Improving Brand Communication

To set up brand communication, a business has to do a thorough market research, properly establish a target audience, and understand what style of communication will work best with it. Maintaining and perfecting brand communication is a whole other task that needs to be taken care of. 

What are the best ways to improve customer communication, and what effect can each step have on your customers’ journey and satisfaction? 

Integrate Users’ Voice Into Brand Communication

User-generated content — reviews, pictures, and videos made by customers showcasing their experience. 

User-generated content has a lot of power. 34% of customers have admitted to regularly reading business reviews. 93% of customers admit these reviews influence their purchase decisions. 

Brightlocal estimates 88% of consumers trust online reviews written by other users as much as they do recommendations from their friends and family. They can and will influence the buying decisions of your customer base. Take notice of user-generated content and, when possible, implement the changes based on it into your communication strategy. It will help your customers feel heard and comfortable interacting with your brand. 

Be Authentic and Genuine

In 2019 86% of customers admitted brand authenticity is the most important factor in their decision which brands to support. 

How to make sure a brand remains authentic? 

• Showcase and prove your expertise — about two thirds of customers report not trusting brands. Reinforce your expertise with real stories, testimonials, case studies, or even client or customer interviews. They will not only additionally promote your brand, but make sure your every statement has substance behind it. 
• Remain consistent — a consistent quality of a product, services, customer communication, and brand representation will elevate the level of brand recognition (e.g. brand color can increase recognition by 80%). Moreover, it can bring some additional value for your customers. 
• Don’t forget to be creative — innovation is an important part of success. Finding the right balance between innovation and consistency can become a true mark of brand as well as a staple of customer communication. 

Always Look for Better Communication Strategies

Stay flexible, don’t stop on the way to perfection, and always keep evolving together with the customers’ preferences in communication. Your brand should keep up with the trends and be responsive to recent changes. This can always engage more users, resonate with a bigger part of the audience, and create a better connection with customers. 

Companies that maintain brand guidelines see a 10-20% increase of overall growth, so make sure not to build something new, but to develop an existing communication style, especially if a lot of time and effort was spent on establishing it. 

Better brand communication will help businesses not only retain their customer base, but actually grow profits. 57% of customers who feel connected to a brand will spend more with it. Is there a better way to connect with customers other than by establishing a consistent level of high-quality brand communication? In my practice, I haven’t noticed. 

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