The one thing that you’ll notice in almost all brand advocates is that they all have an emotional connection with the brand they are loyal to. They even feel that they are being personally attacked when someone says anything negative about the brand.
But how do you get people to feel this way about your organisation? How do you get them to invest their feelings into your cause, your products or services?
To win your stakeholders and customers’ loyalty, you need to engage on a personal level. Here are three keys to help you tap into your audience’s emotions, convert your stakeholders into brand advocates, and increase brand loyalty:
Storytelling, when done right, has the power to breathe life into your brand. It has the ability to take your audience on a journey that gives them an experience that resonates with them. And when they feel invested and become involved in the outcome of the story, their attention is retained. The product becomes more than just a physical thing but an extension of who they are. Such is the case with Pepsi lovers who would never be caught drinking Coca Cola or Nike-loyalists who would rather go barefoot than wear Reebok.
There are many opportunities for you to share your brand stories. Ask yourself what makes you unique? Start by creating a cohesive brand narrative that you can distribute through a cross-channel brand marketing campaign. Let your target audience know who you are and what makes you special.
2. Memorable Visuals
According to a new report from Cisco, online video will be responsible for 80% of global internet traffic, by 2019. For SMEs and startups, video can be cost effective and when it comes to potential reach, video is incomparable. Videos have already been established as having the biggest impact compared to other mediums, making video storytelling the best way to present your brand. Visuals that are compelling, exciting, humorous, or uplifting have the power to connect with audiences on a deeper level.
However, don’t post just any video for the sake of it as not all visual content guarantees a boost in metrics or improvement in brand loyalty. According to Brightcove, 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video. Focusing on the content and quality of your video is paramount.
3. Personalised Customer Service
Nothing makes customers feel more special than personalised service. The goal is to create the personal touch. Poor customer service is enough for a client to bail on a transaction or not make an intended purchase. According to a Walker report, customer experience will overtake price and product as the key brand differentiator, by 2020. When first-time customers receive excellent service and personalised follow-up on their experience, they are more likely to come back and keep coming back.
To reach your clients and stakeholders, you need to be authentic. It’s hard to stay consistent if you are feeding people lies in an attempt to win them over. Your best chance at converting customers into brand loyalists is by proving to them that their dedication to your brand is worth it. Be genuine about wanting to fill their needs and become the solution to their problems.
What does branding mean to you ?