What Part Does Branding Play in Customer Experience?

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Branding plays a large role in providing a positive customer experience. Generally, those customers that appreciate brands will find one that really appeals to them and stick with it. This can be for a number of different reasons.

However, if at any time that customer was to have a poor customer experience with a brand, they would undoubtedly find another to replace it – but you can make this less likely by concentrating on the benefits that branding gives you.

#1 Provides customer identity

Customers are likely to find a brand that they identify with, and that shows an element of their personality. This can be in the shape or color, or purpose of the item, or in what that brand represents in its missions and goals.

For instance, some brands have a mission and are well-known for their eco-friendly ingredients and carbon footprints, while others concentrate on animal welfare and being able to label themselves as supplying cruelty-free products that are totally vegan-friendly.

#2 Provides strong customer connectivity 

You will find that companies with brands tend to have strong customer connectivity and regular contact with their customers. These can be in direct mailing – email, text, or post, via newsletters or mailing lists. Or it could be that their brands are followed on social media profiles.

This is so that customers can stay up to date with new releases or information about products, the companies themselves, or the company’s missions. This builds a particularly strong relationship, trust, and loyalty within the customer base.

#3 Provides customer expectations 

With customers in regular contact with the business and making frequent purchases, it is no wonder that they have grown accustomed to what to expect regarding quality, price, and service.

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This also provides a good solid base for good customer experience. If you are trying to build your brand, then possibly one of the things you could do is provide freebies to customers with their first purchase. 

These freebies should be a standard part of your range to prove the quality of your products and encourage your customers to purchase again from you. If you are not sure what types of items you could present as freebies to build your valuable customer base, sites such as anthembranding.com could provide you with a heads-up.

Final thoughts

So, to provide your customer with the best possible customer experience with your brand, you will have to meet some important criteria, as well as provide excellent customer service. If you are not selling your items direct to your customers and are choosing to use retail outlets, it is vital that you are aware of the level of customer service your customers will receive.

However, if you are going to do everything in your business, from manufacture or stock buyer through to despatch and after-sales contact, you are going to have to be critical of the customer experience you are providing. This journey starts with the initial effort of reaching out to potential customers and ensuring your website is entirely user-friendly. 

Kelechi Okeke
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