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Monthly Archives: May 2011

Content Marketing at its best: Brand recognition so strong, Coca Cola can get rid of its brand name altogether and replace it with their customer's name. Fantastic bottle design over the years from Coca Cola.

Content Marketing at its best: Branding so strong, Coca Cola can get rid of its brand name altogether and replace it with their customer’s name.

 

Defining a clear voice and look and feel for your brand is important for your customer relationship:

 

Recognition

From Brand Familiarity to Brand Loyalty to Brand Equity, the key to successful branding is that it is recognisable.

In nowadays times of information overload, it’s quite tricky to get the customer’s attention.

Once you get them interested in your content, it’d be great if they can remember the organisation or product behind it. Otherwise your efforts of putting yourself out there are in vain.

Using your brand assets consistently will reaffirm brand recognition in your customer:

“Brand recognition is a rapid process. According to Nielsen, consumers only buy from a small repertoire of brands, and the average customer spends 13 seconds purchasing those branded items in store. In other words, when your customer scans the shelves, they reach for what’s familiar and they do it fast. This is known as ‘instinct buying’.

An effective marketing strategy needs a recognisable and consistent brand to promote. Customers need to know that when they see this colour with that font and this tone, it’s your brand. Whether you’re sending out newsletters or designing a landing page, they have to follow the same guide. If they don’t, the effort you put into your marketing strategy will amount nothing.”

– The secret to brand recognition

 

Trust

Consumers want what they know. People buy from people they trust. The “know, like and trust” factor is an established sales method and has become even more important in today’s fluctuating times.

Offering a consistent customer experience builds trust:

“Customers Say “No Love for a Two-Faced Brand”

While it is clearly more difficult to maintain consistency in a world where consumers have unlimited access to your brand messages, it is still a vital part of building trust. According to Forrester researcher Tracy Stokes, consistency is especially important in an age where many transactions aren’t face-to-face.
She says: “For example, consumers tell us that both Microsoft and Amazon.com deliver a consistent experience every time they interact with those brands. This helps both brands secure high levels of brand trust, which in turn drives strong brand resonance.”

21st century buyers won’t tolerate wishy-washy sales tactics or organizations who don’t know who they are. By keeping both your online and in-person interaction consistent with your brand image, you prove to consumers that you are a brand they can rely on. When it comes time to buy, no one wants to chance an investment on a company that keeps changing.”

– 5 Ways to Develop a Consistent Brand Voice

 

Connection

Once your brand has been memorised by your target group, every marketing activity you do will reinforce this memory. Even a glimpse of your brand can function as a reminder, which is great for any inbound marketing campaigns. A series of memories builds a relationship, and positive memories can result in loyalty.

Using the same look and feel across all encounters with your consumer reinforces the association of memories with your brand:

“Branding is the process of forming memories, emotions and a relationship around your brand in the consumer’s brain. The goal is to build such a strong connection and such strong belief that the consumer take on your brand identity as their own. They use your brand to help define who they are as a person.

A great example of this is Harley Davidson. Harley has done such a phenomenal job building memories, emotions and a relationship with their audience that those audience members take on the “Harley rider” persona and get decked out in leather, bandannas and even permanently tattoo Harley’s logo on their bodies.”

– How to Build a Brand That Attracts Die-Hard Followers

 

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