We are living in a new age, where customers expect you to deliver on your promise. To your customers, your brand is the promise you make to them, and represents the trust they put in your quality and the expectation of superior quality in all your future offerings. Whether you keep this promise or not, consistently, determines the strength and longevity of your brand at each touch point along the customer experience journey.
Since brand management is much more than just marketing your brand, it requires involvement from people at all organizational levels, from your CEO to the individuals who create the products/services and those that interact with customers to provide sales, customer service or technical support on those products/services. This journey, from brand promise creation to delivering the promise offers many opportunities to influence customer advocacy and create brand loyalty.
1. Align and Deliver on the Brand Promise:
Defining your brand is the first step in brand management and offering Wow customer experiences. Developing brand definition requires meticulous and in-depth study of target customers, segmenting and understanding needs and expectations. With accurate customer insights you succeed in creating a unique brand promise that you can afford, addressing specific customer needs, unfulfilled by competitors. For a brand promise to be effective, it should be appealing, meaningful, memorable, and evoke strong positive emotions in customers (fun, excitement, security, self-respect, etc.).
Remember it is a conscious and sub-conscious experience that you are evoking. That means that your employees are engaged, inspired, thoughtful, emotional, connected and mindful of their impact on the customer experience. It's a stage and your employees, along with the customers are players.
2. Making the Brand Promise Everyone's Business
The stage is set, does everyone know their lines, part and contribution along the journey, at each touch point, emotional, inspirational touch points to convey the brand promise; employees, customers, and even those in the supply-chain? It's a top down effort that spans the organization to make the brand promise a part of everyone’s job. In the new age of Social CRM, EVERYONE IS YOUR BRAND MANAGER
• Create Intimate Customer Community of Knowledge.
• Be bold to initiate and implement outside-the-box thinking and 'connections'
• Ensure the brand meets customer expectations, with packaging, attributes, background, and brand belief (is it really fun, exciting, or make them feel secure)
• Be adept at bridging distances between company and customers and building relationships throughout the organization.
By understanding that EVERYONE IS YOUR BRAND MANAGER you succeed in creating the unique positioning for your brand in the minds of your customers and competitors as well, with loyal advocates that inspire trust and spread the word.
3. Delivering Your Brand Promise
Equaling in significance, perhaps more, is delivering on your brand promise not just once, but consistently over time. Failing on your brand promise deteriorates customer trust and brand image. Keeping your promise to your customers requires the following:
• Continuous management of organizational capabilities
• Consistent business process and technology improvements
• Increased employee engagement through inspiring and people-oriented leadership
Your customers will listen to you only when you listen to them. Engage your customers and listen to them and know their existing and emerging needs. Between Voice and Text analytics, focus groups and listening you can innovate and chance consistently. Don't meet customer needs, exceed their expectations and customer loyalty and advocacy will follow automatically.
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