What is your company’s brand? That may sound like a strange question and the answer could range from thinking about your logo or colour scheme, or the values you frame and put on the wall in your reception area. But that is not what your brand is.
Let me ask you another question: what do customers and employees think when your company’s name is mentioned? Do they think you are a great bunch of people who go the extra mile to deliver on your promises, or do they think you’re a bunch of incompetents who always deliver late and below standard? Do employees think their company is money driven and couldn’t care about people?
What do these people feel when your company is mentioned or when they see your logo? Do they have positive feelings about the company and certain employees they deal with, or do they cringe and hope not to have to deal with you again?
The answers to those questions is your brand. It’s the ability to articulate and deliver on the promise your company makes to the market. It is the integrated result of the values the company leaders hold and the values they inculcate into their employees through their actions. It’s the quality and usefulness of your products or services, and how you deal with customers. And it’s how you promote and operate the company. All these things are your brand.
While the company’s executives are key to developing the brand and all it stands for, the brand promise is the who, what, where, when and how of all you do; the sum of all the company’s interactions with the market and internally with each other. Gartner indicates that companies that prioritise the customer experience generate 60% higher profits than their competitors.
Who you are and what you stand for is critical to companies in today’s market where trust is a rare commodity (86% of US and European customers says their trust in corporations has declined over the last five years). Your promise to the market and your ability to fulfil it again and again engenders that trust, which puts you at the top of the pile when it comes to competition.
Related: Are You A Commodity Or A Brand?
When it comes to your product or service, are you the first name that comes to mind because you are a trusted partner? Do your employees deliver on time and to or above the standard expected as far as is possible? Do your employees represent the company in a natural, proactive manner because they are invested in the company and its culture? Or do they do the minimum to get by and collect their pay at the end of the month?
There’s much talk about company culture in the media, but most of these articles miss the most important aspects of culture, buy-in and commitment. When your employees value the culture they are part of, when they feel they belong and are valued, it shows in their commitment to the company, each other and to their customers. Did you know that between 60% and 75%of customers will do business with a company again if it deals with a customer service issue fairly, even if the result is not in their favour?
In fact, young people today are likely to join or stay with a company, even if the pay is less, if they feel they belong and are part of the team.
Customers are the same. While everyone wants to pay the least possible for a product or service, your brand and the associated value (and positive feelings) customers associate with you means you don’t have to cut margins to the bone to get the job. Customers will pay a bit more (within reason) to ensure they get the full package – product, service, support etc.
So your brand, its value and standing in the minds of people includes the marketing and brand building you do, but the promise you make (sometimes unknowingly) to each customer and each employee is what is critical to success. That promise is made up of the products and services you have on offer, if you are meeting the real needs of the customer. It depends on your culture and how valued and appreciated your employees feel, which extends to how they value and treat your customers. And finally, all that impacts customer service, how you react when there is a problem and what you do to keep your promise and develop and maintain their trust in good times and bad.
Brand enthusiasts are welcome to follow Kyle Rolfe’s latest thoughts on brand building in South Africa and his analysis on relevant global trends and issues via Twitter @kylerolfeSA or on LinkedIn at linkedin.com/in/kyle-rolfe-brand-engineer.
5 Things You Can Do To ‘Humanise’ Your Brand
Face it: Consumers don’t automatically trust your brand or anyone else’s. Whaddaya gonna do?
Let’s face it, consumers don’t trust brands. Most people view companies like faceless enemies; they’re just out to make money; they’re just telling us what we want to hear. So, if your company wants to win over more customers, you’ve got to get them to trust you.
In fact, according to PwC’s Global Consumer Insights Survey 2018, more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their decision to shop at a particular retailer. How do you get consumers to trust your company? You do it by showing them the human side of your brand. That will inspire more trust from consumers and boost your conversions.
To form meaningful relationships with your audience, check out these five ways to humanise your brand.
Show off your funny bone
One easy way is to show off your funny bone. According to researchers from the Turku PET Centre, Oxford and Aalto universities, social laughter leads to an endorphin release in the brain and may promote the establishment of social bonds. So, if laughter can make us feel good and encourage connections between people, you should consider using it to get the same results for your business.
Not a comedian yourself? Don’t worry; you can share popular and funny content that already exists. It’s what Netflix does when the media giant shares funny images from its shows.
Showing your more playful side will help consumers see that you’re not just a business focused on selling a product; you’re a human who can put aside your seriousness and have some fun.
Put your team members in the spotlight
Letting consumers see the people behind the business is a powerful way to humanise your brand. If consumers are looking at just your logo all the time, they might not see your brand as human. So, put your team members in the spotlight.
Shoot some quality photos of your staff members and display them on your website and your social media platforms. You don’t need to hire a professional photographer; iPhones today can take some pretty stunning shots. You might even share your employee of the month and include a story about what makes that staffer so great. Seeing the amazing people “behind the curtain” will help consumers put a face to the brand name.
Share user-generated content
Sharing user-generated content works to humanise your brand in two ways: First, it’s exciting and flattering to the user who gets his or her photo featured on your website or social media feed. Second, it shows other consumers that you have great relationships with their peers and that those people already enjoy your products.
Instead of being asked to blindly trust a company’s claims, consumers will see real-life people falling in love with your products, which will promote trust in your brand. Example? Airbnb does user-generated content well by sharing with its followers the amazing experiences its customers are having around the world.
If you don’t have any user-generated content, ask your customers for it. Do this in an email marketing campaign; add it to your branded packages for shipping; or create a post on social media encouraging users to take a photo of/with your product and share it in combination with a unique, branded hashtag.
Tell authentic stories
Don’t spend all your time online just talking about how great your company is; humanise your brand by telling authentic stories. Sharing real stories about your failures, hardships and lessons that you’ve learned will help customers better relate and sympathise with you. According to Psychological Science, research suggests that shared pain may have positive social consequences; shared pain acts as a “social glue” to promote solidarity and togetherness between groups.
So, tell your target audience members stories that they can relate to, instead of simply presenting your brand as perfect. You could even share stories of your customers who previously struggled but then achieved success with help from your company/product. This will not only humanise your brand, but boost sales too.
Show appreciation for your customers
Letting your customers know that you care about and appreciate them is one of the best ways to humanise your brand. So, show appreciation for your best customers by sending them company swag or offering special discounts with a personalised message.
Buffer thanked one of its stand-out customers with not only company swag, but a personalised gift. I’m sure that those customers then became lifelong fans.
Not every company can afford to send out swag to all of their best customers, but sending a gift to just a few of your rockstar fans can go a long way. For a less costly strategy, show appreciation to new customers by simply sending a welcome/thank you email. Not only will such appreciation for your customers humanise your brand, it’ll turn those customers into brand ambassadors.
Over to you
Be prepared for your business to have a lot more die-hard customers. With these tips for humanising your brand, consumers will be able to connect with your business, relate to you on a deeper level and want to have a relationship with your company for the long term.
This article was originally posted here on Entrepreneur.com.
How A Strong Brand Protects Your Business
Brand enthusiasts are welcome to follow Kyle Rolfe’s latest thoughts on brand building in South Africa and his analysis on relevant global trends and issues via Twitter @kylerolfeSA.
It is all too easy for small businesses to become victims of intellectual property theft and seeing their products and services copied by unscrupulous competitors. A clear case in point is that of Woolworths, which was recently accused of copying a baby carrier made by Ubuntu Baba, having a cheaper version made in China and selling it as its own in-house product.
Woolworths eventually apologised and withdrew its product, after Cape Town entrepreneur Shannon McLaughlin exposed similarities between the retailer’s baby carrier and that made by her company, Ubuntu Baba.
Small business owners can protect themselves from having their products or services copied by developing a strong and unique brand.
Brand uniqueness and an authentically developed product will give you a level of protection in the market, as it will be more difficult for a competitor to copy your offering.
What small business owners should avoid is the “white label solution”. This is taking any product, even one manufactured overseas, and putting your own branding and packaging on it and reselling it as your own.
There is nothing stopping your competitor from sourcing that same product and putting their branding on it and selling it as their own. In this case, as a small business owner, you would have no recourse.
Ubuntu Baba’s unique brand and authentically developed product, designed and manufactured locally, is what helped the small business successfully take on a giant retailer like Woolworths. They didn’t simply take someone else’s product and rebrand it as their own, they actually designed and built their own product.
A unique brand and product will position you as more than just a reseller and will give you a certain level of strength and protection in the market. It allows clients to differentiate you from your competitors and can also positively affect their purchasing decisions, directly impacting your profitability.
Effective branding, that is well defined and distinct, will not only help build your reputation, but it will also make you stand out from the competition.
Ultimately, your brand is your business identity. It is the image that you show to your client, making it one of your company’s most valuable assets. Effective branding portrays a company’s values and attracts the right client.
A strong brand identity also has the benefit of making your company appear bigger and stronger than your competition and consumers are generally attracted to well-established companies. So, ask yourself whether your branding conveys professionalism, reliability and trust.
Young People Will Reward Brands That Take A Stand
A new generation of consumers are choosing to engage with the brands that share their values and beliefs.
Through much of the last century, advertising obligated people to pay attention to what brands have to say. A handful of television, radio or newspaper channels left the public with no choice but to consume the message that was being communicated. In short, attention was easy to capture, and consumers were powerless to the will of big business.
In the 21st century, we face an entirely new reality – thanks to the internet and the near universal use of social media and digital devices. Nowadays, consumers are confronted with an infinite number of choices; turning attention into one of the most valuable commodities. This is why some of the world’s biggest brands are struggling to connect with people in a meaningful way, in spite of spending billions on advertising.
The power has shifted from brands to the people
Today, online advertising is getting in the way of what people actually want to do with their lives; whether it’s reading an article, watching a documentary or surfing the web. As a consequence, ad-blocking is becoming the new normal. More than 12 million people are blocking adverts in the U.K alone. Unsurprisingly, the highest rate is amongst 16-24-year olds. It doesn’t take a genius to realise that this behaviour is only going to rise with the emergence of a digitally native generation that expects to control every aspect of their online experience.
Like most things in life, this is obvious to the man or woman on the streets, but news to the marketing department. As someone who works in advertising myself: I have experienced at first-hand the amount of time, effort and resources that goes into crafting an advertising campaign. Only for it to be summarily executed at a swipe of a button by one of my friends. Young people’s distaste for adverts also helps to explain the meteoric rise of subscription-based services like Netflix, Spotify and Twitch. These platforms act as a safe house from the constant barrage of adverts.
Young people are engaging with brands that share their values and beliefs
Instead, young people are choosing to engage with the brands that share their values and beliefs. In fact, 64 percent of consumers around the world now buy on belief. At the same time, one in two will choose, switch or boycott a brand based on its stand on a societal issue. The consumers of today are more informed and empowered than ever before. They have all the tools at their disposal to control the relationship they want to have with brands. In this new age of Information, it’s no longer enough to communicate a message, in the hope that it will resonate. To remain relevant, brands need to talk less and do more for people and planet.
The brands that have a purpose beyond profit will not only survive but thrive in this new age of conscious consumerism. Research carried out by Havas shows that meaningful brands have outperformed the stock market by 206 percent over the last 10 years. Enlightened brands recognise this reality and are transforming their entire modus operandi to meet young consumers changing expectation.
You only have to look at Adidas’s pledge to use 100 percent recycled plastic by 2024, Unilever’s mission to Improve health and well-being for more than 1 billion people and Ikea’s ambition of becoming climate positive by 2030. The results are also clear to see: Adidas sold 1 million shoes made of ocean plastic last year, Unilever’s sustainable brands are growing 50 percent faster than the rest of business and Ikea has seen sustainable product sales grow to a cool $1.9 billion.
What it all means
Historically, the role of a brand has been to simplify people’s increasingly busy lives. Today, that’s no longer enough. Young people expect brands to go beyond selling products, services or increasing profit for shareholders. They expect them to stand up for something, to improve lives and to play an active role in tackling global poverty, inequality, and climate change.
Doing good is not only the right thing to do but also a commercial imperative. For brands, this requires a move away from Corporate Social Responsibility — since under such initiatives, doing good is often separated from the core function of the business. In its place, brands need to make their products and services in a way which benefits people, planet and profit by taking responsibility for the overall value chain.
The brands that manage to adapt to this new reality will end up being richly rewarded with a natural place in popular culture, a deeper connection with consumers, business growth and longevity.
This article was originally posted here on Entrepreneur.com.
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