Brands are everywhere: in the football stadium and museum, at the university or your local doctor’s practice. They can be found at airports and stations and in apps, computer games, books and films. Brands follow consumers at every turn. Where possible they want to be top of mind in our perception, create trust and form a long-term bond. They provide orientation and, especially for younger generations, are a medium for expressing one’s own personality.
More and more companies want to give their customers a comprehensive brand experience throughout the entire decision-making and purchasing process. On this customer journey “mere” buyers are to become loyal clients who recommend a brand to their friends and acquaintances. Nowadays consumers also demand a lot of the brands they are loyal to and which they should buy. They expect that they themselves and their needs are perfectly understood by the chosen brand.
In the digital age you have the chance to give your customers just that – through a seemingly unlimited number of options which are increasing on a daily basis. Here’s just a selection of the current terms and abbreviations: real-time bidding, retargeting, SEO, GPS tracking, big data analytics. What distinguishes good brands from great brands, though? One factor is to provide an excellent digital brand experience; this is now more important than ever.
What we understand by this is the brand experience a customer has through various digital contact points, such as the company’s website, a newsletter, a mobile app or social media platforms. Perfect interaction between the individual channels is imperative here, this being ensured by strategic management of the different touchpoints. This is the only way to positively influence the perception, attitude and behaviour of your customers towards the brand.
