Why A Strong Brand Means Success
Anyone can try to design a logo, but not everyone can create an effective brand.
Moreover, a brand is one of the most important assets your organisation will ever have.
If it’s worth talking about, your brand will have a lot of depth to it. Comparing it with an iceberg is more than justified: all the elements that go into making it function, behind the scenes and beneath the surface, aren’t seen by most.
But why should you strive for a strong brand? How do you go about building its profile successfully?
Well, at Dauntless, we’ve got a pretty good idea. We’re well aware that truly effective brand creation is so much more than constructing a logo and getting it in front of as many people as possible.
1. A Great Brand Tells Your Story
With a little care and investment, your brand could become its own entity.
One that carries your organisation forwards, stands for your unique culture, and speaks on your behalf. Ideally, you should be able to rest while your brand goes to work for you.
At the same time, nowadays you’re speaking to a savvier, more informed base of potential customers: with instant online access to answers they need, they’re more discerning than ever before. And when customers and clients encounter your brand, they form their opinions instantly. You need to make sure the story they’re told is the right one, and reflects well on your organisation.
Take a second; what kind of story does your brand tell?
Does it help customers understand your unique selling points?
Is it what you want people to see you as?
Does it make you look outdated?
Or is it unclear and confusing?
Whatever your answer to any of the above, the power of your brand story is in your hands. If you decide it needs changing, Dauntless is here help you pivot. We’ve succeeded in branding and rebranding a diverse portfolio of clients, so we’re well placed to help you refine and amplify your brand’s voice:
- Maybe you want your brand’s relatable, human-centred side to be more visible?
- Or your brand was built on innovation, and you want to shout about it?
- Or you’d like to celebrate a lineage of tradition?
Keep this in mind: if you don’t take the power of your brand seriously, why should anyone else?
2. Your Brand Shapes Customer Experiences
So we’ve covered the importance of your externally-facing story. But what about more practical side of things: the day-to-day interactions your customers have with your brand. They are shaped by the standard of customer service you provide.
Whether you’re aware of it or not, your brand’s tone of voice plays a huge role in determining how your customer support team behaves, and how your organisation comes across to your customers.
Let’s say you’re an independent online retailer. If your customer service team is on-brand, helpful and conscientious, these are all positive associations customers can take away from encounters with your organisation. Furthermore, if customers have positive experiences like this each and every time, this only reflects well on you.
In a world of multi-channel, multi-touch customers journeys — both on- and offline — the consistency of a brand experience is key: it builds up the confidence your customers have in your organisation to deliver the goods that they need.
71% of people say they’re more likely to purchase from a brand they follow on social media.*
Bruce Springsteen once said that “sustaining an audience is hard … it demands a consistency of thought, of purpose, and of action over a long period of time.” At Dauntless, we know that the same dedication applies to solid, consistent customer service. This is where you can leverage a strong brand to your advantage.
3. The Best Brands Inspire Loyalty
This is the holy grail of any business owner or marketer, for a very simple reason: getting loyal customers to return is more cost-effective than trying to exclusively attract new buyers.
When your brand evokes a sense of loyalty from a customer, your organisation is exerting influence, almost on a personal, emotional level. This customer equates your brand with the standards and quality they desire; their expectations are met by you. Whether a conscious or unconscious decision on their part, this comes down to the confidence and trust they place in the name and reputation you’ve built.
The top three driving factors behind brand loyalty are as follows:
- Quality — 88% of consumers cite quality
- Customer Service — 72% state that customer service is key (see point number two of this post!)
- Price — 50% consumers report price as influential *
We think Howard Schultz sums up why brand loyalty matters so much: (If you don't know, he’s the CEO of Starbucks — an especially successful, global brand)
“If people believe they share the same values with a company, they will stay loyal to the brand.”
If your brand is bold and dynamic enough in its positioning, new customers will gravitate to it and be motivated into a desired action.
Originally published at wearedauntless.com on April 19, 2016.