THE NEXT FRONTIER OF BRANDING

Branding is an integral part of any company’s marketing strategy as it defines, identifies and differentiates a product. With the globalization of the world markets, competition has been fierce hence the need to create product loyalty by building and improving the product image and product experience.

With the globalization and digitization of the world markets, companies need to adjust and take up internet marketing as the use of blogs, online directories, reviews and search engine optimization will be the next battle grounds for customers.

Blogs remain one of the most effective branding tools online. A post by a blogger who has attained expert status among his readers is more influential than anything you do on your own site. That expert blogger has no problem ripping your company when his own experience is less than satisfactory. Every time someone reads a blog post about a tech support nightmare, he has a bad brand experience brand experience. On the other hand, a positive review of your company and its products translates into product loyalty while attracting new clients. A blog also humanizes the corporate image making it more approachable that translates into more sales. Through the use of an expert; your company can create a niche and become a thought leader as readers will rely on you for market information.

The company can ensure positive brand experience when customers contact your company through tech support or customer service by: investing in adequate staff and train the department; Use of Social networks to find people who are having trouble and offer to help by contacting the bloggers directly; Every employee should be trained as a potential customer service or tech support rep. Rather than blocking access to social networks, blogs, and other social media sites, employees should be actively engaged in these spaces, representing the organization by being available to answer questions and solve problems. By treating customer service and tech support reps as communicators, a company can strengthen the brand experience by creating positive buzz in blogs and other social channels.

By Moses Mbugua, a member of the Brandscape team