Branding, a means to identify cattle or a way to keep your business in the minds of your audience and customers? Well, both if you want to get semantic but they are easily seen as not at all the same. –Or are they?
Branding cattle is a way to help farmers identify who’s who in the vast pastures. Business branding isn’t an entirely different concept, as it’s a means for customers to identify and recognize your business. The vast pastures are the market and commercial world in this comparison.
This is starting to sound quite impersonal, don’t you think? We’re not a bunch of cattle grazing in the fields. We’re complex and independent people searching for certain products or services that fit our needs and wants. We buy what we buy to tell those around us who we are–and to remind ourselves of that as well.
We need a brand presence that embodies this uniqueness, individuality and complexity. The world is changing right before our very eyes. Why aren’t we evolving business branding to keep up with the change? The answer is, we should be.
Evolving brand awareness campaigns and efforts into a more personal experience for the customer is the direction business branding is taking. Focusing on customer bonding, rather than business branding will get you there. Keep reading for more stuff to know to help your business and brand grow.
Old Branding vs Today’s Branding
I’m sure we’ve all heard “they don’t make it like they used to back in the day.” This is a relatable and common statement made by those who’ve lived through so much change and evolution within the business and marketing world. To have a successful business in the past was to have quality products. A good cup of coffee or crisp beer would sell easily. The people who enjoyed these products would share their experiences and opinions of them with their community, raising product awareness.
But believe it or not, quality products are available in every competitive market out there. High quality is an inevitable and standard necessity in your business and has been since mid 20th century. So what’s different about today’s business branding from the old ways? Well once again, the shift from focusing on simple products to actual brands.
The need to set our brand apart from the competition is a must for driving more product awareness. Especially when products across most markets are almost indistinguishable from those of their competitors. In the 1950s, there were companies that didn’t get the memo to develop any form of structured brand management.
Companies like General Foods, Procter and Gamble, and Colgate mastered developing and managing their consumer packaged products as brands. Their brand awareness campaigns at this point evolved into something similar to what we do today when creating strong brands. It requires truly understanding your target audience and ideal customer avatar.
Branded propositions are brand knowledge that represents offering not only functional value to a brand but emotional value as well. The emotional aspect of business branding is what set the new precedent for a strong brand. Since the functional side of products are likely to be rather similar across competing companies, it’s what sets everyone apart! Once again in the 1950s and 60s, there were companies that set the bar for raising brands to aspire to.
Brands like Kraft, Lipton, and Tide were amongst the brands that changed the way companies market their products forever. The start of centering business success around having the best understanding of our target customers and brand awareness. Other companies followed in the footsteps of their successors and so began a new era of business branding and marketing.
The only problem is, since the 90s, we’ve been in the eve of a new era in business branding and marketing. One that requires even more incentives in our brand presence to set us on top. We see it every day, being overloaded with bonuses and loyalty programs, but what’s going to change? What in our brand awareness campaigns will keep up–if not surpass–those of our competitors?
The answer is simple, and the reason we’re here right now: customer bonding and relationships. Yes the answer might be simple semantically, but it doesn’t mean it’s simple to achieve this in your business branding. Not only does it take deliberate focus on your product awareness and marketing efforts. Building a strong brand requires us to take a deeper dive into how we handle our customer relationships.
For help building your business mission and products into a strong brand, embracing customer relationships, contact Wizards of Ads™ today.
Basics of Customer Bonding?
When it comes to successful and strong business branding, customer bonding is key. Simply put, this means creating a strong connection between your customers and your brand. There are a few ways to go about doing this:
- Make sure your branding is consistent across all channels. This includes everything from your website to your social media accounts to the way you answer the phone.
- Listen and BE responsive to customer feedback, both positive and negative. Showing that you care about what your customers think goes a long way in building loyalty.
- Get involved in your community. Sponsoring local events or causes is a great way to show that you’re more than just a business – you’re part of the fabric of the community.
Why is Customer Bonding Important?
Customer bonding is important for several reasons and what better way to break it down than a step-wise explanation. First, it helps to build brand equity. When customers feel a strong connection to a company or product, they are more likely to become loyal brand advocates. This can help to drive sales and increase market share.
Second, customer bonding can help to create repeat business. If customers have a positive experience with a company, they are more likely to do business with them again in the future. This can lead to increased revenue and profitability over time.
Third, customer bonding can help to reduce customer churn. If customers feel bonded to a company, they are less likely to switch to a competitor. This can save on marketing and advertising costs, as well as reduce lost revenue from customer defections.
Bonding and the Little-known Secret of Marketing
It’s no secret that branding and customer bonding are important in marketing. But there’s one little-known secret that can really help you stand out from the competition: focus on millennials and their parents.
Yes, you read that correctly. Millennials may be the most talked-about generation these days, but their parents are actually the ones with the real spending power. And if you can tap into what both groups want, you’ll be able to create a bond that will last for years to come.
So what do millennials and their parents want? They want brands that they can trust, that are transparent, and that have a strong social conscience. They also want brands that are innovative and offer unique products and experiences.
But do you know the most important ‘want’ from these seemingly opposite target groups? Customer bonding. Forging and maintaining relationships with our customers is the secret to powerful marketing and business branding.
Why Bonding Creates Community?
I mentioned before that customer bonding creates a community between people with shared interests and desires. Many businesses focus on branding as a way to create customer loyalty. But what they may not realize is that bonding with customers creates a community that can be even more loyal and supportive.
When customers feel like they are part of a community, they are more likely to remain loyal and supportive, even during tough times. Businesses that focus on customer bonding create an environment where customers feel appreciated and valued. This, in turn, leads to increased loyalty and support.
In today’s competitive marketplace, it is more important than ever to create a community of loyal and supportive customers. By focusing on customer bonding, businesses can tap into this powerful source of marketing and brand awareness.
What is a Brand Personality?
A brand personality is the set of human characteristics associated with a brand. A strong brand personality can help a brand stand out from its competitors and build an emotional connection with consumers.
Some of the most iconic brands in the world have very strong personalities. For example, Harley-Davidson is often seen as rugged and rebellious, while Coca-Cola is seen as fun and festive.
Developing a strong brand personality can be a great way to connect with consumers on an emotional level and create a lasting impression.
Brand Personality and the Bonding Process
It has been said that brand personality is the human characteristic associated with a brand. This can include things like tone of voice, values, and even physical appearance. It is what makes a brand relatable and likable to consumers.
The bonding process is the emotional connection that consumers feel with a brand. This connection can be based on shared values, common experiences, or simply an appreciation for the brand’s products or services.
When it comes to businesses branding and brand loyalty, creating a strong brand personality is essential. Consumers must connect with your brand personally and emotionally, for them to want to continue doing business with you. This is why the personality you craft for your brand is essential to the bonding process.
To wrap things up I’d like to ask what your favorite brands are? What are their brand personalities? What are your favorite attributes about this brand? Did your business branding bond with you as a customer?
Now think about your business branding. Does your brand connect with your customers on a personal and emotional level? What is your brand’s personality? Does your business brand drive awareness to your company and product? If you want the best answers for this and to be sure your brand is strong, contact Wizards of Ads™ today.