Brand sustainability – 365 days of one brand
Brand is the pillar of intellectual property. Brand equity is the added value that a well-thought-out strategy brings to product or service. The world’s most powerful corporations spend billions of dollars to retain their brand’s goodwill and value.
Success is more difficult than ever in a world plagued with thousands of entrepreneurs and wannapreneurs. This is true for every kind of businesses or personal endeavours. Building a sustainable brand requires a different approach than regular businesses. Planning is the only way to ensure a smooth transition. If you are starting from scratch, the planning process is vitally important to have effective measures in place.
HOW TO STRENGTHEN BRAND LOYALTY
Customers that are loyal to brand, personnel, and services are more likely to stay with you in the long run. Here are 7 ways to build brand loyalty with audience and customer base.
1. DELIVER ON QUALITY AND VALUE (MORE THAN WHAT IS EXPECTED)
Delivering more and above on what you have promised, and doing so to the best possible standard, is one of the most obvious methods to establish brand loyalty. The services and products you provide must also be of the highest quality, being maintained in all you do, so that the value you bring to customers is never questioned. Never ever compromise on the quality of your products/services you provide to the customers.
2.TALK TO CLIENTS/CUSTOMERS REGULARLY
Speaking with customers on a regular basis helps to improve the link between you and company, as well as between client and their customers. Make use of social media to stay updated so you can participate in their updates.
3. BE CONSISTENT WITH EVERYTHING
Authenticity and trust are built on a foundation of consistency, both in service delivery and in brand. Every time customers interact with emails, documents, or online sites, a brand must give them a sense of familiarity. If either of these branded assets look and feel different from others, let the client be aware of it. Make sure that all marketing materials are consistent in their branding and that they focus on what you have to offer. Take care of brand’s logo, values, and personality.
4. BECOME KNOWN WITHIN COMMUNITY AND VERTICAL
One of the most powerful types of marketing is word of mouth. Make use of your media partners and other industry influencers to assist in promoting you and your brand, so that your customers can see how prominent you are in your field. Positive public relations, such as through philanthropic activities or sponsorships, can assist and build awareness in your community. Maintain your relevance.
SOME DO’S AND DONTS
Do’s
• Integrate sustainability with your brand
• Educate
• Make your own targets
• Pick the right partners
Don’ts
• Greenwash: do not create a false narrative around them.
• Undersell: Celebrate your sustainable practices and achievements with your customers.
• Go into debt: Take your sustainable journey slowly and with simple steps.
To sum up, branding initiatives are driven by three terms: loyalty, awareness, and familiarity. Building a robust platform and strategy that monitors, defends, and defines brand will provide a powerful marketing tool that can utilise at all stages of business development. These measures will ensure that most assets, are preserved.
Carve your own distinct niche in the industry!
