Brand insights from my time with the big brands – and yes, this applies to small businesses, ALL business.
Here are some insights I picked up when working at a global big brand company. The theme here is to really look after your customer when developing your brand or marketing plan – your customer, their needs and how you will help them, need to be at the heart.
Be customer obsessed
We are very familiar with the stories of new companies that are successfully disrupting yet another sector of business (think Tesler, Uber, AirBnB). Whilst appearing bold, often what they are doing is simply delivering exactly what customers want and meeting their evolving needs. Sadly, all too often decisions in many businesses are being made without truly listening and understanding what customers really want. These disruptors have just brought to the fore a clear reminder of the need to be relentlessly focused on your customers. This obsession must prevail for both short-term and long-term decisions, not compromising across the customer experience to support the brand promise and to meet customers needs, put customers in the driving seat and be on their terms, or else. Finally, a critical element of this obsession is ensuring a seamless and cohesive customer experience and consistent brand touchpoints.
It’s time to get personal
The basic premise of brand marketing is to understand what consumers want and what matters to them. Yet on too many occasions brands are failing to show consumers that they understand them, not contextualising and personalising their individual experience.
Take accountability for growth
Become focused on ensuring an integrated experience for the customer and ultimately deliver growth for your business. Ultimately though, no matter how good your marketing, there is no substitute for a quality product and experience that your customers love.
For those brands that face up to these challenges, go the extra mile and actively embrace them, they will be giving themselves every chance of success.