Impactful branding always provides competitive advantage

By VARINDIA - 2021-07-25

Impactful branding always provides competitive advantage

Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. Many small organizations and start-ups neglect to spend necessary time thinking about their brand in this broad sense and the impact it has on their business. At the same time, the consumers want a brand to be omnipotent, knowing who they are and what they need as they flit from channel to channel. The CMO Council found that 71% of consumers want a blend of both physical and digital channels and get easily frustrated with a poor omnichannel experience. There is an urgent need for delivering a better customer experience shouldn’t have to be that complicated.

 

According to Gartner, 89% of brands plan to compete on customer experience within the next year to win brand loyalists and meet customer needs to drive conversion. Despite these aspirations, only 10% of brands feel their current customer experiences are meeting these competitive demands. In many cases, the pressure rests heavily on marketing teams to transform customer experiences from expected to exceptional. Contextual marketing is currently a hot topic with industry research analysts. At the same time, Forrester sees contextual marketing as the bridge for the gap that exists between marketing and customer experience. Going forward, the marketers should go deep on only a handful of strategic initiatives, such as digital experience, content strategy and omnichannel with 360 degree approach.


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