Brand consistency: Tips to help you get the basics right
To establish brand trust with customers, it is important that companies combine what they say they will do (brand promise) with what they do (brand experience) and how they visually show their brand (brand identity and visual elements). To build brand trust with your customers, every interaction needs to be consistent with past experiences, as past behaviour provides a good indication of future behaviours.
To achieve brand consistency and deliver according to your brand promise it is important to take a step back and reassess your brand according to the following steps:
1. Brand Positioning
Before you start you need to know what makes you different from your competition. This will help you develop your brand onlyness statement. Once you have this you need to write down your brand positioning. This explains how you will position your brand in the market and the brand voice (tone and words) you will use to communicate to the market. This will help you to determine exactly how you are positioned against your competitors.
2. Brand Test
Conduct a deep dive to understand who your customers are and what they want against what the company’s purpose is, what it offers and how it behaves. This will help you to understand how your company is positioned to meet your customer’s needs.
3. Brand Experience
Identify every touchpoint where you interact with your customers, for example, reception areas, call centre agents, consultants as well as your website and social media presence. Plot these out on a matrix to determine which are the most shallow touchpoints vs the deep touchpoints as well as where you interact with your clients generally and on a more personal basis.
4. Brand Metrics
Once you’ve identified all the touchpoints and materials you have in place, you will need to assess them to determine if they align to your brand, both visually and in voice. You also need to establish how employees engage your customers and determine if their interactions align to the overall brand. Finally, you need to measure the impact that the brand has on the success of the business. You can only achieve this by putting measures in place to ensure each employee understands their role in delivering a consistent brand experience at each customer touchpoint.
Getting the basics right is critical to achieving branding success. However, it is equally important that you help your employees succeed in delivering consistent brand experiences. This can be achieved by giving them easy access to the right tools to deliver consistent experiences. By using technologies such as Artificial Intelligence (AI) or machine learning these solutions can check content for brand consistency ranging from the visual elements through to the language used in all communications.
Equally important is ensuring that every employee is a brand ambassador for the company. To do this you need to engage your employees, get them to buy-into the brand and help them to deliver the brand experience that your customers expect when dealing with your organisation.
While technologies exist today to automate business tasks, it is important to note that these technologies should be used to enhance the customer experience. This means the technology should free up employees from handling time consuming, repetitive or basic functions, such as providing a statement, to adding real value to the human interaction. In the age of customer experience, customers are looking for authentic interactions with people that can add value to their experience and help them to meet their specific needs.
For more information on how to achieve brand consistency at every customer touchpoint, get in touch with
BrandQuantum on 010 450-0905 or visit the website at www.brandquantum.com.