Branding is very simple. The typical thought process behind branding awareness is a logical progression. It goes something like this:
> A logo is your brand
> Branding is more than just a logo
> A brand is every touchpoint and beyond just design
> A brand is a relationship
Yes, a brand is a relationship. It’s an emotional connection between you and your customer.
How do we build this brand relationship?
A company establishes who they are, what they believe in, how they speak, and what they look like. They then bring that to every interaction, every time. This builds familiarity and trust… which drives loyalty.
A company needs to be authentic in who they are and what they offer. Brand authenticity builds trust which, again, results in a strong long-lasting relationship with customers .
Transactions are without emotion. Beyond the transaction, lies nothing. Features lists mean little when your company can only offer as much as its competitor. Why then, would customers remain loyal to the brand?
What happens when you continue to build the emotional connection beyond the transaction? That’s right! You can reap the long-term relationship benefits you want.
4 Stay the course
Emotional relationships take time and nurturing to build. Have patience.
5 Every interaction is meaningful
Build the relationship through powerful and memorable ongoing interactions, before, during AND after the sale.
Like any relationship, branding develops over time. Be patient. The results may surprise you!