8 Tips for Branding to Improve Customer Service | luxury branding tips
When building a branding, the business owner often focuses on key indicators of efficiency, and the attention is not always on the followers. If you want to attract and retain a loyal audience, you should consider improving the customer experience. Let’s take a look at how branding identity can be enhanced by providing personalized services.
What does branding mean in business?
When looking at branding from a customer service standpoint, it’s safe to say that Jeff Bezos (Amazon) said: “Your branding is what people say about you when you’re not in the room.”This means that branding is first and foremost the reputation of your business. This reveals how buyers perceive your company (or you).
How does it work?
The essence of your business is not your products. Let’s be honest; just one product may not be enough to attract people’s attention. So what works? Feelings. These drive the desires of the buyers. 50% of purchasing decisions are driven by emotions. It adds a sense of novelty and uniqueness to the audience.
So building branding is about first developing “emotional buttons” that you can press and activate the feelings you need. The product cannot support the development of the business, but the branding does.
Why is emotive customer satisfaction so important?
There is research confirming that a positive customer experience becomes more important than the product itself and its price. Now, this has become one of the most important factors that enable branding to differentiate.
If you haven’t worked on your audience’s emotional satisfaction yet, now is the time to start. We will tell you about the most relevant branding methods through better and more personalized customer service.
How to make a brand through customer satisfaction?
Here are 8 suggestions you can apply consistently.
Follow up by defining your mission vision and values
Every branding should have benchmarks that help it thrive. These criteria are mission and values. If you want to fully implement an optimistic customer capability strategy, you need to not only set standards but also follow them.
The Mission is a basic roadmap for branding development. Its values include customer service principles and public interaction. branding values are the intangible features that distinguish your branding from your competitors. They are the elements that arouse the necessary emotions and affect the purchasing decision.
Build a customer-customer centric business model
If you’re going to target a branding to a customer, you need to find out who your current and potential customers are. Building a “customer image” and learning the basics is correct, but not sufficient. You need to segment your target audience and tailor your business offerings to the needs of each segment. Simply put, you need to create personalized features that meet the needs of all segments.
Create a unique branding voice
How your branding “sounds” is influenced by your mission, audience characteristics, and industry. Branding voice is the tactic you talk with customers. It could be like this:
What if your branding previously has a voice? To know this, answer 5 questions:
Make sure your branding has an individual style.
If you remove the visual ID and leave only your messages, will your customers be able to recognize you?
Can your customers differentiate you based on your communication style?
If you could imagine your branding as a character (person), who/what would it be?
Does your fictitious character match the brand’s goals and objectives?
It is necessary to create the voice of the branding by examining and segmenting the target audience in detail, including the forms of communication on social networks, websites, and in real life.
Create unique customer-centric offers
Of course, you have things to say to your customers about the branding and product. Express these in 1-2 sentences in the language of the Audience. Here is a quick checklist to help you shape your unique selling proposition:
Who are you?
What do you offer your customers?
Why would they buy from you?
Do not fall into this common mistake. Do not focus on the benefits of your product. A personalized unique selling proposition expresses what benefits the product will bring to customers, what problems it will solve.
Train your intact customer support team
Customer service is primarily about the personal interaction between customers and your employees. Each of your employees communicates directly or indirectly with the target audience. It should also reflect your branding values. A mistake that is too late to fix will nullify all your other efforts.
Therefore, immediately analyze the quality of customer service. Find out what your target audience is saying about service quality and determine if it aligns with their branding values. The solutions put forward will become part of staff training. Don’t let this get neglected: plan training and monitor team development.
Use your visual identity
Make sure your branding is consistent, understandable to your target audience, and represents your company 100%. First of all, it concerns the main tools of visual identity such as colors, logo, and font.
Once you’ve defined the branding strategy and values and created its voice, you can develop them. It will provide the necessary foundation for creating visual elements. For example, if a branding voice is commercial, the color scheme should be solid and the font classic. You have a lot of options to experiment with.
There are tools available that may be of use to you. For example, Logaster will create a logo for you in a few minutes. You can download ready-made documents and visual forms with your logo for branding on social networks.
How to be consistent
Customers seek an experience focused on their needs, powered by personal interaction. Therefore, consistently adhere to the principles of individuality at every stage of branding creation and development. Maintain this at all times and especially at all points of contact with customers.
Give your customer service team more autonomy
This is the front line of customer service. What if the customer’s problem doesn’t fit this algorithm? Frustration, resentment, perhaps even preferring the opponent. Prepare your operator team and empower them to make customer-specific decisions. You will see that your customer satisfaction increases.
Use information about your customers and experiment
What do your customers like, why do they prefer you over competitors, why do they stay with you? Build customer engagement from the ground up to add value to your branding. Too bad if your only competitive benefit is a lower price. This means you can’t build your branding.
To interact with customers before they even notice your offer. Be aware of interests, current trends, and current needs. Use this information to find an explicit and non-obvious value.
Try to be different. Otherwise, you will always have to lower the price and make a loss. “Better” or “cheaper” – the choice is yours. Remember that at the same time, your customers are choosing between the concepts of “what to give” and “what to give me in return”.
One-on-one engagement is pretty much the only way to keep audiences engaged in today’s oversaturated market. You either create a branding that targets all audience segments or you remain an anonymous product. Therefore, we recommend that you start working on improvements immediately.