Implementing a stand-out brand experience is critical to achieving sustainable growth for any business. But the brand experience has shifted over the years, and nowadays, it’s the client that holds the power – instead of the vendor. The brand experience is how a client is left to feel after their interactions with a business or individual. A positive and memorable brand experience breeds loyalty, build recurring revenues, and promotes business sustainability and longevity. The increasing shift into the online realm means clients look to multiple facets of a business to form the whole experience. This has brought about many changes, which means that brands face significantly more pressure to perform to maintain visibility for the long term. The experience the client goes through with the business is equally, if not more important, than the product or service offering itself. So, what makes for a great online brand experience?
- Quality of browsing experience
- Powerful, laser-targeted messaging
- ‘Frictionless’ tech and payment processing
- A strong social media presence
- Standard of email correspondence or other communications
- Mobile as well as desktop experience
- Relevant and carefully targeted campaigns
Founders are responsible for ensuring that their brand delivers an experience that aligns with their business goals. Therefore, prioritising this in business is critical to its long-term success in today’s highly competitive marketplace.
So why else is brand performance so critical in today’s world?
It Impacts The Bottom Line
The way that your clients feel, think, and speak about your brand is directly linked to customer retention, loyalty, and lifetime value. With the onset of the pandemic, consumer behaviours altered, and many became less likely to spend on brands they did not trust or did not previously experience a high level of satisfaction from. The prospect of a brand not prioritising a stand-out experience elevates risk of losing customers to high-performing competitors. And in the digital age, we see many big players strategically winning through shifting their approach. Smaller businesses and startups may only stand out by putting the customer first in every way – from packaging, shipping, and after purchase experience to the tone of voice used and a polished and professional digital presence.
Drives Competitive Advantage
A great brand experience will make your business stand out from the competition in your industry. After all, if those consuming your product or service are not satisfied, they can turn elsewhere to meet their expectations with little effort. Companies on a global scale have realised that a great product and competitive prices are no longer the only winning ticket to retaining loyal customers they once were, and today are focusing their efforts on personalised brand experiences to drive loyalty and recognition.
A critical component of a successful brand experience is the feeling that it’s personalised to meet a specific profile. Moreover, personalisation does not entail plagiarising competitors offerings – it’s about taking a strategically differentiated approach and adding unique elements that have otherwise not been tested in that way before. The personalisation could entail collecting data and using it to deliver an experience that directly aligns with the interest taken in the business or brand. It could also include product or service recommendations based on previous purchases or engagement. Some form of online tailored experience will go a long way in resolving problematic issues that could otherwise arise.
Helps Build Feedback Loops
When a client provides feedback, it offers valuable insight into their expectations and how they are likely to evolve. It can indicate what mechanisms and tactics work in the business’s favour and which are not performing and should be altered or discarded. The solution to meeting these demands is to listen to feedback and implement it accordingly to tailor the client experience. Furthermore, clients will notice when brands consider and implement their feedback, which helps solidify trust and build a positive brand reputation. Investing in a great customer experience is the golden ticket to ensuring that your brand stands out in a competitive market and retains a loyal following. It’s a must in today’s digital business environment, and it’s in every business owners best interests to conduct thorough research and improve insights through data analysis and reporting, to make informed decisions on their ideal client behaviours, personality types, habits, and demands. Do you require assistance with scaling your business and formulating a magical brand blueprint? We can help you! Get in touch with us today.