, they feel that they are interacting with a solid and reliable entity. This perception increases consumer loyalty and trust, essential elements for long-term success.
Purpose
Defining and communicating brand mission and values helps consumers understand what you offer and why you do it. Brands with a genuine purpose tend to attract customers who share similar values, creating a strong sense of community. By demonstrating how a brand contributes to society or the environment, it is possible to increase engagement and strengthen customer loyalty.
Differentiation
Identifying and highlighting what makes a brand unique is essential to attract consumer attention and build a strong identity. It is important that the brand offers something that no other offers. This uniqueness can lie in an innovative product, exceptional customer service or a creative approach to solving problems. Emphasizing these aspects in your marketing strategies, you establish a clear value proposition that resonates with the target audience, generating interest and loyalty.
Engagement
Talking to consumers and listening to their feedback is essential to create a solid relationship with the public.In addition to demonstrating that you value the opinion of your customers, this provides an overview of what is working and what can be improved. Using social networks and other platforms to maintain open and transparent communication with your customers can turn them into brand advocates, expanding the reach and influence in the market.
Unified experience
Last but not least, ensuring a unified experience is essential for the brand to have a coherent presence across all channels. Consumers interact with a brand in a variety of ways - whether online, in physical stores or in advertising campaigns. Maintaining the same experience across all touchpoints helps build a solid and reliable perception.In addition to increasing customer satisfaction, this strategy strengthens the brand image, making it even more memorable.
Claudio Vasques, CEO and founder of Brazil Panels, a company specialized in market research and full service marketing & marketing brazilpanels@nbpress.com.br
