During my 30 years in branding, I’ve witnessed the evolution of the field with great interest. Back in the ’20s-’90s, branding was limited to a logo, slogan, and maybe a spokesperson. The concept of brand has undergone several transformations, reflecting the shifting demands and expectations of consumers and companies. Today, a brand is developed throughout the entire customer experience, playing a crucial role in establishing customer loyalty and driving business success. A logo, a catchy slogan, and a witty spokesperson no longer make the grade.
Forcing the brand
Recently, companies have changed their approach to branding from just creating a logo to attempting to influence their target audience’s emotions through sex, fear, paid influencers, fake initiatives, and the fear of missing out (FOMO) to form a connection. Although these strategies may have yielded short-term gains, they have begun to harm the long-term perception of the brand and diminish customer loyalty. This has resulted in a new generation of skeptical consumers who are less likely to trust companies that rely on these tactics.
The consumers mind
Consumers today are more informed and understand the power they hold in choosing which companies they do business with. They look for authentic companies that align with their own values and beliefs. To succeed in branding, companies must adjust their approach and prioritize creating genuine experiences that connect with their customers, earning their trust and building a positive brand image in their minds and among their peers.
Gone are the days when a brand was crafted in a corporate boardroom. Today, a brand is formed in the mind of the customer through their experiences with a company. To build a strong brand in the minds of skeptical consumers, companies must focus on creating consistent and memorable interactions with their customers across all touchpoints, such as advertising, customer service, websites, and social media. By consistently delivering positive experiences, customers will form a favorable opinion of the company, view it as worthy of their business, and become loyal brand advocates, not paid influencers. This shift in focus towards creating customer-centric experiences is the key to achieving business success in today’s competitive marketplace.
Invest in the experience of the audience.
Marketing campaigns are often viewed as a cost and are seen as inauthentic by audiences, but they can be transformed into a strategic investment. By turning marketing efforts into carefully designed experiences, tailored to a specific audience and suited to the intended venue, companies can create an environment for real customer engagement and loyalty. By placing the real customer experiences at the center of your marketing strategy, you can create memorable, meaningful interactions that will increase brand recognition and ultimately lead to a return on investment.
Build the company. Cultivate the brand.
Prioritize The old approach of imposing a company’s beliefs onto its customers is no longer effective. Instead, companies must prioritize creating positive, memorable experiences that allow customers to form their own opinion and “brand” the company themselves. By fostering customer loyalty through authentic experiences, companies can cultivate a strong brand image in the minds of their audience and succeed in the ever-evolving world of branding.
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