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6 RELEVANCE
This component estimates how well a brand fits with customer needs, desires and decision criteria across all appropriate demographics and geographies.
The world is moving fast and brands must keep up in order to stay relevant. Whereas brands once focused on web experiences and online shopping to stay up-to-date, now they are adopting mobile practices to meet customers’ needs and desires.
With the banking sector adopting the use of mobile services at an increasing rate, emphasis on trying to be relevant, as per the trend of your target market cannot be over-emphasized.
Tag behind, and simply be the hind. Always marry your products and services to your customer needs.
7 UNDERSTANDING
Not only must customers recognize the brand, but there must also be an in-depth understanding of its distinctive qualities and characteristics, as well as those of the brand owner.
Apple is a brand that customers immediately understand. They know what they get out of adopting and associating with it. Its products are seen as innovative and creative. One simply has to put a face to one’s brand, thus ensure that customers have a human touch/feel to it. This guarantees an emotional attachment to one’s products, building up on customer loyalty.
8 CONSISTENCY
This measures the degree to which a brand is experienced without fail across all touch-points and formats.
When we think of consistency, Nike always comes to mind. With its iconic swoosh – a design element from the past – it creates one universal experience across every touch-point, from advertisements to websites. In recent years, however, consistency has become a bit more complicated.
Even when you choose to be inconsistent, you must be consistent about your inconsistency. As you choose to expand, you need to make sure that the product is customized as per the customer’s needs. In line with this, therefore, when you opt to tweak your services a little, to address a specific need, the ‘tweaking’ needs to be consistent wherever the specific target market is.
9 PRESENCE
This measures the degree to which a brand feels omnipresent and how positively consumers, customers and opinion formers discuss it in both traditional and social media.
The rise of social media means that brands have new opportunities to elevate their presence. Today’s customers provide feedback online and brands are now expected to respond authentically and quickly to that feedback, or else put the brand at risk.
Brand depth is key, as it promotes loyalty among customers. Upon attaining depth, width almost tends to come naturally, as your loyal customers will be your mode of advertising, and will heap praise about your product. Your business should also embrace the use of social networks as they cross borders faster than any plane or ship ever will. Capitalize on them, and seek to get feedback on your product.
10 DIFFERENTIATION
This is the degree to which customers perceive the brand to have a positioning that is distinct from the competition.
Emphasis on standing out from the crowd, as a brand, cannot be undermined. Your brand and its presence, needs to be so unique, that customers perceive and believe, it is in a league of its own. Look at Microsoft at a global level, Safaricom in the local setting and Bata in the shoe industry.
With the ammunition of knowledge instilled in you, as per the principles of a brand, feel free to eliminate all which does not propel your organization forward. At Mass Inspire, we promise to make your promise to your clients, a promise that breathes a resounding belief of excellence.
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