While brand’s can often be seen as an all-encompassing force, they’re made up of little details that are essential to its working. Whether it’s the behaviour of the staff or the marketing surrounding it, every action performed under the banner of the brand is one that will shape its future.
Consequently, here’s how the little details can make or break a brand.
Every brand interacts with interested parties and customers daily. These exchanges of character go on to affect not only how others perceive the brand, but how they determine whether they want to do business with them in the future. Any bad interactions can be spread through word of mouth, and if any incident is bad enough, can also be publicised in the major broadsheets and eventually lead the brand into chaos.
Rude or incompetent staff members are one of the most sure-fire ways to kill a brand. Whether a mistake leads to mild dissatisfaction or seriously jeopardises the wellbeing of a customer or visitor, either way, it discourages people from returning. Even something as simple as smiling can ensure the brand is received well. Brands must appear to be kind and morally responsible, and the staff should always represent those values in detail the moment they slip into their professional roles.
Advertising is everything to a reliable brand. After all, the most successful brands always feel familiar yet innovative, not just engrained in culture but actively testing the boundaries of it. Quite simply, they change the world, and advertising is the main way of communicating all these ambitious ideas to everyone concerned.
That said, when things go wrong here, they come with disastrous consequences. Any marketing involving the brand must always be commercially and culturally aware if it’s to be received well. After all, in 2018 people are starting to more closely analyse the material they’re engaging with, asking questions like; what does this product say about society? What does the product say about me, and what is it saying about people who use the product? The discussion no longer revolves around ‘just a product or brand’, but on the broader implications for society.
Therefore, consistent branding is crucial. It informs people that the brand has core beliefs that are unchanging, and that no ulterior motives or facades are getting between the brand and the consumer.
Reliable delivery is vital to any brand seeking to attract and retain customers; which should be all of them! The moment promises start getting broken and ‘estimated delivery times’ better resemble ‘wishful thinking delivery times’, the brand is in trouble. Few customers will accept being misled or lied to twice, so delivery needs to be gotten right first time, every time.
For example, services such as Whistl can make reliable delivery a certainty for both the brand and its audience. Whether it’s different payment models or package tracking, these details net in a wider scope of trusting customers who can be taken care of by experts on behalf of another brand. After all, the word of a brand is its bond, and when it can be seen to meet every objective it publicly sets out, including delivery estimates, success will surely come its way.