4 Ways to Establish a Unified Brand Experience
July 19, 2021
The increase in competitiveness in today’s marketplace has led to businesses striving hard to find their brand voices. With the digital world constantly shining a spotlight and highlighting brand inconsistencies, this has become even harder to achieve. When employees, investors, influencers, and customers have a different brand picture, this can result in brand confusion or brand conflict.
This makes it essential for a business to strive for a unified brand experience with no inconsistencies. Customers are looking for brands that can give them a holistic, unique experience in whichever way they interact with your business. This is called a unified brand experience.
What is a Unified Brand Experience?
This is when a brand creates a consistent experience and feel across all platforms and channels in the same voice, design, style, and communication. When there’s an inconsistency, customers may no longer recognize your brand. They’ll get frustrated and lose trust in a brand. Here are some of the ways you can use it to establish that kind of experience in your (online) business.
1. Establish Your Brand’s Personality
The personality of a brand is a crucial component in branding strategy and experience. Besides the fact that it humanizes a brand and allows customers to relate to it as if they were an actual person, it also tells your brand story. It requires planning and incorporating every stakeholder. These include your company employees who you can use as your brand ambassadors. With the help of brand ambassador software, you can manage a large number of ambassadors.
Establishing a brand personality includes a clear brand message. The best way to create your brand personality and voice is by listening to your customers, and knowing and understanding them. That’s the only way you can create a compelling message that makes customers think to themselves that they can’t get what you give them elsewhere. Your employees should also communicate your brand message to customers effectively and embrace the brand personality in all they do.
Ultimately, your brand personality is what customers experience, connect and relate with and develop a loyal relationship based on trust.
2. Keep It Consistent
Consistency is vital in establishing a unified brand experience. When you create a brand personality, message and voice, you can’t deviate from it for any reason whatsoever. It also applies to all other branding efforts as well. The fastest way customers can familiarize themselves with your brand is through being able to recognize it quickly. When one aspect of the brand changes, it changes what customers already know and love about it.
Whether it’s for your target audience, investors, business partners, and ambassadors, each message you put out there should represent the brands in the most accurate way possible. Uniformity in your content, products, or services enhances a unified brand experience for everyone. This benefits your business with loyal customers.
3. Listen to Your Customers
Establishing a more personal relationship is crucial in any brand strategy. If you create such a relationship, it fosters long-term relationships and brand loyalty. It can be said to be the foundation of a unified and excellent branding experience. The way to provide such an experience to customers is through listening and understanding what they have to say.
Customer feedback will help you streamline the brand experience with customer needs and preferences. In addition, when you act on customer feedback, the relationship is strengthened. That’s why it’s always important to ask for customer feedback and encourage them to give suggestions and share their opinions.
4. Find Your Uniqueness
A unified brand experience can’t be complete without being unique. The whole purpose of developing a brand is to stand out from the others so that your audience can tell you apart. But it’s not just about creating a unique selling point. It’s in the way you represent the brand and how you interact with customers. Your brand should make them feel a certain way that’s only unique to your brand.
Therefore, you should consider how you can make your brand unique from what everyone else is doing. When you know what you need to do, remember to keep it consistent in all your business strategies, internally or externally. This is what can guarantee a unified brand experience that you’re striving to achieve.
Establishing a unified brand experience isn’t easy. However, it’s essential if you want to succeed in creating brand awareness, visibility, and recognition. The best way to create such an experience is to see your brand as a living being. It shouldn’t only be used to market your brand but the way your business operates, interacts, and engages with customers and stakeholders. Let your business have a unique personality that’s consistent across all channels. A unified brand experience lets your customers see the brand the way you want them to, and with time, it becomes familiar, credible, and competitive in the market.