Since the pandemic started, many businesses have struggled to keep up. However, for some disruptors, it has been an opportunity they eagerly seized. Sky News reports that 2020 saw a record number of startups, with over 407,510 businesses launching during the period. This comes after the announcement of government grants for businesses providing cash assistance from £6,000 to £18,000.
With so many new players in the business landscape, it is becoming increasingly important to find ways to stand out from the competition. You need a loyal client base. A study found that 96% of consumers identify customer experience as one of the biggest factors behind brand loyalty.
There are many ways to improve customer experience, but the best way to cultivate an experience your customers love is by listening to what they truly want. By promoting your consumer to co-architect of your brand, you ensure your brand message resonates with your audience. Here are just some of the ways you can listen and learn to do so with your customers in mind…
Listen to what your customer wants from your company
Customers are the most integral part of building a successful business – so it is important to cater to what they want and need.
By creating an online customer community in which you test creative concepts, pack designs and gather consumer insight, you find out what your consumer genuinely wants at every step of the journey. Inviting them in to analyse, design, and co-direct your company not only promotes their brand loyalty, it ensures you’re providing them with exactly what they’re after.
An example is by becoming more environmentally conscious. When 80% of the Bulbshare insight community say they care about sustainability, it’s important to listen to your consumer’s environmental concerns and act accordingly. Customers want to support brands whose ideals and advocacies align with their own.
Learn ways to simplify your brand’s message
Another thing you can do to cultivate your brand’s story is by simplifying it in a way that’s relatable to your customers. Marketing expert Donald Miller notes in his book ‘Building a Story Brand’ that creating an effective message doesn’t have to use flowery concepts or stupefying words. Creating a story that your audience can understand is what matters. It is a way to compel buyers to support your brand because they know what they are getting.
And what better way of understanding what your customer appreciates than by building always on customer communities?
The transparency these communities offer between customer and brand give a competitive edge through building trust, and customers feel reassured that they know exactly what your brand mission is. If they’ve had a hand in crafting that brand identity, even better.
Make sure your story translates to executions
Now you’ve co-created a brand story with your consumers that resonates, it’s time for action. Creating a meaningful brand means going beyond glib messaging. To become a successful brand storyteller, you shouldn’t just be talking the talk; you need to couple your story with action.
As always, the key to this is going beyond guesswork about what actions your consumers expect – you must ask them.
In a world where authenticity is rare, keeping it at the heart of your brand is critical. With 67% of consumers feeling skeptical about greenwashing, 55% feeling doubtful about brand motivations behind diversity in their marketing, and 71% believing social media marketing is becoming more sinister, it has never been so important to back up your words with action. Consumers are eagle-eyed to spot insincerity.
Forbes lists some of the practices your company can do to uphold the authenticity of your brand. For example, create a manual that employees should follow, taking the values of your business into account. As they are representatives of your company, it is important they uphold its beliefs and act accordingly. Additionally, Forbes notes that consistency is key. If your brand has certain goals and values already in place, make sure to stick to them as much as possible so it is known to the public and is authentic.
Creating an effective story for your brand is essential to creating a better experience for your customers. It is also a great way to connect to them and widen your brand’s reach. Use these tips to create something authentic and effective.
