The most successful companies understand the need for brand consistency in global and local markets. An inconsistent brand can impact a customer’s or potential customer’s opinion of a brand: is it professional, is it reliable, is it consistent?
Content marketing tools help marketers at the national and regional levels amplify a consistent brand story and avoid branding mistakes, which can result in an unpleasant customer experience and have a direct effect on revenue.
One study found that from 63% of consumers that had engaged with disappointing brand content, 97% of those customers indicated that the experience either slightly or seriously damaged their trust in the brand. 23% refused to engage with that brand entirely after a single negative experience.
Here are 5 branding mistakes your marketing team can avoid with a content marketing tool to ensure brand compliance throughout their company:
1. Focusing on The Product too Much
It is vital to have the correct product or service in place, of course, but focusing only on the product and neglecting a customer’s needs or experience is a mistake too many companies make.
A customer is 86% more likely to repurchase products from a brand after an excellent customer experience than a poor one and more likely to trust that brand and recommend it to other customers as well. To ensure customer satisfaction and retention, a positive customer experience must be considered as part of branding.
2. Inconsistent Tone and Messaging
One survey found that 90% of shoppers expect a consistent brand experience regardless of the channel of engagement.
Without a consistent message, brands have difficulty building a relationship and trust with their audience. Without a consistent identity, a brand can become unrecognizable or confused with alternate providers of similar products or services.
Maintaining a consistent customer experience can be particularly difficult while addressing the needs of nationwide or global companies. These franchises must deliver the same experience at each of their locations, even on a local level. Consistency in branding, messaging and tone across all channels is fundamental to building a relationship with customers that fosters trust and repeat business.
3. Not Focusing on Differentiators
Ensuring that the brand message emphasizes a unique offering will help prevent confusion between similar products. Product differentiation can take many forms. Perhaps a specific product is more affordable or valuable, of superior quality, or more critical to the customer’s overall success than a competing product.
Emphasizing these differences in branding will help a customer to make a deep, emotional connection with a product, increasing the likelihood of conversion or future purchases.
4. Absence of Personality
A brand personality is the attribution of human characteristics to a brand, helping customers to relate to the brand on an emotional level and is expected of a brand, especially on social media.
Personality attributes not only help build trust between brands and customers, they also offer an opportunity to describe how a brand can be incorporated into the customer’s lifestyle.
Learn more: 3 Ways Local Marketers Kill Brand Consistency (And How to Fix it)
5. Failure to Measure Branding Efforts
Without a comprehensive plan for monitoring brand penetration and effectiveness across a multitude of channels, all of the efforts placed in creating and maintaining a consistent brand can be wasted.
Missing a mention of your brand or product on social media can have far-reaching results. A study by Statista found that if a brand ignores a complaint made by a customer on social media, that customer will boycott the brand 35% of the time, and share their negative experience with friends offline (34%) and online (31%).
Failing to measure branding across all channels could result in inconsistencies in tone or messaging, as well as a perceived lack of responsiveness to customer concerns.
Content marketing tools, like CampaignDrive, can help marketers maximize the value of brands by balancing the need for a consistent, distinctive brand message with the need for personalized, locally-integrated marketing efforts.
CampaignDrive is a cloud-based platform that enables franchises to maintain brand integrity while still being responsive to customer needs and expectations.
With CampaignDrive, local marketing teams can create, deliver and promote their location with pre-approved assets from the corporate office while ensuring that a coherent, undiluted brand message is delivered to customers.
Learn more about how CampaignDrive can help your marketing team avoid branding errors and leverage brand power for local impact. Request a free demo with one of our experts today.
Sources:
https://www.slideshare.net/MathewSweezey/5-content-engagement-questions-answered
https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important
https://www.statista.com/statistics/741388/consequences-negative-social-media-brand-interactions-usa/
