Branding is an important strategy that is adopted or should be adopted by all businesses as it is a shrewd marketing tool. Irrespective of the size or how far our organisations have grown, we should always use branding as an essential tool to attract customers. Business brands have enough benefits as they can market our entities within 24 hours in a day while a marketer can only do that for a limited period. For us to reap the benefits of our business brands, we should personalise them such that they remain unique.
Branding does not only summarise the services and products that we offer to our clients; it goes further to influence the emotions of the customers which is an essential aspect in differentiating our business with other firms that provide the same products or services in the industry. Moreover, branding informs potential customers of important details such as:
Why we are better than others in the industry
What our services and products entail that is different from that of our competitors
The clients who have more information about our brands tend to become repeat buyers while at the same time they refer other customers to our products or services. Creating brand loyalty among your customers is a vital aspect as it maintains repeat buyers while continuously getting new buyers of our products and services.
If we invest significant resources in creating and maintaining our brands, we demonstrate to the existing clients and potential customers how serious we are about what we are doing. It is worth highlighting that branding plays a key role in reflecting quality and trust, especially when done in the right way.
The marketplace is full of different companies that are selling similar products to our business. Consequently, we have to tell customers how different we are so that we can retain existing customers while attracting new ones. We should implement better marketing plans so that our product does not appear generic among other generic or personalised brands in the industry. To avoid this, we have to personalise our brand. The list below highlights five of the best that we can use to personalise our brand.
Recent statistics indicate that the number of those people who are joining social platforms such as Facebook and Twitter has drastically increased as compared to the number of people who were using the same platforms ten years ago. These statistics go further to highlight that about 74% of American consumers are using social media platforms. Therefore, social media is a valuable tool that can be used to personalise our brand. Through digital marketing, we can engage our customers in various methods such as videos, pictures, conversations, and audio among others.
Social platforms can help us to use all the senses, except smell, to inform more about our brand. Moreover, it is through social media that we can connect with our audience which will help us in determining and alleviating their pain points. We can as well develop a habit of creating sufficient content about our brand that creates fun and a relaxed feeling. Social platforms will also help us to communicate with layman’s language hence avoiding technical terms and business jargon that many customers cannot understand.
Benefits of using social media for brand personalisation
It is available in free and paid packages
You can reach a broad audience
It increases the visibility of our products and services
Helps in nurturing good relationships with our customers
It is a conducive environment for engaging customers
Be Consistent with Your Voice
Having and using a consistent voice is an essential marketing strategy that we should be aware of when we intend to personalise our brands. A consistent voice means that the language, terminology, or tone that our business uses remains the same and can be predictable. Tone and vocabulary should stay the same in all areas where the company has to write texts such as blogs, websites, social media platforms, and even in our product descriptions.
Language, tone, and voice used are critical aspects as they form an identity mark for our businesses. Most of the people remember about a company and its products or services through the voice, language, and tone used during the marketing process. These factors may create a positive or negative impression on our business, especially if we are not consistent. Using different tones may result in a change in emotions which is not easy to remember for customers. If you use visuals or images, make sure that they are appealing and optimised.
Additionally, use of different language and an inconsistent voice may send mixed messages to our customers and potential clients leading to confusion. Using varying methods of communication does not set the record straight on which niche we are targeting. Moreover, it creates doubt and lack of trust from the audience since we have given the impression that we are unsure about ourselves.
Customize Your Support
It is during the communication with our customers that our business has an opportunity of creating a good impression or rapport with our brand. Therefore, our organisations should formulate and implement a customer support system that focuses on the needs of each person who requires the assistance of our company. Customers should get tailor-made solutions to their problems rather than the general information which does not offer any help. It is worth understanding that their needs are specific and will need a particular or customised solution.
We need to create personalised feedback to our client so that he or she can feel valued by the business. Having a user accessible section on the interface of our website we should endear to offer long-lasting solutions to the pain points that face or clients. Companies can do this through chats, step-by-step processes of solving their problems, or a video demonstrating how customers will fix a specific problem. Customised feedback creates a good impression and will give our customers a real sense that we care for their needs.
It helps in understanding our customer satisfaction levels
It demonstrates that we value our customer’s opinions
It increases customer retention
It is a competitive strategy that helps in attracting new customers
Blog about Your Product
Content marketing is a vital strategy that is being adopted by different organisations to create personalised brands. Writing sufficient content about our products or services and letting them know of updated stock levels both help our customers to answer specific questions about our products and services such as:
How superior our products are, compared to similar products on the market
How different are our products from the rest
What is the purpose of you selling that product
It is through blogging that we can establish ourselves as thoughtful market leaders. Posting educational and informative pieces presents us as a business that is fully conversant with the product or the service we are offering to our customers. Readers of our blog will trust you because they have a perception that you know what they want. It is important to highlight that we can easily convert readers of our content to loyal customers. Having sufficient information about specific products or services enhances our brand authority among the clients.
Benefits of blogging to personalise our branding
Blogs help in enhancing customer relations as we respond to comments about our content
It increases visitors to company websites who can easily be converted to buyers
It increases the ranking of business websites as the content we write is Search Engine Optimized which makes it visible to more customers
Also, writing content about our products and services plays a vital role in demonstrating our brand personality.
Be Flexible and Adapt to Changing Times
Being flexible and adapting to the changing times is an essential strategy that organisations should adopt for them to develop professional, personalised brands.
Technology is changing so fast such that businesses are left with no option but to adjust quickly and efficiently so that their company and their brands are not left behind. However, every business should be cautious enough such that they do not change abruptly as this may cause them to forget the values they hold about their brands.
Being flexible and incorporating technology into our branding will help our organisations to stand out among other businesses that don’t move with technology. Companies are encouraged to continuously evaluate the new trends and other opportunities that are helping in brand-building. The changing trends help the company to embrace the changing culture in the branding of business products. For example, social media marketing is a cultural trend that organisations have to embrace failure to which they will lag behind in brand personalisation. Additionally, entities should try to incorporate technology in brand packaging, designing, and in service delivery as a method of personalising their brand.
Having a brand is not enough in this era where competition is stiff. Businesses should go several steps further in making their brands appeal to more customers who want to be satisfied at the highest level. What has become so hard is that customers are not willing to compromise with the standards they expect but they would like to receive more than what they are paying. Therefore, personalising our products and services accrues to our company several benefits such as brand loyalty, differentiating our company, and retaining customers.
On the other hand, businesses which have not personalised their brands have found themselves in deep-rooted problems where they are scaring at the likelihood of collapsing. They have remained at their original state without changing their form or changing to suit the needs of their customers. Personalised brands have overshadowed their products, and they do not stand out in any way to the members of the public. To avoid this problem, we should make branding a fun experience for both ourselves and our customers. Professionally building our brand can pay off in a tremendous way that can prove to be a long-term benefit to our entities.