CRM for branding: How can it help you?

For many companies, their most valuable asset is not the factory, the office-filled building or the stores. What is most valuable for these companies is the brand. One of the most famous examples is the American Coca-Cola soft drink industry. Her name is worth more than all company properties. In these situations, managing this reputation is called branding.

It is something laborious, and deserves daily dedication, and the effort of countless professionals. To help them, one of the best tools is CRM. This software presents, in detail, very relevant information about customers, their needs, their profile and the way they relate to the brand. Through this data, a company has enough arguments to base its branding strategies and improve them further.

WHAT IS CRM?

Before exploring what branding is, it is necessary to understand what CRM is. In summary, Customer Relationship Management is a system that can analyze all the interaction between a customer and a company. As its name suggests, this software is vital to nurture good relationships with the target audience of any company.

Another attribute of CRM is contribution to sales prospecting. After all, when you know customers’ demands and behavior in depth, it becomes much simpler to offer products and services to them. With CRM it is also possible to integrate with various systems, such as software for marketing automation, payment management, messaging applications, among others.

AFTER ALL, WHAT IS BRANDING?

Branding, according to the commandments of marketing, is all related process to increase the reputation of the brand and the positive perception that customers have of it. The big challenge in these cases is that people’s concept of a particular company can change overnight.

A product of great quality can attract a much larger number of customers. On the other hand, some institutional problem with the brand can drive people away in a matter of weeks. A company like Nike, for example, carries out branding work that goes beyond communicating the quality of its products.

The sporting goods giant, today, defends its brand through campaigns that explore diversity, women’s empowerment and unrestricted support for sport, regardless of category.

With this, the company, even after so many years in the market, is able to connect with a young audience. For them, more than offering good products, the brand must show values ​​compatible with their interests.

HOW DOES CRM HELP FORM THE BRANDING OF COMPANIES?

There are countless ways for a company to use CRM to assist in branding strategies. Undoubtedly, they are all based on deep knowledge about customers.

Below, highlighted, are some of these tips.

CRM provides essential data to promote branding

Back in the day, before the Internet, there was no way for a customer to interact with a company. Currently, the opposite is true. There are hundreds of messaging apps, emails, social networks, and, for the more traditional, the phone.

These contacts generate, every day, an absurd amount of data, which are impossible to be managed by people. The role of CRM in these situations is to carry out this work automatically and accurately.

With access to this information, a company has the ability to understand customers’ perceptions of its brands. These data will be responsible for providing valuable insights to the marketing sector and all those responsible for the branding of a company.

Reports

One of the features of a CRM is to present reports on the purchase behavior and the entire customer journey. Many of them use social networks to interact with companies and show their perception of the brand. When this occurs, a company can verify, through CRM, what consumers are saying.

If a company runs a campaign on Instagram or Facebook, for example, and has a negative reception from customers, CRM will instantly point to a peak in customer interactions on certain posts. The reverse can also take place. After a campaign, a company can analyze in CRM that there was a huge demand. In these cases, it is an excellent opportunity to use automation tools to send an e-mail marketing, communicating a promotion or just indicating new information.

Excellent service

Nothing can stand in the way of a branding strategy like less than expected customer service. In Brazil, there are notable cases, such as that of the company Telemar. The service offered by the telephone service company was so inefficient that, in an attempt to save the business, they changed the company’s name to Oi. In addition to the excellent branding work, the entire relationship with the public changed.

By integrating CRM with messaging applications, a company can serve customers through different tools, such as Facebook Messenger, Instagram, Telegram and WhatsApp. The latter, above all, is the favorite of Brazilians to communicate. Therefore, the integration of CRM with WhatsApp offers several advantages.

If a company chooses to use WhatsApp Business, it will have the option of using it with multiple users. That way, using only one number, several members can use the same account. With this, the company guarantees that there will always be a person available to serve her client.

In situations where no professional is available, the company can use CRM integration to create ready-made WhatsApp messages. They are widely used to send greetings, answer simple questions and the most frequent demands.

Branding: a new way of telling stories

Branding is nothing more than the way the brand tells its story to customers. And nothing like a good narrative to bring people together, especially in such a competitive environment. Through CRM, a company can confirm which points of interaction and what content has the most positive effects on its target audience.

From this data, every business is able to create new stories, relevant enough to attract more and more customers. Therefore, using CRM to elevate a company’s branding is a strategy that has what it takes to succeed.

By Pedro Capistrano Ribeiro — Copywriter and UX Writer passionate about marketing, design and listening to good stories.

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