Creating a seamless brand experience goes a long way towards creating an environment of returning customers.
The greater exposure to a brand, the more customers will identify with the brand by assigning their loyalty, time, and money.
But, what is the key to creating a seamless brand experience? In my opinion, it stems from two factors.
Keeping Customers Engaged
With competitors vying for your customers’ attention, finding a way to stand out from all the clutter can be a difficult task.
One way to stand out from the crowd is through outstanding customer service.
As one of the largest customer-facing enterprises of your business, customer service can leave a good or bad impression depending on its accuracy.
Nothing stops a customer from returning to your business faster than bad customer service. While on the flip side, good customer service can bring returning customers back for more and spread positive word-of-mouth that can attract new customers.
Some of the most successful brands create a seamless brand experience through customer service. The Walt Disney Company, for example, holds the gold standard in customer service. Employees go above and beyond to make guests feel special and leave them with an experience they will not forget.
Apart from customer service, there are many other techniques businesses can use to keep customers engaged. Special promotions, and in-store events goes a long way towards keeping your brand in the forefront of customers’ minds.
Consistent Brand Message and Exposure
Keeping your brand top-of-mind with customers helps to establish a seamless brand experience.
There is a fine line between consistent exposure and over-exposure of a brand. Too much exposure can cause customers to resent or “mute” your brand as they feel they are being inundated with your content.
Finding the balance between consistency and over-exposure will require some trial and error. The laws of social media tend to favour 2-3 posts per day before hitting the overexposed mark.
A consistent brand message also helps create a seamless experience. Your business needs to generate content and offers that speak to the core principles of your brand.
Without a consistent message, customers can lose the thread of your brand resulting in disinterest or drop-off.
Creating a seamless brand experience for your business helps to create positive associations in customers’ minds.
A seamless brand also instills a level of trust and familiarity among customers as they know exactly what to expect of your brand when they decide to interact with it and make a purchase.
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