BRANDING: THE BLACK SHEEP OR THE HYENA?
A brand exists in the mind of the customers
In this last decade, rapid developments of technology, like the rise of the smartphone era, caused generational shift in how we live, work, shop, enjoy ourselves and not to mention the way we perceive brands.
In short, a brand is a personality that identifies a product, service or company, including a name, term, sign, symbol, story and design. It represents the relationships between the company and its customers, staff, partners and investors. A brand does not exist within a company or organization. A brand exists in the minds of your customers.
“A brand functions as the sum total of impressions a customer has based on every interaction they have had with you, your company, and your products.”
Since the sum total of impressions shapes the brand perception, it is key to take first impressions serious or else your brand might turn into the hyena.
Relax, ‘hyena’ is not part of the newest marketing lingo you haven’t heard about yet. I am referring to the actual African mammal.
Think about the animal for a second. How would you describe its characteristics in three words?
In general, hyenas are described as brainless hideous villains that only eat corpses, sometimes lions, sometimes even humans, then they whoop with despicable laughter. Sounds familiar?
Since the sum total of impressions obtained about hyenas is remotely slim for most individuals of western society, the lion king functions as a large part of the reference material we use to shape our perception on hyenas. In reality, spotted hyenas are incredibly intelligent hunters. They have massive brains and one of the most complex social set-ups of any carnivore. As a result, spotted hyenas allow biologists to gain greater insight into what the rules of the animal kingdom actually are, and thus to better understand the broad principles governing mammalian behaviour. A typical case of mistaken identity!
Luckily unlike hyenas, brands are able to choose how they want to identify themselves to the wider public. Brand perception strongly influences customer choices in the marketplace. Customer perceptions, in comparison to your competitor’s brand, can influence their purchase intent. Therefore, translating your internal brand identity externally in terms of values, beliefs, brand language and aesthetics can be the trigger in the minds of the customers to pick your brand, product or service over your competitor.
“Generational shift in how we perceive brands”
In this day and age, it is hard to deny the “Experience Economy” we live in, where customers are seeking experiences above and beyond products and services both offline and online. In terms of online shopping, customers are scanning the web everywhere they go looking for brands that can solve their first world problem right there and right now. They are well informed, know what they are looking for and are eager to learn more about that specific product or service without relying on google too much. As a result, the online comprehensive experience that a brand offers to the customers seems to be dividing line between winning or losing.
Analysing numerous top performing web shops in 2019 reveals patterns in the way these brands go the extra mile while offering experience over products.
In short:
· Customers are more likely to trust someone like themselves à “Overview of detailed reviews on the product page” and “Instagram photos of the products made by customers”.
· Customers are more informed than ever before à “Detailed descriptions of ingredients, the special attributes of these ingredients and how they support the product to solve specific consumer problems”.
· Customers are willing to pay more for faster delivery and better service à “Order today, receive tomorrow”.
· Customers want highly personalized online experiences à “Products you might be interested in based on previous search” and “detailed search filters that are product specific”.
· Customers are not interested in what employees should do, but how they do it à “How it’s made product videos” and “Behind the scenes content”.
· Preferred design has become user-centric and much more visual à “Large high definition photographs from users, products, services, the company and personnel”.
Apart from the effects of the “experience economy” on web shops, there is much more to mention in terms of the changes in brand perception that have been further accelerated through digital transformation. Nevertheless, digital technology has required brands to take a fresh approach to design. Those who are not able to adapt their design to the reality of the digital age will soon stand out as being old-fashioned and irrelevant.
Not sure how to effectively approach this as a brand? Ask our specialists for a consultation.
References:
Atzberger, A. (2019, January 16). Three ways to create a better CX in the experience economy. Retrieved from https://www.the-future-of-commerce.com/2019/01/16/the-experience-economy/
Cloosterman, M. (2018, July 09). The role of brand in the digital age. Retrieved from https://www.brandingstrategyinsider.com/2018/07/the-role-of-brand-in-the-digital-age.html#.XOvpAi2B1-V
Edelman, D. C. (2010, December). Branding in the digital age: You’re spending your money in all the wrong places. Retrieved from https://depositioneerders.nl/wp-content/uploads/2017/01/Branding-in-the-Digital-Age-HBR.pdf
Freeman, K., Spenner, P., & Bird, A. (2012, May 23). Three myths about what customers want. Retrieved from https://hbr.org/2012/05/three-myths-about-customer-eng
Hagee, H. (2017, June 19). 25 branding stats & facts that will change your life. Retrieved from https://www.lucidpress.com/blog/25-branding-stats-facts
Khan, B., M. (2009, January). Corporate brand management: Past, present and future. The Journal of Management Awareness 12(1). Retrieved from https://www.researchgate.net/publication/321251189_CORPORATE_BRAND_MANAGEMENT_PAST_PRESENT_AND_FUTURE
Locy, J. (2018, October 31). Four points of brand perception. Retrieved from https://medium.com/fivestone-stories/four-points-of-brand-perception-462b8c367e9b
Nicholls, H. (2014, October 28). Earth: The truth about spotted hyenas. Retrieved from
http://www.bbc.com/earth/story/20141028-the-truth-about-spotted-hyenas
What is brand perception and why does it matter? (2018, February 22). Retrieved from https://www.tryberesearch.com/blog/brand-perception/
