In the coming year, the approach towards branding will be changed fundamentally.This is due to the highly cut-throatcompetition companies are facing, and the novel advancements in technology. Both these factors, along with several others, are changing the entire face of branding.
For example, custom water bottles could be branded by simply placing ads in newspapers but these days branding is notsimply about visualmessages. It has become a complete package that includes social responsibility, customer engagement, and communication at the community level.
In 2020, establishing a brand will require companies to comprehend and incorporate the latest methods andtrends. Creative and strategic branding will also further help the businesses to stand out among its competitors in the market. In the article below, we will discuss a few branding methods that businesses should try in the coming year.
- Define the Persona of Your Brand
People relate to other people and experiences. They don’t relate to the product only.This means that in order to compel people to relate to your brand, you will need to introduce it in a personalized manner. The fact can be further elaborated by stating that businesses should strive to form relationships with their customers rather than think about them as targets for closing sales.
Customers don’t just want to buy from you. They are looking for a very private and personal experience.One of the most important methods of branding is storytelling. For instance, Coca Cola. Each one of its ads tells a new story, such as via joy or happiness and how people relate to this famous drink.
It is imperative to decide what kind of persona you would like for your brand. Is there something unique about your business or your product? Your customers – both existing and prospective ones – need to know the person who is behind that brand. There are many people today who think that artificial intelligence and automation are the answer to every question. Both thesephenomena are great by themselves, however, their true benefits can be achieved only if we blend them with the human factor.
You can also use ‘behind the scene’ tours in order to let your customers know that there are real people behind the product that is being sold to them. This would help the customers to trust your product and the brand leading to building a better relationship with them.
- Utilize the Best Technology
There are many technological advancements that have changed the entire face of branding. In the year 2020, it will become important for businesses to use these technologies in order to compete on the market.
Direct engagement via chats on websites, for example, have changed the way businesses use to interact withtheir customers. But even such tactic has become rather old. The latest trend dominant in the branding area is artificial intelligence. AI allows the company to become interactive with its customers in a comprehensive manner. Another great aspect of the AI is that it can carry out meaningful conversations with the clients in order to guide them towards a meaning and beneficial purchase decision.
AI is very important because businesses want to remain connected with their customer base. However, in order to accomplish this task, businesses will be required to hire a lot of people who can serve their clients 24/7. This will be a very big expense that can affect the bottom line of the business. It is also a fact that most customers prefer chatting rather than making a direct call to the company.
A chatbot equipped with AI is the answer to this dilemma. It will allow your customers to engage you at the time of their own choosing. This could be a great new method for branding that businesses should try in 2020 for branding and customer engagement.
- Use Online Communities
Online branded communities are a growing trend these days and become more famous in 2020. Throughthese platforms, people can discuss their favorite brands, and exchange ideas, tips, and advice.
The platforms also offer businesses to engage their customers, understand their needs, and make customers aware of their own products. However, the best aspect of these communities is businesses do not seem to be selling something here. Rather, they seem to be trying to solve customer problems.
Take for example the Beauty Insider Community. Here consumers discuss the latest trends in beauty products. They also talk about the latest beauty products that are available in the market, and which ones of them provide the best value for money. There are also some beauty experts present in such communities who would also share their experiences. Communities offer a great opportunity to businesses in identifying customer’s preferences and helping them understand how their own products would fit in their choice matrix.
- Branding Through Mobile and Hand-Held Devices
Mobile interaction is a trend that will become more important in 2020.Mobile phones and hand-held devices have already made their way into the branding arena. Infact, businesses are already using these devices in order to have a competitive edge in the market.
In all probability, your customers are using a mobile device to browse the internet. The promotional emails that you are sending them are also being read on a cell phone or a hand-held device. If your content is not optimized for such devices, it will create a very bad impression on the customer.If your website and other content are customized for mobiles, it can be very advantageous for your business in the coming days.
- Offer CustomerExperience
Customer support does not mean simply making a call to them after they have made a purchase. Rather, it is an ongoing process that calls for a 24/7 engagement with them.
Customers should be able to communicate with you at any time of the day. He/she should be able to track orders. They should have a platform where they should be able to share instructions and obtain product-related information.
Great customer service builds customer loyalty towards your brand. Infact, this element can make your stand out among your competitors. Researchers say that in the year 2020, customer service will be a more preferable aspect of purchase than the price of the product that an individual will be buying.
Some businesses have already understood the importance of providing a customer experience. These businesses would holdbrandfestivals where their customers could gather and share individual experiences with other customers. Such festivals help in increasing sales, and enhancing loyalty to a particular brand.
The Final Word
There were times not very long ago when branding meant having advertisements in print media and on billboards only. In 2020, branding will have crossed these limiting thresholds. The customer of today has become extremely savvy, and even more demanding. He needs much more than that.
In order to carry out successful branding in 2020, businesses would need to change their approach. They must be able to communicate with their niche market on many levels. The methods discussed above provide you with a blueprint for charting your own course towards branding. 2020 will be a challenging year for brand managers. However, if they are able to understand the changing trends in their field, they will be successful in the coming year too.