Although the basic idea of your brand might be static among your customers and prospects, the totality of its perception is rooted in customers' experiences with the brand itself, and its messages and interactions. Patricia Berry tells you how customer service and marketing have a great deal to do with the strength of your brand.
The other day I was telling a colleague about several articles I've written recently on branding. I was surprised to hear him say that, although he knew what a brand was, he didn't really know what branding was, why some brands were stronger than others, the purpose behind branding and why some consumers are so brand loyal.
Simply put, a brand is a promise — an expectation waiting to be fulfilled. But the promise isn't always fulfilled the moment the product is purchased; the process can take time. Oil of Olay™ says that you should see a reduction in fine lines within weeks. Slim Fast™ promises that if you adhere to their program, over time you will see results. Instantaneous isn't always best. Some of the best brands are built over time, and on far more than catchy jingles, good advertising placement, and bold packaging. How? Through marketing. The real promise of a brand is built on the back end, by marketing.
Today's customers are savvier and have higher expectations than ever. What's more, society almost encourages brand disloyalty — for example, with discounts and special offers — especially with the rise of the Internet. Now, you can always find it cheaper, better, and faster. Yahoo!™ even lets you shop by comparing prices and stores from the comfort of a single Web page. In this climate, brands need to work extra hard to differentiate themselves, but more importantly to cultivate and keep loyal customers. Customers really do want to know “what have you done for me lately?”
Much of a brand's “draw,” and the ability to create and cultivate a relationship with the customer based on this draw, rests on an emotional, rather than a rational, decision. Although a brand needs both reason and emotion to thrive, emotion is essential: Without it, your brand can't survive. As technology permits the production of products, or even duplication of services, that are incredibly similar, the emotional connection will play the major role in the customer's decision-making process. The rational element dictates that you must be able to support the back end; that once the customer buys into the emotional “pull,” you must deliver on the promise. The emotional factor makes the customer decide more rapidly and buy into the brand experience; it's a huge factor in the development of brand loyalty.
You might ask, “Isn't branding the domain of advertising?” Yes, and no. Both advertising and marketing must work together to help a company deliver the strength and promise of their brand. As Scott Davis of Prophet says, “Marketing puts the public face on the brand. Customers' experiences are influenced by how the promise of the brand is delivered through the call center, distribution channels, billing and service departments — in short, the Brand-Customer Relationship.”
Advertising might get the initial sale, but only marketing can keep and retain customers by making sure that you deliver on the promise, and from every contact point possible. It's essential to be consistent, convey the same brand message and experience throughout your entire company. This is crucial to the development of the Brand-Customer Relationship.
An effective Brand-Customer Relationship becomes part of the goodwill and core competency that a brand can leverage in gaining and maintaining customer trust and business. This relationship can lead to stronger brand equity, thus creating a unique “degree of difference” between your brand and the competition. Strong brand equity allows you to retain customers better, service their needs more effectively, and increase profits. You can strengthen brand equity by successfully implementing and managing an ongoing relationship-marketing effort that offers value to the customer and responds to their needs. Disregarding the edge that the Brand-Customer Relationship offers in the marketplace and failing to use the benefits and goodwill that the relationship creates will lead to failure in the long run.
It's essential to recognize customer service and the relationship between your company and its customers as a key element in your brand. On several levels, this relationship becomes the strongest part of the brand. Although your competitors can copy packaging, product, ads, etc., they'll have a far harder time copying your customer relationships, and (even more important) your customers' loyalty. People aren't just buying a product or service from a strong brand; they're buying an idea, a perception — even a wish. In fact, many customers will pay more time and time again if they're getting what they perceive as fulfillment of the promise, and a great experience. The fundamental strength and success of your business lies in your ability — through marketing — to create and cultivate a strong and lasting relationship with your customers.