There are a lot of moving parts that go into making a successful brand, and building relationships with customers and clients stands out as one of the most important. These two groups will make or break your brand, which makes it all the more crucial to effectively reach them. The specifics of any branding strategy will have to be customized for that particular brand, but there are some general tips that any brand can use to reach success.
Commit to a Consistent Message
The number of platforms a brand can use to get its message out is constantly growing. Traditional media has made way for social media and many other online tools for brands. Each platform has its quirks, and requires some customization to make effective messaging. However, the most successful brands will develop a plan to have a consistent overall message told across all mediums. Brands can use a core message to effectively explain its value to customers and clients. No matter where the customer sees the brand, the message should be the same, even if it’s delivered in a different way.
What’s a great way to connect with customers and create instant buy-in? Let the customer be a part of the planning process. Crowdsourcing is becoming a popular way to make branding decisions, and that’s because it can be very effective. Allowing customers to help make branding choices allows for cost-effective innovation, and energizes customers to take part in the success of the brand. Some firms have found success in taking this concept even further to co-create with consumers, experts, and clients. Including all of the stakeholders in problem solving can lead to great solutions, and better yet, it can form a strong relationship between each party.
Filiberto Amati of Amati & Associates, an international management consulting firm, said, “Co-creation can be such a useful and innovative process. Consumers or clients and consultants can work together to solve one of the customer’s challenges, by developing one or more innovative concepts, in a clear and relevant insight platform.”
Hire an Expert
You can’t always do everything alone. Even the top brands, with resources beyond measure, bring in outside help to execute certain initiatives. In an effort to connect with customers and clients, it’s not a sign of weakness to seek outside assistance; there are great benefits to bringing in experts. Hiring an expert to help with branding efforts allows the in-house team to focus on other projects, and provides proven expertise without the hassle of recruiting and training a new employee. The benefits to outsourcing marketing teams are vast, and the experience the experts bring to the table will allow your brand to be effective and efficient in connecting with customers and clients.
Related – see Infographic included with article.
Review and Revise
We mentioned that the branding message should be consistent to better connect with the audience, but that doesn’t mean it should be static. The brand strategy should be closely monitored to see what is and isn’t connecting with customers and clients. Without regularly reviewing your strategy, you could be missing out on opportunities or even reaching the wrong audiences. Hiring branding experts and using co-creation will help minimize the risks, but they are not a replacement for analyzing the effectiveness of the branding strategy. Likely, with all of the pre-planning, the core brand message will remain intact, but with small tweaks based on review findings. You can build on the things that work well, while removing things that don’t. Your customer’s lives are always evolving, and your brand strategy should do the same in order to keep the relationship relevant.
Creating effective connections to clients and customers is the life blood of the brand. In order to be successful in that, brands need to have a consistent, yet evolving, message. Oftentimes, the best way to accomplish that is to bring in outside help, through collaborating with customers and using third-party experts. The reality is that the vast majority of brands fail before their tenth birthday, but taking advantage of the knowledge built through past successes in branding can lead to great things.