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.
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.
Daria Leshchenko is Partner at SupportYourApp — Support as a Service company with a focus on the tech industry. Taking charge of SupportYourApp at the age of 21, Daria turned it into a multinational business and one of the TOP-3 customer support providers. Today SupportYourApp has 3 offices in Kyiv with 900 people on a team and 150 clients from around the world. Daria graduated from MIM business school, the Aspen Institute Kyiv and is a Harvard Kennedy School alumna. She is also in Top 30 under 30 list by KyivPost and #1 on the list of Top 50 Entrepreneurs in Ukraine by MC.Today. In 2021 Daria was recognized as the Woman of the Year in Customer Service by the Stevie Awards. Daria is a startup mentor, a public speaker, art and sports enthusiast.Posted on