Even before we dive straight into talking about customer reach, we will have to acquire knowledge regarding branding, the ratio of branding to increasing customer base & the difference between brand and branding.
“ A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” – American Marketing Association.
Let us consider a product, say toothpaste. You’ll be able to find numerous brands selling the same base product; that’s exactly what we’re talking about – differentiation.
The idea or picture a customer has in mind when talking about a particular brand (e.g. Sensodyne toothpaste is used for toothache or other cavity related issues whereas closeup or Colgate Maxfresh often relates to fresh odour or white teeth.)
Though a product can have duplicate versions, the brand remains unique.
What’s branding then? “The art and science of influencing perception about a product, service or organisation.” – Sean Tambagahan
Branding is termed as art and science due to the purpose it serves. Branding is the face of an organisation’s product or service that creates a defined perception in customers’ minds. The core objective is to grab attention & retain its loyal customers.
Ways to create a market space for a brand :
- Advertise – let customers know who you’re and what you serve. Ad designs, the message it spreads or how well a product is presented directly impacts the sales.
- Customer service – Offer adequate customer services for loyal users to maintain healthy relation & brand equity. Make them believe that you’re available to help them with their requirements.
- Unique management – One positive impact of the user on a brand changes sales dimensions which includes employee behaviour, listening to your customer, organised services etc. Management plays a vital role in increasing your market space.
- Brand visibility & identity – What is the purpose of your product/service? What are company values? Mission and vision statement? logo, name of the product, ads, colours & fonts used; not a single element can be overlooked. Remember, users observe it all.
- Presentation & pricing – Cover, colour palette, look of a product affects customer perception. Name of your item, the way it is presented, what’s the price it’s being sold at, what are the competitors charging for a similar product (if your pricing is higher you should be able to convince users about quality, brand equity etc.)
- Create a ‘voice’ for your organisation that can reflect your brand. Never forget to remain consistent – in quality, service or availability. Consistent strategic branding leads to strong brand equity in order to distinguish between branded products and your brand.
- Be true to your brand and get the word out! Place yourself everywhere.
Branding as a tool to increase customer reach :
- Use a proper logo – Logo doesn’t sell, it identifies. A logo derives its meaning from the quality of the thing it symbolises. It is the face of you as an individual, your products, the company and the brand as a whole.
- Developing Emotional connection – Empathy and emotional support is the key. Customers are attracted to brands that connect on a personal level rather than the ones who choose to stay far away from their users.
- Make it personal – One positive experience of a potential user can change the dynamics of how they get attached to the brand. Ensure employees speak well and are willing to listen to customer needs.
- Use technology & chatbots – Gone are those days when people actually waited for pigeons to deliver letters or someone responded to their handwritten letters. With a rapid change in technology, development & mindset customers would hate to wait in order to givefeedback, enquire or complain. The best way to keep them cool is by using chatbots.
- Social influencers can make or break a brand – Social media rules the 21st century and one cannot escape or avoid social media. People tend to drift towards social influencers for opinions on brands & their reaction could make a strong impact, hence maintaining healthy relations with such influencers can prove beneficial.
- Listen before you respond or react – Respect inputs or feedbacks from buyers in order to execute certain suggestions. This way you’re creating a trustworthy relationship showing that your purchasers play an important role.
- Guide your Buyers. – Not everyone has the knowledge of everything that’s happening around or being innovated or discovered. The best you could do is enlighten them with necessary and important information thus making it easier for them to learn more about the product. This helps with their decisions (mostly in your favour).
- Conduct live video sessions – Your users are more loyal towards the brand when they know you are not at a higher level but someone amongst them. Attitude towards a brand is only possible when you make them feel they’re important & they’re a part of the brand family.
- Never forget the importance of mobile apps – Not everybody has the time to check websites or open desktops. Youth would always find it easier yo search, order or enquire on apps rather than checking them out on websites or blogs.
In simple terms, a product you sell, a brand you design, a campaign you start, the strategy you develop every step is to measure the sales and most importantly sales rely on customer approach, perception & requirements.