A shallow understanding of what branding is will cause you to focus on its more superficial aspects: your marketing catchphrase, logo, or how your website looks. But your brand identity goes way beyond all these things.
When we talk about company branding, we’re talking about what people immediately think about when they hear your brand’s name. And there are plenty of things that can influence their notions. More than your logo and slogan, your branding is the sum of customers’ experiences with you and their expectations from you.
This is precisely why you can’t separate your branding from customer service. A complex connection exists between the two. It’s crucial for customer support reps to embody your organization’s values and principles whenever they interact with your clients. That’s the first step in communicating brand messages that are consistent with your company’s core identity. A disconnect between the values of your company and the values that your call center agents convey to customers leads to miscommunication. It prevents customers from getting to know who you really are as a brand, and it prevents your brand from establishing a strong presence in the marketplace.
Besides, customers don’t believe in marketing messages anymore.
We have to admit that customers nowadays are becoming more shrewd. They’re more skeptical about which brands to trust, and this is largely because of their wider access to information. They get to research about you online, talk to your previous customers, and look up product reviews on their own. This lets them see for themselves whether your brand is competent and credible.
Consequently, brands’ dazzling marketing tactics have largely been reduced to a form of noise preventing consumers from making smart purchasing decisions. You’d be hard-pressed to find a modern consumer who’s easily swayed by advertising gimmicks. If anything, consumers are more doubtful of brands that over-promise. What they look at instead are the company’s actual performance and efforts to build meaningful customer relationships, and this is where customer support comes in.
Each customer interaction is a branding message.
The way you greet your customer on the phone, the channels you use to reach them, and how you solve product issues all present an opportunity to brand your company. As part of the customer experience, these interactions—whether they’re done well or poorly executed—influence people’s opinions about your brand.
You should thus ensure that your customer service policies, touchpoints, and strategies accurately reflect your brand identity. Your call center agents should also be rigorously trained so they can deliver high-quality services. Such consistency will allow you to gain customers’ trust and approval.
Build memorable experiences that reflect your core values.
Every time you interact with your customers, ask yourself this question: Am I able to convey to them the values that my brand upholds?
The key to building a memorable brand is to create a series of memorable customer interactions. But as part of your company branding strategy, what exactly do you want your customers to remember about your brand? Do you want them to remember your advertising tactics and catchy slogans, or do you want them to remember you as a brand that goes out of its way to delight its customers?