A NEW WAVE OF BRANDING
by LAURIE STONE
Editor-at-large
IN any business, we always need to be aware of staying on top of new and innovative ways to achieve and exceed customer experience goals and keep ahead of the game in the high quality and competitive landscape we operate in.
Creating an authentic personality to your company brand may not be something you have spent lots of time thinking about, however in today’s high trust-seeking business and consumer world, it could quite simply be your biggest differentiator. Why is that? Well consumers and clients feel more compelled to buy from you, work with you and remain loyal if they feel you really care about them and have an authenticity to your brand that is not mechanical and faceless. We are finding this is even more so the case with the millennial market.
So how do we go about ensuring we have a personality to our company brand to give that much-desired human element to our business that is so attractive? Of course it is all about people interaction and how your customers are made to feel when they experience your company via your people. A couple of sure ways to support a positive interaction are to focus on:
1. Creating a supportive and positive culture for your employees to engage in the company brand more fully
2. Providing your employees tools to develop their own strong personal brand so that every time they interact with your customer and clients they add a level of authenticity and personality to the experience that gets remembered and talked about.