What is a Brand?
A brand is the customer’s perception of a business. Much more than just a logo or name, a brand is a way of improving customer loyalty. To understand how you can build brands effectively in the digital age, you can take opt for good digital marketing certificate programs.
Brands can be built through advertising on TV, radio, hoardings, billboards, digital spaces and so on. These impressions enhance brand visibility and may generate some leads but do not guarantee conversion. Generic ads come with an added disadvantage of becoming dated, which, in today’s digital age, can impact the brand image negatively.
In such a scenario, experts recommend Brand Engagement as an effective strategy for building a brand.
What is Brand Engagement?
Brand engagement is aptly named for it is the process of users engaging with the brand, sharing their experiences and touchpoints with the business.
User engagement with the brand creates better awareness, trust and comfort in the minds of the consumers, bringing them closer to the brand and makes them an informed customer. This, in turn, drives up sales and revenue. The point is to create coherent customer experience and a deeper connection with the emotional side of customers.
Strategies for Driving Brand Engagement in Brand Building
- Low barrier to experiencing product
Through a free trial or free products/service, this will allow people to get a first-hand of experience of what it list to use your product or service and how amazing it is before putting their hard-earned money to it. This will enable the customers to first try and then trust the brand.
Brands like Google, Netflix, MailChimp, LinkedIn, Amazon and many more use this strategy to leverage the trust and attention of their customers to sell premium products. This helps the customers in building a deeper connection with the brand at their own pace and in their own way, which no ad can force them to do. - Customer centricity
Brands that keep customer at the centre of their universe fare much better than others.
- Advertising and marketing should inspire and inform customers. Showcasing customer reviews and stories about the value of your product, instead of the product itself, will bring more customers on board.
- Brands should be on their feet and address the queries and grievances they will be able to create a lasting impression on customers’ minds.
- Rewarding brand loyalty through coupons, freebies, etc.
- Brand mascots
Creating a believable, original and relatable representative character that embodies your brand is a good way to get closer to your customers without using the same-old, bland ad-campaigns,
This mascot will serve as the face of your brand, making it memorable and communicating all content through its voice.
Still, the best path towards going all professional in regards to brand engagement is to enrol yourself in the best marketing certificate programs available online now!