How your branding style affects consumer behavior

Social media, and specifically brand-based online communities, have revolutionized consumer-brand interactions. For the first time ever, the brand itself can converse with consumers. Hence a key question emerges: how should brands communicate with their fans in these communities?

Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products

An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be, and who people perceive you to be.

Have you ever taken a long, hard look at the cover of a book before you buy it? If we could guess, we’d say you probably have. By human nature, people feel most comfortable making informed, educated decisions. This is not a bad thing by any means— and it carries some weight in the realm of branding. The foundation of your brand is your logo. Your website, packaging, and promotional materials, all of which should integrate your logo to communicate your brand.

Your brand strategy is how, what, where, when, and to whom you plan on communicating and delivering your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too. Now how does this affect consumer’s behavior?

Every brand’s dream is that consumers become loyal to their brand but how can this be achieved?

1. Being consistent in marketing, advertising and the ideas behind the brand helps to create emotional ties which therefore bring trust and loyalty to the consumer. Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. Prior to that you need to define your brand.

Defining your brand is like a journey of self-discovery, but for a business. It can be difficult, time-consuming, and uncomfortable. But at the very least, these questions must be answered:

• What is your company’s mission?
• What are the benefits and features of your products or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?

1. Research, Research , Research : Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think. Most Businesses learn the hard way that consumers know exactly what they want and nit the other way round. Loads of research proves this with many examples of real brands that the same mistake. This mistake can easily be avoided if you do the needful. Research.

Self-concept and consumer preference: Previous studies have emphasized the significance of self-concept and consumer preference, as purchases made by consumers were directly influenced by the image individuals had of themselves (Onkivist & Shaw, 1987). Sirgy (1982) defined self-image congruity (also often referred to as product-image congruity) as the process of consumers purchasing products/brands that they perceived as possessing symbolic images similar to the image they hold of themselves. This means that products and brands have symbolic meanings and display certain images. Consumers’ choices to purchase, display, and use the products or brands helped them communicate the symbolic meaning to themselves as well as to others. Thus, the greater the congruity between human characteristics that exhibit consumers’ senses of self and the characteristics that depicted a brand, the greater the consumers’ preferences were for the brand. This can also be referred to as brand representation.

Last but not least, branding works as a crucial part of business strategy which translates into consumer preference. When you see a product you like without the wrapper or logo on it, would you recognize the product as being from a certain brand you trust? Probably not. Branding shapes the human perception of attraction and familiarity. Brands become assets by fostering loyal consumers and ongoing sales. This leads to more cash flow within your company, and a brand image that your customers can truly depend on— no matter when or where. Like this follow Bloop global on Instagram, Twitter & Linkedin