By: Deja Finch, Queens University of Charlotte
Gone are the days of limited retail options as the rise of social media has elevated the consumer experience. Major businesses alike all battle to thrive in a new economy driven by social networks and consumers. Yet, the remedy no longer emphasizes transactions but memorable connections and dialogue with consumers.
In the digital sphere, Word-of-Mouth is potency as consumers are far more influential as one simple post can alter a brand’s perception. Even so, consumer expectations now reveal the want for brands to be fully aligned with values. This is what creates a dialogue and connection with the consumer. But, what exactly makes a brand memorable for anyone? Our market now requires a refreshment in brand engagement and audience building. Here are the top ten best practices to enhance your brand.
1. For one, before you initiate any engagement you need to have a full understanding of your brand’s core ideology. These are set values and promises that guide your brand through growth and hardships. The way to find this is through asking three pivotal questions: “Who are we?, “What do we do?,” and “How do we do it,?” Brand-building expert Denis Lee Yohn cites author Jim Collins’s 1994 book “Built to Last” in defining core ideology as “the glue that holds an organization together.” This glue is the essence of your brand and should be reflected throughout practices. It allows for a solid internal culture and positive brand perception that influences consumer experience.
2. Consumer engagement is a key attribute in the consumer experience. Brands have now incorporated savvy techniques in earning audience attention both online and in-store. It has been found that consumers who engage with brands online reportedly spend 20% to 40% more on that brand, or product (Lea, 2012). This win is a result of brands utilizing hyperconnectivity to provide engaging user-friendly content. Inactions are tenfold as a brand becomes valuable in the daily lives of consumers.
Swedish furniture brand IKEA heavily relies on engagement in building brand loyalty. The brand combines consumer participation and inspiration with sponsored content (O’Neill, 2021). IKEA’s digital engagement maintains its core ideology in bridging sustainability and affordability in its products. Their webpage welcomes guests with new releases and how-to guides on its homeware. Creativity becomes a building block as IKEA’s customization and design features include AR technology both on its website and mobile app (Davis, 2017). Heightened involvement such as this can really define your brand.
The time of transactional experiences with consumers is no longer present.
3. Emotions disregard efficiency as connections matter more. The inner purchase questions have migrated from “What does it do?” to “How does it make me feel?” (Yohn, 2014, p. 71). You can use emotional triggers in engagement and marketing to truly alter brand perception. A company engaged in emotional branding puts the needs of its customers ahead of the product it’s selling (Smart Insight, 2012). Nike has successfully mastered the emotional connection in showcasing not just products but emotional rewards.
The sports brand uses its slogan “Just Do It” as a call to action throughout merchandise and advertising. Most of all, Nike uses narrative in showcasing both athletes and everyday people striving for triumph. This is seen in an inspiring commercial featuring pro-tennis star Serena Williams in a montage of video clips spanning from her early years to today. An approach like this places a brand into “water-cooler moments” or becoming a conversational topic (ReferralCandy, 2017).
Social media is not just measured by usage but rather by the impact of conversations. To name, what we talk about in our daily lives can act as currency in gaining new relationships. An exchange of actions, words, and intentions all contribute to one’s social standing (Solis, 2013).
4. For branding, social capital becomes your best friend. Themes of trust, reciprocity, and mutual cooperation all motivate social capital (Maras, 2006). One brand that effectively relays social capital in attracting new consumers is the classic Los Angeles-based staple In-N-Out. The burger chain has maintained a sense of exclusiveness in its brand identity by never veering far from its west coast location. On social media, users can share their favorite orders including secret items that locals are only privy to. Social capital lies in In-N-Out using user-generated content as social capital in promoting their experience to potential audiences.
There is a reason why we can associate certain characteristics with the companies we encounter everyday.
5. Noticeable brand experiences stem from maximizing all five human senses. If it’s online or in-store, solid brands create detailed realms that kick our senses and express brand personalities (Yohn, 2014). Sight, sound, taste, touch and smell all act as simulates in inciting memories. For a mall staple like Cinnabon, they sell both delectable baked treats and enjoyment. Their identity is tied into using fresh ingredients that are associated with warmth and happiness. This keeps their name in the minds of customers. Great brands know how to keep themselves in the mouths of others.
6. Your brand needs to find its inner remarkability. Cinnobon and Nike immediately correlate to parts of their identities and vaules. Remarkability means being noteworthy of attention especially in a plethora of social media posts. You want people to stop and watch what you are doing or promoting. Scholar Jonah Beger (2013) states that remarkable things provide social currency because it makes people who talk about seem remarkable. In essence, it’s why people gravitate towards certain brands.
7. Primarily, it’s important to understand how people now expect more. In fact, companies are now learning customers want full transparency in where their dollars are going. Internal company culture has to be positively reflected in reaching external stakeholders. People desire for influential companies to be socially responsible to the world around it. Important issues cannot be ignored as silence is judged just as much as a response. This can single-handedly keep brands on solid ground even through periods of change (Yohn, 2014).
Just this year, IKEA released a commercial mirroring its advocacy in Climate Change and promoting eco-friendly initiatives. The 60-second spot shows people from all backgrounds engaged in greener choices using IKEA products. A slogan appears stating “Small decisions make a world of difference.” Storytelling allows for perspective in what the consumer may desire. They want a chance to be a part of something important and promote change.
8. Loyalty is what makes for long-standing brands. Brand loyalty details perceptions that positively affect whether people choose to “opt-in.” Once in, consumers possess an unwavering dedication that pushes beyond competitors, pricing, and convenience. Brand loyalty builds off of brand belief as personal connections are needed. Potential loyalists will have the brand encoded in their minds as they now see its value. Likewise, Starbucks’ immersive loyalty program gives consumers a return on their investment. Each dollar spent accumulates points to cash-in on free merch, menu items, and discounts. They get first dibs on promotions such as Starbucks’ #ShareEvent where drinks are buy one, get one free. All of this shows how people believe in Starbucks’ products and social engagement.
https://stories.starbucks.com/stories/2020/a-how-to-guide-for-digital-ordering-at-starbucks/
9. User experience adds to consumers relationships. This is the art and science of molding how people may feel about a product or engage with a service (Solis, 2013). Creativity bridged with technology has only added more convenience than ever. Superstore Target has only grown thanks to introducing a free loyalty program and new in-app features. Shoppers can schedule pickups, deliveries, orders and even check to see what’s in stock. This increases trust with the brand as shoppers look forward to engaging. A run to the store becomes less stressful contributing a great interaction with the company.
10. Lastly, let go of the idea of control and focus on the moment. Berger sums this up perfectly: “the control you think you lose by opening up online engagement actually gives control.” This is all about observing audiences and recognizing what to improve. There is no way to control a place as unpredictable as social media, but what matters is creating intentional experiences. The brands that have impacted all of us evolve without compromising familiarity. Mostly, allow room for community in audiences that keeps you always in mind.
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