Branding Basics II: Your Customer’s Experience
Welcome to Part II where I am teaching you about the second component to the definition of what branding is.
In my previous post, Branding Basics Part i: Your Visual Appearance, I gave you my definition of branding which deserves a recap. Branding does not get the focus it needs with emerging entrepreneurs because it is downplayed by gurus who do not comprehend the importance of branding. Branding is important because it is the art and strategy of creating loyal clients, customers, and fans. Without the memorable impressions on the minds of your customers, your business and your service will easily be forgotten. Are you in business to make a quick buck or to make continuing profit? You want your customers to become your brand ambassadors who use their mouth to spread the word. You cannot neglect great brand development and strategy.
So, my definition of branding is the culmination of your visual appearance, your customer’s experience, and your product/service deliverance. In this post, I am going to speak to the second component - your customer’s experience.
This is all about the memorable impressions and experiences your customer have with your brand. You have to make sure that you mitigate the overwhelm of your customer when they engage your brand whether it is on the website, in your physical store, and even on your social media.
How many clicks does it take before they get to their destination? Can they locate exactly what they are looking for? There is nothing more frustrating than a website that is disorganized with poor layout. There is nothing more frustrating than going into a store that portrays to sell something and you cannot immediately find that item. Do you have proper signage in your store? Do you have call to action buttons on your website.
It is important because when a potential client is on your homepage - which is the most important page of a website, no matter how far down they scroll, they will not be inconvenience trying to locate the call to action button. You also need to have multiple call to actions on your landing pages - pages that are solely dedicated to your offer with no header or footer navigation.
So, what are your immediate actions to take? Check your website and visit it like a customer. Have others do the same and give you feedback. Have your friends bring some friends to visit your physical store and give feedback. You want the truth because this can make or break the deal for your customers ever coming back to purchase from you again.
I hope this blog blessed your life.
Share your thoughts in the comments below.
- Quiana J. Speaks
Do you want to receive a brand audit of your website? I want to invite you to a :60 Brand Strategy session if you want help with this. In this Brand Strategy Sesh, we will strategically discuss your brand identity. You will leave with actionable steps and clarity with your brand. Hope to see you on the other side.
Interested? Click HERE to book your :60 Brand Strategy Sesh today.
