Brand Engagement Formula
The brand engagement formula is not only about social media. And, it is more than brand awareness. Brand engagement is the process of forming an emotional or rational attachment between your consumer and your brand.
Why is brand engagement critical? Brand engagement and sales go hand-in-hand, where one can’t exist without the other. As a result, more companies invest in strategies that drive brand engagement to supercharge their marketing campaigns and win more sales.
Creating a brand engagement is a 3-step formula.
3-Step Brand Engagement Formula
- Create great customer experiences
- Add customer value
- Boost engagement with partnerships
Brand Engagement Formula: Create Customer Value
For B2C companies, creating great customer experiences include giveaways, test-drives, product demos, in-store experiences — customers are looking for new and exciting ways to engage with a brand.
However, it can be difficult to design these same experiences for B2B, but not impossible. Consider upgrading your customer support department with 24-hour support service, toll-free number and online training resources. You may want to include an onboarding plan and an after-service follow-up call to determine if the project was successful.
If you’re unsure where to start, look at your competitors to see what they are offering and where you can differentiate from the competition.
This approach helps to define your company’s position in your industry and at the same time, create messages and relevant customer experiences programs. Brand engagement includes the ability to define the qualities and attributes of your brands, how your brand delivers on its promise, clear brand messaging and targeted communications to the right target market.
Add Customer Value
Understanding the values and vision of our clients is fundamental in creating a genuinely engaging brand experience for their products or services. However, this also means that you may need to develop a single brand attribute to draw in their target audience.
As today’s brand builders, we want to create a genuinely authentic customer experience with your brand.
An authentic brand consists of being anchored in honesty in their message and can meet their brand promise.
The conventional approach to brand building is changing and evolving. With social media, online shopping, and social community groups, traditional B2B companies are starting to understand that one can not manufacture (no pun intended!) a set of static brand messages that can expand organically with today’s new online buying journey. Instead, B2B companies need to not only deliver the products and services that are of value to today’s consumer, but they also have to give brand messages that are honest and transparent.
Brand Engagement Formula Starts With the Client
- Define the benefit(s) or feature(s) of your product or service that are important to your customer base;
- Select the benefit or feature that will give you the competitive advantage
- List the intended brand emotion your customer will get from your product or service
The Internet has changed the brand development environment. How they will interact with your brand and where they’ll find your brand is now online and with diverse mediums. Many, if not all of us will start our buying journey online. As a result, your customers want to know your brand on a personal level.
So, how can you create and maintain brand relevance in today’s fast-changing world?
- Look to create new categories or develop value-add to your current product offering.
- Change the brand message; sometimes the product is still great, but the brand message is out-dated
- Change up how you promote your product or service; you may need to offer something free, try Facebook advertising or host a webinar to showcase that your brand is relevant.
Brand Engagement Formula: Boost Engagement with Partnerships
Partnerships also drive engagement. As a B2B company this could be as simple as attending a trade show and hosting a presentation while you’re at the show. The convergence of two well-established brand heavyweights can generate more sales leads and move prospects through the sales cycle faster.
If your brand could speak, what would its brand message say to your targeted audience? Is the message relevant and competitively different from the competition? How do you know? Start with a market analysis, such as:
- Competitive analysis.
- Industry trend review.
- Target audience purchasing behaviour, attitudes and biases of product or service
- Supplier Influence
- And other factors that will have an impact on your brand.
So, does your brand matter? Yes! And, it matters to your employees, your customers, and your bottom line. Surveying your customer base, the market, and your employees, can identify the level of brand engagement that exists today and can identify key action items to increase brand engagement across these key populations.