WHY BRANDING MATTERS TO YOUR CUSTOMERS

Imagine that there two t-shirts, A and B, placed in front of you and they are made from the same material, have the same color and size. The only difference is that T-shirt A is sewn with a logo of a well-known brand. Both T-shirts are on sale and A cost $20 while B cost $10. Which one will you buy? Most people will choose T-shirt A.

Why?

Even though both are of the same material, what sets them apart is the fact that T-shirt A is sewn with a well-known brand’s logo.

Thus, when it comes to consumer choices, branding matters. Without further ado, below are the 7 more reasons why branding matters to your customers.

If your brand is able to provide customers with constant positive experiences, over time, it will form an opinion on your customer’s mind that the brand is trustworthy. Positive experiences can come from any of the customer touchpoints, from how you handle their enquiries via the phone, to how easy it is to find information on your website. Additionally, you also have to ensure that your products or service consistently deliver on your brand promise, whatever that may be.

Ultimately, the objective is to allow customers to have a peace of mind whenever they are buying products from you, their trusted and favored brand.

A consumer who already has a preferred brand in mind takes a significantly shorter time than a consumer who doesn’t have any preferred brand when buying a product. This is because if a consumer is already aware of what they want, it reduces clutter when picking products from a range of other brands. The added benefit to this is they stay loyal to your brand, reducing the chance that they will go to your competitor.

Thus, branding is crucial if you want to become the top-of-mind (TOMA) brand among your customers.

As mentioned from the example above, what sets 2 T-shirts apart is the brand. However, do note that some brands can be more desirable to one consumer but less appealing to another.

Therefore, it is important to first identify who are  your preferred customers. Then, determine what do they do and where can you find them. Once you have that figured out, you can then start showing them relevant ads to increase your chances of engaging them.

Next, be clear on what you stand for. For example, if you are a beauty spa that only uses organic products and treatments, tell your prospects why they should pick you over the competition. Educate them on the benefits of going all natural. While it may not connect with everyone, it will certainly attract customers who share the same ideals, increasing the chances of conversion.  

No matter how different every brand is, all the great ones have one thing in common. They are all consistent!

Humans, by nature, tend to be risk-averse. If your customer is comfortable with a brand, they tend to stick to it long-term as they find it too risky to try out another brand for fear of getting disappointed.

It goes without saying that in order for a customer to be loyal to your brand, it has to be consistent. There has to be a system in place to ensure that quality and service remains the same over time, every time.

It is no surprise that we are living in a materialistic world. More often than not, consumers depend on wearable products to define who they are as a person and what they stand for.

For example, certain brands of watches for men or handbags for women can elevate your status in the eyes of others, without them actually having to say a word. But what is it about certain brands that consumers find so appealing?

Unsurprisingly, consumers often become more loyal when they feel that a brand has interesting traits that they feel are extensions of themselves. That being said, give the brand traits that you love. Chances are, others would love them too.

Brand stories are more than just content. Additionally,  your story should go beyond what is written on your website, the text on your products or the presentation used to pitch to investors or customers.

Make sure that everything you do, from your logo, corporate colors, your products and packaging, business card design, all the way to the staff you hire, aligns to your brand story. Every element should communicate your story and values right back to the audience.

There are countless benefits to telling your brand story.

Aspiring to be a premium brand? Then you need a good story. Your story simplifies the hundreds of thousands of decisions that you will make and help improve your brand recall among customers.

Does your business have an interesting story, unheard of in your industry? Then use these stories to attract like-minded individuals. Stories are usually what makes businesses more human, allowing you to connect to your customers and prospects on a deeper level.

Need a brand strategy? We’d love to help.

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