Best branding and customer experience present on the same spectrum, if one of them gets offline other vanishes at the same time. Branding is a seamless covenant that you sign with your customers and indicate with brand visuals such as logo and design. You can consider it as an idea in the mind of the customers that stimulates special responses by providing emotional cues.
For instance, Evian, and Fiji both sell water as a product, but still, some people prefer to choose one over the other, why? The reason is branding and customer experience, as Evian makes you feel young and Fiji water is healthy and natural. You can also create a favorable brand image in the minds of customers when you align your brand attributes with customer experiences.
Let’s explore how you can fine-tune your branding with customer experience to create a company that flourishes more.
Choose the packaging design that resonates more with your brand reputation and image by incorporating the proper color scheme, brand visuals, and values. For instance, Fiji water uses transparent packaging to reflect its value of transparency and purity while the tropical flowers show the image of nature.
Advertisement is a powerful tool that converts your brand values into concrete images and visuals. You can take the example of Evian who created a commercial with kids standing among the adults with a bottle of water in hand. It’s a clear depiction of the claim that Evian water helps people to feel young.
A positive perception in the mind of the customers, helps them quickly identify your brand and buy the product with less cognitive effort. It also helps to build a muscle memory that simplifies complex questions for the customers. The previous positive experience and feelings about your product & packaging provide a track to come to a final decision.
When you know your customers more and identify their needs, goals, and pain points, it will help you to come up with engaging solutions. For instance, if you redesign your packaging design, you can determine the customer response by conducting a survey at retail stores. You can also use the data to build and modify the buyer persona.
Use multiple communication channels to interact with your customers which will make your accessibility easy for them. Social media platforms are the real game changers in this scenario that open horizons because average users now spend around 2.5 hours (Source: Smash Ballon) on platforms such as YouTube, TikTok, etc.
You can fine-tune your branding with a customer experience by building the customer persona on the basis of their needs, goals, and pain points. If your customers are facing a problem carrying your bakery products at home, you need to address the issue by using gable packaging boxes for your products.
