The key to your customer's mind: How your brand can adopt a customer-centric strategy.
Through our TBX report, we found that a funny TV spot isn’t enough to capture and keep the hearts of your consumers.
In reality, true love and loyalty is created when brands extend their efforts and provide value across every experience.
So, learn how your company can offer True Brand Experience through a customer-centric strategy.
With your morning coffee. (I have 30 seconds)
Roll into work with an understanding of brand fundamentals.
For us, a brand is the sum of every interaction a person has ever had with a business. It’s what people experience, remember and say about you.
There are differing views on how to build a brand.
For product leaders, the brand will build itself as long as the product is good.
Sales leaders only care about sales numbers and think “brand” is a buzzword.
Marketing leaders think it’s solely a customer-facing facade.
But building a brand ISN’T actually about the company at all.
A brand is made in the hearts and minds of its customers and employees.
With your third coffee (I have 2 minutes)
Take this time to understand the correlation between your brand and your customer’s mindset.
Total Brand Perception is the compounding impact of every consumer experience and interaction with your business that determines how they feel about you.
Total Brand Perception can be a long-term competitive advantage.
When customers think about a brand, they are ACTUALLY thinking about themselves. “What does buying this brand say about me/help me?” “Does this brand share my beliefs?”
Total Brand Perception isn’t only derived from traditional communications — every interaction is a brand interaction. These brand experiences should be consistent and treated as an opportunity to enhance total brand perception.
TBX businesses are 2.5x more likely to be considered to care about customer goals and aspirations. Brands benefit from thinking about their brand from a customer's perspective. They should provide value at every experience.
With your afternoon tea (I have 5 minutes)
As the day winds down, discover how to build a successful customer-centric brand platform and how to evaluate that platform.
TBX starts by being customer-centric. You should align your company’s activities with your customers' aspirations. This applies to your products, services, and experience.
The five elements of a successful customer-centric brand platform are:
Differentiation — Does it stand out from the competition?
Clarity — Is the message clear and concrete?
Resonance — Does it have meaning for the customer?
Success — Does it help customers fulfil their goals at each stage of the journey?
Consistency — Can the brand experience be felt at every interaction in the customer journey?
TBX brands are 84% more likely to consider a brand as standing out from their competitors.
Your brand strategy must live beyond your ads and marketers. For your brand to be felt at every interaction, your entire organisation should be able to make consistent brand-led decisions.
The TBX Funnel:
Awareness
TBX brands aren’t just more likely to stand out from competitors – the quality of their products and/or services
are more like to be considered before price by customers.
Understanding
The messaging and value proposition of TBX brands are
more likely to be clear and understandable, making
customers more curious to explore and more likely to engage.
Consideration
Trust and a shared identity characterise TBX brands. The biggest
gap between a TBX and a non-TBX brand is how consistently the
brand is seen to be supporting customers goals and aspirations.
Purchase
TBX brands live up to their reputation – they’re more likely to match customer preferences and reflect that style consistently across touchpoints, from ads and in-store experiences to customer support.
Ownership
TBX brands are more likely to exceed expectations and inspire
a sense of pride in ownership. Ownership is emotional and TBX brands inspire the right feelings: love and loyalty.
Ask yourself these questions to see if your brand is getting caught in the traps of traditional branding:
1
Is our brand strategy a mystery to anyone here, or are we all clued in from the mailroom to the boardroom?
2
Do we regularly talk to our customers to find out what makes them tick, or are we just guessing and hoping for the best?
3
If our brand had a personality, would it be consistent, or would it have an identity crisis at every touchpoint?
4
Are we all talk and no trousers? In other words, do we deliver on our brand's pinky promises?
5
Is our brand strategy the talk of the office, infused in everything from the coffee we brew to the memos we draft?
6
When it comes to decision-making, are we a band playing in harmony with our brand strategy or does everyone dance to their own tune?
If you answered yes to these questions, consider making your brand strategy more customer-centric. This is the first step to becoming a TBX brand.
There are many obstacles to becoming a TBX brand, including siloed teams, ineffective brand strategies, lack of internal alignment, and poorly managed relationships with partners.
The deluge of marketing and customer data can also drown out your ACTUAL customers. That’s where we come in.
What we can do for you:
We help brands like yours to create and elevate love and loyalty through market research, TBX insights, BX design, business and AI advisory.
So, get in touch if you’d like to transform your brand into a TBX brand.