Which brand immediately strikes you when you think about instant noodles? Maggi? When you want to clean a wound? Dettol? When you want to search or “Google” something? Why is “coke” your first preference in aerated drinks? Do you often erroneously say “Let’s get a Xerox” instead of “Let’s get a photocopy”? What made me choose a set of products over their alternatives?
How did these brands position themselves? Did they enjoy a monopolistic market? Or was it pure luck? Seth Godin defines a brand as “a set of expectations, memories, stories, and relationships that in combination drive the decision to choose a particular company, product or service”. Business is built on customer relations and brand perception sets the tone for the same. Essentially, a brand is a primary mental creation which helps consumers understand a company over another.
Creating a positive brand image is a combination of many factors including your visual presence, relevance, value, character, and ability to serve, move and engage people.
Start off Right:
- In order to create a positive brand perception, we first need to understand what consumers think of our brand currently. How do they perceive it? Which adjective, situation, and product do people associate your brand with? Or do they even know it?
- Current brand perception can be analyzed through market surveys, customer interviews, and social media interaction. Once you have identified what customers feel about you, find the areas which do not meet your expectations (assuming you have a clear picture of what you want your brand to be perceived as).
- Make active use of social media for regular posts, ads, videos, related content to catch attention. Additionally, maintain a file of positive feedback and testimonials to use in marketing campaigns.
Besides, if there is a severe ignorance, you might consider Brand Awareness; the degree to which customers are able to recall or recognize the brand. It indicates the brand’s market performance. Research suggests that most customers recall a small set of brands when prompted with a product. This is what we call Top of Mind Awareness.
As a matter of fact, consumers normally, purchase one of the top three brands in their recall set (known as Consideration Set). Therefore, it becomes imperative to increase the probability that consumers will include your brand in their consideration set. One way to achieve this is via Customer Education.
- Start with educating customers about your domain, in general. Make use of blogs, videos, questionnaires and fun facts to keep the audience engaged.
- Personalize customer communication and invest in a 24*7 customer support/chatbot service.
- In the end, think about building relationships with your customer and not just creating another transaction.
Consequently, it is all in the name, indeed. Furthermore, what drives your name and reputation? Customer Service and User Experience! Create trust, relationship, and experience, not just a product!For more: