In today’s digital world, where the internet is inescapable, marketplaces are getting more and more crowded. The e-commerce industry is competitive and over the years, has become saturated, causing online store owners and new retailers to struggle to find a way to make a name for themselves among consumers.
Online shopping has taken over the world and with concepts like live video shopping revolutionizing the retail process, there’s no stopping it from evolving further. However, CPG manufacturers and retailers are facing more pressure than ever due to modern, empowered consumers, increasing competition, and macroeconomic concerns.
Such a situation requires some major introspection, some touch-ups, maybe, and more importantly, some much-required brand repair. Making your presence felt among consumers can only be done if you have a strong brand and where customers are concerned, branding holds major significance.
Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.
From your customer experience, logo, and the use of colours to your website, social media presence, your advertising and communications, packaging of your products, and customer services – branding involves going into the depths of all these aspects.
When a product has a unique name, appearance, and image, it is easier for shoppers to find in a crowded marketplace. A strong brand identity can also affect consumer behaviour by building emotional connections and reinforcing buying habits. As consumers begin to identify with you, your brand will live in the hearts and minds of customers, clients, and prospects, and they’ll connect on an emotional level.
So, let’s find out why exactly brands matter to consumers.
Brands Are Visually Appealing
Humans too have magpie-like tendencies – we’re attracted towards new, shiny, and exciting things. In the same way, brand identities – especially when it comes to products overloaded on shopping shelves – allow products to speak for themselves. By utilising clever graphic design, brands can ensure that theirs is the first choice in their consumer’s minds. You want your business to stand out from the crowd so that consumers are drawn to you. Show them what’s different about you and why they need to choose you over others. All this can be achieved through dynamic website design, digital design, luxury packaging solutions, and all other marketing collateral.
Brands Create Trust Within the Marketplace
A professional appearance and well-strategized branding will help the company build trust with consumers, potential clients, and customers. People are more likely to do business with a company that has a polished and professional portrayal. Being properly branded gives the impression of being industry experts and makes the public feel as though they can trust your company, the products and services it offers, and the way it handles its business.
Brands Form a Stronger Customer Bond
Branding is the first impression your company will have on a prospect. A strong brand is able to express the importance of their drive, products, mission, policies or services to their customer base with good branding. In order to form a bond with the customer, a brand needs to be transparent and authentic. As branding gives values and benefits insight into a company, it helps them form a bond. Customers are more likely to care about a brand when they understand what the direction of the company is and “buy-in” to the feeling the brand portrays.
Brands Are a Lifestyle Choice
People are pruning and altering their spending and consumer habits to align their lives with the lifestyle they covet. Channels such as Instagram and Pinterest are giving consumers spaces where they can share a snapshot of their lives, editing it to match the lifestyle that they want others to believe they have. It’s an interesting phenomenon that has taken hold, but one that businesses need to recognise. Consumers are becoming more conscious of what their branded products represent; their values, morals, aspirations and company history.
Brands Make Selling Easier
Brands are big powerhouses because they make selling easier in person and online. People prefer to buy from companies they feel they know and can trust, and brands reinforce that promise. Irrespective of what product or service you’re selling, a brand opens the door to success by making people aware that you made a unique and meaningful promise before you even meet your would-be client. When consumers are aware of your brand, they’re aware of the positive characteristics you stand for, as well as the negatives. Long before they get ready to make a purchase, they feel they know who you are and what unique value they can count on you to deliver.
So, there you have it – 5 reasons why brands are important to customers. Whether you’re a large company or a small business, crafting a brand-driven marketing strategy is one of the most important things you can do for your business. Virtual shopping and video shopping are gaining popularity by the minute and if you want to move ahead in the rat race, make sure you think from the perspective of your consumer base.