Small shop. BIG digital footprint.

Contributing Factors to Better Brand Performance

Your branding strategy must be carefully planned, tested, and ultimately optimized.

Branding goes beyond selecting a logo or catchphrase; it is the act of presenting your company in a thorough, recognizable manner within its industry and toward target audiences. If consumers choose your brand over the competition, you win the game of business. The following five factors are of great importance for businesses to experience success.

1. Brand Awareness

Establishing brand awareness is valuable as it represents how familiar your target audience is with your brand and how well they recognize it. Brands with high brand awareness are generally referred to as ‘trending,’ ‘buzzworthy,’ or simply ‘popular.’

In a world where consumers rely on extensive research and others’ opinions before making a purchase, brand trust is everything. Once a consumer bonds to your brand, they’re more likely to make repeat purchases with little to no forethought — which then bridges the gap between trust and loyalty.

Brand awareness among your audience and the general public doesn’t happen overnight. It also doesn’t happen from a simple advertisement or marketing campaign. Strong brand awareness is a result of multiple simultaneous efforts that extend beyond trying to get paying customers.

2. Brand Experience

Brand experience is the lasting impression customers have of your brand. It includes thoughts, feelings, perceptions, and reactions to everything from direct marketing efforts to large-scale ad campaigns and specific product launches.

Brand experience encompasses all the feelings consumers have before, during, and after interacting with your brand. Remember that brand experience is subjective. While it’s possible to create experiences that produce reactions along a generalized spectrum, individual users will have different reactions to your efforts. 

In practice, this means that no matter how carefully you curate brand experience efforts, there will always be customers who come away with a negative reaction. As a result, the goal isn’t to create a universal experience but rather to create one that resonates positively with the largest number of target customers.

3. Brand Image

In today’s business world, the ability to stand out from others is vital, which is only possible by creating and maintaining a strong brand image. A brand’s image serves as a representation of the brand’s products, services and reputation within its industry. 

A strong brand image can create brand recognition and encourage the formation of a loyal client base that can provide a company with profits for years to come. When consumers buy your product or service, they’re buying what your brand stands for.

4. Marketing Campaign Effectiveness

Marketing effectiveness is measured by how well a company’s marketing strategies increase its revenue while decreasing its costs of customer acquisition. Today’s marketing teams have access to real-time data, and it is that data that allows them to define how effective their marketing strategies are. However, that data must be cleansed and enriched at every step of the process so that the information and answers it provides are clear and concise.

Closed-loop marketing means companies can now determine marketing’s reach long after the lead was generated. The focus now is to define the role marketing plays in pushing a prospect to purchase.