Brand Management: How To Stay Top Of Mind With Consumers

03 February 2020
3 minute read

Alex Woods

These days, business owners are only too aware of how important it is to keep the consumer engaged. With shorter attention spans and an overwhelming amount of choice from competitors, keeping your products or services top of mind with consumers is essential.

In fact, research shows that 54% of consumers think that companies need to fundamentally transform how they engage.

With this in mind, it’s evident that there is a lot more that businesses could be doing to engage and retain their consumers. Here are a few tips on how you can achieve this:

Tell your brand story
Time after time, we’ve seen how well human stories sell. That’s why it’s so important to have a strong brand story for your own business as it can help you emotionally connect with your consumers, shows a level of transparency and promotes your brand values. Plus, it only takes one defining detail for a consumer to remember your business over others. When creating your brand story think about questions such as:

  • Why did you start your business?

  • Was there a gap in the market that you thought needed filling?

  • What sets you apart from your competitors?

Once you have your brand story you should publish it on your website. You can then align other company assets such as your logo, social media channels and marketing campaigns with your brand story. You could even create a video and feature business owners and members of staff!

Be available
Being available to your consumers is a surefire way to build trust between yourself and the consumer while giving them memorable on-demand customer service. To do this, you should make sure that you’re updating your social channels regularly – this could include things like company announcements to show that your business is active and moving forward. You should also respond to any messages that you receive within a day. Similarly, any requests that you get via your website should be responded to as quickly as possible. You could even think about installing chatbots onto your website which means customers will be able to get basic responses to queries around the clock.

Personalise the customer experience
Nowadays, more and more businesses are focused on providing their consumers with a personalised experience. Email marketing can be a great tool for this as you can create content that lands straight in your consumer’s inbox. As long as you have consumer data collected through your EPOS systems or CRM, then you can send emails based on factors such as location, age, gender and preferences. For example, if you’re a beauty salon and a customer has just had a repeat treatment carried out, how about sending a reminder email for when they need a follow-up treatment? Or if you’re a retailer and a customer has purchased swimwear, how about suggesting sunglasses and other holiday clothes?

Always follow up
Once you’ve gained a customer, it’s even more important that you’re able to retain them. The first thing you can do is thank them for their business. Whether it’s an email or a handwritten note, doing this is a nice touch when it comes to making your business stand out. 

To keep the conversation going, ask them how their experience was and welcome any feedback that they have. This will show that you’re genuinely trying to improve your products and services. You could also offer vouchers in exchange for leaving a review which will help to build up your online reputation!

Collaborate with your community
Having a physical presence outside of your premises can also be a great way to promote your business to new consumers and help make you more memorable. You could do this by sponsoring a local sports team, partnering up with other businesses in your community to host events, and getting involved with charities. When it comes to partnerships and sponsorships, make sure your company logo and branding is visible so that consumers can easily find you online. Some of these collaborations might even give you a platform to tell your brand story!

Next Steps

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