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Why brand awareness is important
What is your brand? Well that’s everything from your logo, name, offerings, online content and more. It is the bundle of business characteristics that consumers learn to trust, that places businesses ahead of their competitors.
Investopedia defines it as the “extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.” Famous brands are legendary, just think of Coca Cola, Johnson & Johnson, Visa, Nike and
Consideration, time for pain alleviation therapy…
Okay, so now the customer has moved past the awareness phase in the customer’s journey and has identified and evaluated their choices to establish where it is, they’ll be most satisfied doing business.
They engage in non-linear research, across a cycle of discoveries, customer reviews, comparisons, considerations, and even abrupt changes of direction; all to inform themselves about what’s out there with competing brands, through multiple channels. Simply put, they have narrowed down their choices, but they are
Turning Browsers into Buyers
So, what makes a potential customer become a paying customer? There are a number of aspects that push a potential customer into committing to the purchase, to pressing that ENTER key online or swiping their card in-store.
This is such a tentative phase of the Customer Journey, that one daren’t breathe, in case you startle and scare off the shy buyer-to-be. But there are a few pointers that could change all of that and here
Retention
I want you to want me…
As a business, the question is: What’s better than securing one new customer? Well, contrary to popular belief, the answer isn’t getting two new customers, it’s actually more like retaining an existing one. Keeping customers is not a walk in the park.
Think of it, you first had to spend money on campaigns to create awareness, then you had to woo them over and persuade them to believe in you; then you had to guide them
Advocacy
Commercial serotonin – Brand advocacy
All brands would ultimately love to have an army of fans, advocating their products and services, loyal to the death, so to speak. Why? Well, brand advocates are two to three times more effective at swaying newbies to buy a product.
You see, it’s their passion and persuasiveness that influences purchasers, possibly because they spend twice as much on their favourite brands than non-advocates. ‘They walk the talk’, they are living, breathing, advertisements for your products and
