How Customers Experience Shapes Your Brand: In this classroom blog, Miss Digital Media collaborates with Katie Spreadbury, from Orange Sheep Research.
Katie provides a different perspective on how we can give our Brand a Boost by considering the customer’s experience of our brand and identifying how we can improve our brand by asking our customers questions.
You do not own the way your brand is perceived
Sure you can work out your brand values, sort your logo, colour palette and design, choose your brand voice, and so on. But the fact remains, your audience – your customers/clients and the people you are targeting to be customers/clients in future – are the only ones who truly know your brand.
Because their truth – the way they perceive your brand – is the only one that matters.
Every interaction you have with your customers shapes their view of your brand. From the post you put on social media, to your website, to the experiences they have of dealing with you directly (purchasing or working with you) to the way they see you interacting with others online – it all shapes their perception of you and therefore your brand image.
Is the image you are putting out there the same as the one you think you are putting out?
For example, one of your brand values might be “helpful”. But if they are seeing a lot of comments and questions on your social media page going unanswered, this will not be something they particularly associate with you.
The only way to really know what they think of you is to ask them.
Asking questions such as what words they would associate with your brand, how your brand makes them feel, whether they agree your brand is aimed at them. What do they really think of you? Do they associate the values you are trying to portray with you?
Only by having these conversations can we know what people are really thinking about us. For more advice on how to have these conversations with your audience check out Katie’s blog on the issue ‘What do your ideal customers value more than anything?
Katie Spreadbury founded OrangeSheep Research to help small businesses increase sales by building a band of loyal customers who buy more, more often, and who will shout about them to anyone who will listen. Katie believes that when a business knows what their customers really think they have the foundations to build a business their customers love, and she helps them get there through high-quality customer research. To learn more about how to find out what your customers really think to join Katie in her free Facebook group, the aptly named “What your customers REALLY think”.
Miss Digital Media would like to thank Katie for sharing her useful tips and advice which will help to Boost Your Brand.
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