We build brand awareness by utilizing dynamic communication channels such as influencer marketing.
A strong brand builds trust among customers – popular brands, associated with high quality, excellent customer experience, or reliability, are chosen more willingly and frequently.
Well-recognized brands in the market find it easier to introduce new products – customers trust the brand, which also translates into trust in new offerings.
A strong brand can afford higher prices for products and services – customers are willing to pay more for a product from a well-known, trusted brand.
Films with strong brands also have a stronger and more established negotiating position when entering into agreements with suppliers and partners.
Strong brands have loyal customers – positive trust, experiences, and associations influence the repeat selection of their products or services.
A unique and recognizable brand can serve as a barrier to competition trying to enter the same market – creating an equally strong brand requires time, effort, and resources.
Temporary sales spikes (sales activation activities) are more favorable only in the short term perspective. In the longer term, it’s the brand building activities that translate into better results and real sales growth.
Image is the brand’s greatest asset – even the best product or service won’t defend itself if the brand doesn’t have a positive image. Giving a brand a specific character and values allows consumers to identify with it, establish a relationship, and build trust, ultimately becoming loyal customers.
Research in cognitive psychology shows that we largely make purchases emotionally (only rationalizing our choices). Therefore, a brand should evoke specific impressions and feelings in the recipient to encourage them to establish a relationship, and consequently, make a purchase.
Today’s consumers expect authenticity from brands, which is expressed, among other things, in how the brand impacts society and the fact that the people behind the company speak out on important issues. Conducting only sales activities is not enough because it does not meet these needs.
Brand building is a long-term and planned process aimed at developing a brand in a way that gains the trust and favor of customers. It encompasses many elements that create a cohesive and recognizable brand, eagerly chosen by consumers.
In a few words, brand building is:
It’s the way a brand wants to be perceived in the market. It encompasses all visual elements of the brand (such as logo, color scheme, design, key visuals) that facilitate its identification and memorability, as well as the brand’s personality, including its values, character, and appropriate associations. These actions are preceded by research to gain knowledge about the market, industry, and target audience.
It’s the brand’s image seen from the perspective of its customers. When working on brand image, we verify the desired perception of the brand with the actual perception in the market. We examine how the name and visual identity are perceived, what associations the brand evokes, and what opinions consumers have about it. This knowledge allows for corrective actions (in case of discrepancies) or strengthening the image.
Brand loyalty is an area related to building attachment to the brand. In order to scale the business effectively, besides acquiring new customers, it’s also crucial to focus on retaining existing ones – by researching and addressing their needs, providing appropriate experiences, and offering loyalty programs.
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Marketing strategist and art historian. At Yetiz, she is responsible for formulating strategies, evaluations, and preparing creative concepts. Privately, she is a lover of art and documentaries.
W dobie wszechobecnego kryzysu, zachowania konsumentów w świecie online stały się bardziej rozważne i złożone. Fakt ten nie umyka uwadze właścicieli e-commerce’ów. Być może Ty także zauważyłeś, że ścieżki zakupowe użytkowników Twojego sklepu znacznie się wydłużyły. Zastanawiasz się, jak uzyskać przewagę i utrzymywać lojalność klientów w obecnych warunkach?
Przepis na sukces we wciąż zmieniającym się świecie? Ciągła adaptacja do nowych okoliczności. Marketingowcom i specjalistom do spraw contentu od kilku miesięcy warunki dyktuje przede wszystkim obecność narzędzi AI. W czasach, kiedy sztucznej inteligencji możemy powierzyć bardziej rutynowe zadania, warto skupić się na umiejętnościach kluczowych dla przyszłości – m.in. myślenia strategicznego czy kreatywności. Bo wciąż istnieje wiele obszarów, w których AI nas nie zastąpi! To właśnie rozwój – lub jego brak – w zakresie kompetencji miękkich może stanowić o sukcesie twojego zespołu contentowego.
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