Some argue that a brand-customer relationship starts as soon as the potential customer hears about, or is exposed to, the brand. This means that most of these relationships are one-sided (at least initially). This means that everything about the brand – especially the communication and content it puts into the public eye – is influencing the customer’s opinion of the brand and thus their relationship with it. This article has a brief look at what relationship management entails, and four ways that a brand can build positive, mutually beneficial relationships with clients – existing and potential:
Brand Relationship Management
There are so many different aspects which come into play when a relationship is forming between a customer and a brand. This includes things like:
- How well the customer can identify with the brand,
- How they perceive the brand,
- What they have heard from peers about the brand, etc.
Brand relationship management, then, is the way in which brands identify, nurture and improve their relations with their customers and other stakeholders. If a brand-customer relationship is good, brand loyalty will flourish. If the relationship turns sour – for whatever reason – this could cost the brand that customer (as well as any potential customers that they might end up dissuading).
3 Ways To Build Positive Brand Relationships
Focus On The Long Term
We live in the age of instant gratification and many brands fall into the quick-fix trap just to make a sale. Yes, your customer has a problem. Yes, they want it fixed ASAP. What they want more than that, though, is a long-term relationship with a brand that wants the same thing. In other words, don’t just focus on the sale you’re making today. Focus on growing the relationship that will inevitably lead to more sales over a period of time.
Don’t Forget The Data
Are you using any of the data you’re coming across during your digital marketing activities? Digital marketing choices in this modern digital age can be summed up in one phrase that all marketers should be aware of: data-driven decisions. Use data created on your social media pages and other online brand assets to inform your future digital marketing. For example, social media engagement rates will give insight into what types of content you should be posting more of.
Avoid Being A Robot
The most important factor to garnering positive brand-customer relationships is ensuring that your brand comes across as human. Think how your brand would look and sound like if they were a real person. The tone you take when writing copy, and the imagery you use when designing, are two things that greatly impact your brand’s personality. Make sure your brand is approachable, positive, and fundamentally humanistic – and that this carries through when participating in public relations activities.
A brand is so much more than only a logo. It’s about the way a brand presents itself in general, and the relationships it develops with those who keep it in business.
Discover the fundamentals of managing a successful and widely-loved brand with an accredited Brand Management Course from DSM!
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