Have you ever encountered a brand communication message laden with obvious promotional content that turned you off?
You probably have.
The harsh reality is that some of the messages you put out on behalf of your brand might elicit the same reaction. It’s common in the marketing world for brand managers to use excessive flattery in their communication to attract prospects. However, today’s audience is more discerning, and many of these communications come off as red flags rather than appealing invitations.
As competition for market share intensifies, every brand strives to tell a coherent story that resonates with the audience. Yet, storytelling often loses its essence to excessive scripting. To navigate this challenge, here’s a guide to telling an authentic brand story that promotes trial and customer retention:
Be Truthful: Today’s customers don’t just want a believable story; they want a true story. If you’re using an influencer for your brand story, ensure the message isn’t overly scripted. Allow influencers to share their genuine experiences with your brand. Their followers will connect more with an authentic narrative than with a tailored one that seems forced. Truthfulness in your messaging aligns with your brand’s authenticity. Such honesty speaks volumes about your company and its values, which can attract customers to engage with your brand.
Create Touchpoints: Customers feel more comfortable and convinced when they can interact directly with a brand. Creating a brand touchpoint is crucial for communication and building brand loyalty. Customers also want a way to hold a brand accountable, and a touchpoint fills this need. Whether physical or virtual, ensure your touchpoint offers customer engagement, provides information, and is open to feedback. Remember, a prospect might need at least seven interactions with your brand before making a purchase. Therefore, each touchpoint is an opportunity to shape attitudes and perceptions about your brand and convince customers that your offer is the perfect fit for them.
Be Open: Just as people tend to trust those who are transparent and have nothing to hide, customers react similarly to a brand that demonstrates openness. Transparency shows confidence in your quality and capacity, making customers comfortable with a brand they can trust. Being open involves communicating about your product sourcing and manufacturing, owning up to mistakes and fixing them, and maintaining an open brand review system. Customers understand that things can go wrong occasionally. As long as they are assured that their issues with your brand will be properly addressed and resolved, you are on a good path to maintaining customer loyalty.
Be Consistent: As humans, we desire stability in our relationships and look for the same consistency in
the brands we engage with. Stability is a key factor in building trust. No customer wants unnecessary drama and confusion. When customers are confident in the quality they can expect, they will trust and remain loyal. Achieving this requires consistency in communication tone, visuals, and user experience across all touchpoints. Brand loyalty is a destination, while authenticity and transparency are landmarks on the path. With consistent and authentic narratives, coupled with engagement at all touchpoints, your brand can establish a strong bond with customers that transcends price barriers.
