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Mar 15, 2020

The Impact of Branding: You’d Better Recognize

by Gordon Polovin

Any conversation about customer experience (CX) must include a discussion of brand power and where it can lead. How important is branding? Brand power energizes CX by creating positive recognition for a product or service, a pillar that, in turn, supports the marketing company’s revenue and ROI. The common thread running through the world’s iconic brands is recognition – positive, undisrupted, target audience recognition.  How do you get positive recognition? While developing and providing a high-quality product or service is fundamental, smart marketers know that positive recognition doesn’t always spring up organically. Instead, two key goals are clear:  Create trust in the value of the product/service. Connect a distinctive name to the developed value and trust. Recognition branding is the business activity focused on building a positive name and impression, taking into account every touchpoint in the customer journey. Easy to say, not so easy to do. Although these points seem clear, marketers far and wide miss on both counts because they make fundamental errors from the get-go.   Mind the traps Keep an eye out for these branding journey traps that marketers fall into the most.   Sending out mixed messages, thus triggering confusion. A confused prospect generally steers toward a more straightforward solution – even if it represents, in reality, inferior value. Promising something you can’t deliver. In this unfortunate situation, customer disappointment quickly undermines trust. Failure to define and deliver a meaningful difference that distances your product from the competitors’. Unless there’s added value, you have nothing […]

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