Employing Consistent Branding With Personalization

Any budding business is advised to learn from the business tactics of those that are already successful. When they are analyzed, it is clear to see that some of the largest companies in the world have made it a priority to provide the best experience for their customers. They understand the nature of the business world’s competitive landscape. If they fail to make sure that their customers are happy and engaged throughout their entire shopping experience, there is a high likelihood that they will leave and give their business to their competitors. Many businesses have failed by losing sight of the needs of their customers. 

One of the strategies that these successful companies employ is consistent branding. This term refers to keeping the same voice across all of their business channels, in almost every post on social media, email they send out, and blurb on their website. They maintain a level of cohesion that helps differentiate the company from all of the other competitors. If this strategy is not implemented, a company runs the risk of creating marketplace confusion, creating a slower sales cycle, and losing sales leads, which can drop revenues by 23%. Unfortunately, 90% of companies are still releasing content with inconsistent branding. 

Another strategy that is often used is hyper-personalization. This method refers to using AI to review a customer’s real time data, such as their browsing and purchasing history, to produce suggestions for the customer’s preferences. A company can then use these suggestions to curate the advertisements and product recommendations that are most likely to entice the customer into making a purchase. This method is super successful, with 88% of companies reporting better business results. Chief among these are the huge boost in revenue that is driven by the higher number of sales. This is no surprise, given that 80% of customers report being more likely to purchase from companies that are offering a personalized experience. 

While there are thousands of companies that are using these two strategies, there are some that have become masters at blending them to achieve the highest levels of success. For example, easyJet has released a very powerful personalized email campaign that uses a customer’s history with the brand to write emails that would appeal directly to their traveling interests. After 12 million emails were sent out, easyJet reported that 7.5% of email recipients ended up booking a flight within 30 days. 78% of customers had positive feedback about the ad campaign as well, even using the word “love” about the company. Many other companies have managed to use brand consistency and hyper-personalization to their advantage as well.

Source: BrandGuard