Brand Engagement & Its Importance
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Transcript of Brand Engagement & Its Importance
BRAND ENGAGEMENT & ITS IMPORTANCE
IT IS THE
OR ANY OTHER FEATURE THAT IDENTIFIES ONE SELLER'S PRODUCT DISTINCT FROM THOSE OF OTHER SELLERS
ON A DEEPER NOTE, ITS DEFINITION SOMETIMES VARIES…
It can be the perception a consumer holds. It can be a complex symbol that signals what the brand represents. It can be intangible assets that drive shareholder value for owners.
THERE IS NO RIGHT OR WRONG DEFINITION OF BRAND
IT VARIES IN ITS COMPONENTS
YOU WILL KNOW ABOUT IT AS WE PROCEED
Brand
= Reputation
HOW DO WE ACHIEVE THAT
YOU HAVE TO HAVE
JUST LIKE YOUR VERY OWN NAME, YOUR BRAND’S IDENTITY SHOULD ALSO POINT
OUT DIRECTLY TO YOUR PRODUCT.
Personality
A BRAND PERSONALITY IS SOMETHING TO WHICH THE CONSUMER CAN RELATE.
• Excitement: carefree, spirited, youthful
• Sincerity: genuine, kind, family-oriented, thoughtful
• Ruggedness: rough, tough, outdoors, athletic
• Competence: successful, accomplished, influential, a leader
• Sophistication: elegant, prestigious, pretentious
Structure
YOUR BRAND SHOULD HAVE A CLEAR CONTRAST TO OTHERS AND IT SHOULD
RELATE WITHIN YOUR ORGANIZATION.
THESE THREE ELEMENTS
IdentityPersonalit
yStructur
e
COMPRISES YOUR
LET’S TAKE A LOOK AT THESE
TEST YOURSELF
SHAPES,
SYMBOLS AND TYPEFACES
BECOME INSTANTLY ASSOCIATED WITH
PARTICULAR BRANDS.
BUT WAIT, HERE’S MORE!
WE HAVE TWO OTHER IMPORTANT ELEMENTS
HOW WE ACT AND BEHAVE
IT’S THE RELATIONSHIP WE FORM
AND EXPERIENCES WE IMPART ON
OUR CONSUMERS!
Performance
IT’S THE OVERALL POSITIVE IMPACT ON EVERY PRODUCT!
THESE TWO ELEMENTS
Behavior Performance
BECOMES
WHY IS ENGAGEMENT IMPORTANT?
LETS TAKE A LOOK AT THESE BRANDS
IF BRAND IS ALL ABOUT
IdentityPersonalit
yStructur
e
THEN, THESE PRODUCTS
WOULDN’T BE SUCH A STRONG BRAND AS THERE ARE MANY COPY CATS THAT CAN TRY TO LOOK LIKE
ORIGINALS!
A BRAND IS MORE THAN THESE ELEMENTS.
A GREAT BRAND GOES BEYOND TO DELIVER SERVICE, EXPERIENCE AND QUALITY, WHICH IS MEMORABLE
TO THE CONSUMER, CREATING LOYALTY.
AND THAT’S WHERE
ENGAGEMENT
COMES IN!
BECAUSE WE HAVE SO MANY OPTIONS
ALL GREAT BRANDS HAVE
ONE THING IN COMMON
A PROMISE
ENGAGEMENT IS ALL ABOUT
INTELLECTUAL CONNECTION
UNDERSTANDING WHAT THE BRAND STANDS FOR
EMOTIONAL
DEVELOPING AN EMOTIONAL ASSOCIATION TO THE BRAND TO
CULTIVATE GENUINE LOYALTY
ALIGNING BOTH THE INTELLECTUAL AND EMOTIONAL
COMPONENT WILL ACHIEVE YOUR GOAL
THROUGH THIS ALIGNMENT OF INTELLECT AND EMOTION, BRAND CAN BE USED AS A CENTRAL ORGANIZING THOUGHT TO GUIDE THE BUSINESS
UNDERSTANDING AND RALLYING AROUND THIS CENTRAL THOUGHT CAN
ENSURE CONSISTENT DELIVERY OF THE BRAND.