With 2021 quickly approaching, it’s time to re-evaluate your brand positioning. Does your brand attract the right customers? Does your brand communicate with your customers using the best social platforms? And finally, does your brand stand out among the competition? As you finalize your 2021 marketing plan, don’t forget to dedicate key resources to branding. Here are five tips.
BRAND CONSISTENCY Consistency is crucial, so speak in one voice on all social media platforms and in all marketing, advertising, and public relations vehicles.
To quote Vala Afshar, “Your brand is what people say about you when you are not in the room.” (@ValaAfshar on Twitter)
CUSTOMER JOURNEY Understand your brand’s customer journey, so walk a mile in your customer’s shoes. Learn the positive and negative interactions or touchpoints and how to resolve customer complaints quickly.
To quote Bill Gates, “Your most unhappy customers are your greatest source of learning.” (@BillGates on Twitter)
CUSTOMER DATA Understand your customer data and use it to help your customers. Don’t use it to annoy or confuse them. This means, don’t send too many emails, texts, or communications via snail mail.
To quote Debbie Laskey, “Don’t let your brand relate to customers in an automatic and anticipatory manner.” (@DebbieLaskeyMBA on Twitter)
CUSTOMER’S ENVIRONMENT Understand the environment that your customer calls home and what may be happening in your customer’s life – and then act accordingly. During 2020, the covid pandemic impacted everyone. Some people lost loved ones. Some lost jobs, and some lost their homes. So, if you have to raise prices for your brand’s products or services, consider offering discounts or create a new loyalty program. The brands that continue to profit and ultimately survive the covid era are the ones that put their customers first and foremost in their planning.
To quote Flavio Martins, “Do your employees go off-script to improve customer experience and satisfaction?” (@FlavMartins on Twitter)
BRAND ADVOCATES Always remember, all of your employees are your brand advocates, whether they work as official members of your marketing department or not. Therefore, reinforce your brand’s key attributes and your brand promise by educating all employees and spend the time to create a positive culture where employees are recognized and rewarded so that they will become enthusiastic brand advocates.
To quote Shep Hyken, “A brand is defined by the customer’s experience, and that experience is delivered by employees.” (@Hyken on Twitter)
What would you add to this list?