In our modern competitive landscape, creating a consistent brand experience across different channels is essential to foster consumer loyalty and distinguish your business from competitors.
However, a whopping 45% of enterprise marketers struggle with consistency. A big reason for this is that they fail to recognize the importance of a positive customer experience. After all, what attracts a customer to a brand is its values. If the customer can see the brand reflecting its own values back at them, even subconsciously, they are more likely to purchase from them.
Even customers are aware of that. 82% of shoppers prefer to shop from brands that align with their values, and 75% of them will stop buying from a brand if they notice a value conflict.
But if businesses want to combine brand experience and customer experience correctly, they have to understand what their brand stands for and its purpose to the customer.
With that knowledge, you can make marketing materials that allow customers to recognize and distinguish your brand from your competitors. But how exactly can your brand do that?
A solid brand identity begins with understanding your company’s core message, mission, and values. This is crucial to inform the direction of your marketing initiatives and enables customers to build a meaningful connection with you and your brand.
Customers want to know what they’re getting into before making a purchase. With so many brand touchpoints readily available, it’s imperative that you lock down your brand messaging, style, tone, and everything else across the many places your customers can find you.
While creating visuals is important, brand identity is less about the look and more about communicating what your brand stands for and how you can deliver that to your buyers. However, a unique and relevant logo still matters. You can design logos online that are consistent with your brand’s identity and messaging, enhancing overall brand recall.
By being clear about what you represent and consistently adhering to those attributes, you can create an exceptional customer experience. While at the same time, you can enhance brand recall and promote long-term loyalty in the market. That’s a win-win situation for your business.
Cultivating an authentic brand voice resonates with your audience and helps establish a connection that goes beyond the product or service offered. An influential brand voice remains consistent in its tone and delivery across all forms of communication, no matter what they are.
Blog posts, social media updates, newsletters, and customer service interactions should all be branded. If you convey your brand’s personality and values through its voice, you engage audiences deeper while reinforcing your core principles and fostering their loyalty.
There’s only one true way to develop a unique brand voice: market research. You should already have this research if you went through the process of defining your brand identity.
How you literally speak to your customers will be determined by who they are. This is where brand experience is critical. Ask yourself how your customers would describe your brand to others, how it makes them feel, and whether they would think your brand is consistent.
Next, look at your competitors. What tone do they use? How would you rank their customer experience? How can you differentiate your own brand from other similar brands?
Maximizing the impact of your marketing strategy relies on delivering cohesive and coordinated campaigns across different channels. When you seamlessly integrate your messaging in radio, TV, print advertisements, and digital platforms, you reinforce the same message to consumers.
These multichannel campaigns create a unified presentation that strengthens brand recognition and retention while fostering trust among the target audience. In turn, this approach increases the likelihood of driving growth in customer loyalty and business revenue over time.
The easiest way to create consistent multichannel campaigns is by making a brand packet. That way, your marketers can refer to this document whenever they need to post anything.
To make it easier for your staff and customers to respond to your campaigns, funnel all customer inquiries to one website. For example, referring the customer to a support number or a chatbot on your main site. Training is also necessary to ensure responses are consistent.
There’s nothing more customer experience-focused than the inclusion of a well-trained service staff in a cloud contact center. Without one, your brand will have a hard time keeping its valued customers.
In the pursuit of a consistent brand experience, offering exceptional customer service across all platforms is essential. People’s perceptions of your brand are largely influenced by how you engage and address their needs or inquiries, going beyond mere product/service offerings.
Provide accessible resources such as FAQs, informative blog posts, and video tutorials to assist customers in utilizing your products or services effectively. With the right bots, you can enhance customer experience but don’t forget about the human touch when interacting with customers.
For example, you’ll want help from a cloud contact center that can manage customer interactions on your behalf. Since they’re equipped with the necessary training and resources to resolve customer issues, they can ensure that your customers associate your brand with professionalism and helpfulness. This is important for any brand in any industry.
Even in our modern world, customers prefer to talk to humans. To improve customer experience across all touchpoints, you need a mix of automatic chatbots and human interaction. That’s where Sendbird’s technology comes into play, allowing you to optimize customer support with a chat API that is user-friendly. This gives a more personalized, efficient and mobile-first approach to customer support, providing value to both the users and the support agents.
Creating a recognizable and trusted brand requires ongoing commitment and continuous refinement. It’s vital to periodically revisit and maintain consistency in your brand messaging, visual elements, voice, and customer service methods.
Employ feedback loops to gather insight and place stress on your branding guidelines for optimal results both externally and internally. When you do this, you reflect your core values through every interaction, which can help you nurture long-lasting connections with your brand.
You could also perform a branding audit, which is a checkup that looks at your position in the market. It looks at your brand’s strengths, weaknesses, and the things you can do to improve it.
Remember that consistency doesn’t mean doing the same thing until the end of time. You need to look at how your customer responds to brands and similar companies. Your customers and their experience with your brand will change with time, and you’ll need to adapt with them.
What should stay the same is your values, as this is what separates your brand from others.
To create a truly incredible brand experience, there needs to be some focus on customer experience. You can’t have one without the other. At the same time, you can’t expect your customers to know and understand your brand if you don’t, making research an important first step. Once you know, you can start applying strategies that keep your brand consistent.
But not just on one platform; on every single platform you have. Whether your customers log onto your website, Instagram, or Youtube channel, they should know that you’re you.
It’s time to take charge of your branding journey and create a consistent brand experience that captures your audience’s attention and strengthens loyalty. Be sure to implement these strategies across various channels and do what you can to refine your brand identity over time.