Is brand enough to attract customers? | Brand strategy

is brand enough to attract customers- thinkwow

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Having a recognisable brand that stands out amongst your competition is a powerful way to attract customers. In the digital age, growing a brand is an accessible approach to marketing both large and smaller businesses, and the increasing popularity of personal brand building shows that it’s no longer just about the business – it’s equally about the people behind the business.

But – is having a well known brand enough on it’s own to attract customers?

Creating a recognisable, trusted brand shows prospective customers exactly what your business is and what they can expect from you, and is one of the most compelling marketing tools available. However, a word of caution – fail to deliver on your brand promise and you’ll soon see customer loyalty dwindle and revenue fall. Building a brand alone is not enough…

The substance has to match the style!

We’ve seen plenty of high profile brands lose customers over how they’ve treated employees, how they’ve made customer’s feel or how trustworthy they are – all issues that went against the brand identity they’d been trying to establish It’s clear that brand building isn’t easy (or for the faint-hearted!).

Brand can be an incredibly powerful entity if it’s created in the right way and if everyone in the business is on board with what you’re trying to achieve but to ensure that happens, having a clear brand strategy that feeds into your wider businesses goals is essential.

What is a brand strategy?

So what is a brand strategy? A brand strategy is essentially one element of your business plan. It details how you’ll use brand to grow your audience and support your business’s key goals.

For example: if you know it’s important to build trust and likeability with your target audience; your brand strategy will focus on communicating, advertising, and consistently behaving in a manner that tells a brand story representing how strong the integrity of your business is, or how focused you are on the wellbeing of your people (think John Lewis or Hubspot).

If you want your brand to feel carefree and adventurous then those will be the main characteristics that underpin your branding (think Aldi or Innocent Drinks).

Your brand can be thought of your business personality; how many customers it draws in is dependant on just how attractive it is to them and how easy it is for your base to identify with you.

The brand strategy will clearly set out what the business goals are, how they will be achieved, over what timeframe and also how the success of the approach can be measured. It’s a clear and easily communicated plan that you can use to steer the business in the right direction, ensure all employees are representing the business in the right way and ultimately start to attract loyal customers.

what makes a good brand- thinkwow

What makes good branding?

Looking at a lot of high profile rebrands (which seem to often come with a snazzy new logo design), it would be tempting to believe that your logo, the colours you choose, and how you design your website are the most important thing when it comes to creating a recognisable brand, but that’s not necessarily the case.

Most high profile rebrands have one thing in common – they truly understood their purpose and how that related to their target market. Getting to know your customer base, or your ideal customer base and communicating to them in a way that establishes your brand as the business that will solve their problem in the best way is really what it’s all about.

Dare I say it, but a great logo alone can’t do that (that’s not to say it can’t damage a brand if it’s done wrong – Gap figured this out when they reverted from new to old logo after only 6 days in 2010!).

The main focus should be on clarity about what your customers actually want, ensuring your strategy delivers that and that it does so consistently and reliably. The more your brand shows up in a reliable and ‘as expected’ way, the stronger the trust in your brand will be and the more loyal customers will find their way to you.

So great branding isn’t just about font and colour, it’s about knowing what your customer wants, being clear in your messaging that you deliver what they want and then crucially – delivering that promise alongside the ‘recognisably you’ font and the colour.

If you can repeatedly show up with a recognisable brand, and be consistent with what that brand represents then you etch a little impression in your target audience’s mind whether conscious or subconscious.

How do you develop a brand strategy?

Developing a successful brand strategy is about knowing what your brand identity is, and making sure your are communicating it in a way that draws more potential customers to your business.

A great brand strategy helps create customer loyalty with both existing customers and new customers, and tells the world what they can expect from you.

There are three main elements to a brand strategy, your brand core, your brand persona and your brand positioning.

Within the core element you’ll find your core values, your mission and your purpose. Your brand persona focuses more on tone of voice, your brand personality and any tagline’s or mottos you might want to become known for and finally the positioning – this is where your audience, competitive market and business goals come into play.

A strong brand strategy should take all these elements into account, but in what order they are considered can vary.

is brand more important than product

Why is brand more important than product?

Well that’s a great question, and it’s not. Well – not really. Your product, your brand, your price, and your customer experience all combine together to inform how your customer sees you within your industry, and how likely they are to want to buy from you.

Miscalculate any of those four major components and you’ll lose clients, but your brand helps with initially growing your presence in the marketplace and attracting customers to you.

Without the right brand proposition and marketing, you won’t get to the stage that the customer is reviewing your product, so whilst brand isn’t more important, it’s definitely high up on the list of priorities when it comes to your overall business strategy.

Create a brand identity that communicates the unique experience you offer, helps you stand apart from your competitors, and speaks for the quality and value you offer.

That way your target client won’t even be tempted to look at similar products, they’ll know your reputation so it will be a no-brainer for them to pick you!


Is branding good in small business?

Branding is essential for small business. It can be tempting to look at huge brands like Coca-cola or even newer ones like Gymshark and feel a little out of your depth. But remember – Gymshark started in a small garage, and they built a community centred around their brand.

They became so well known as much for their brand and use of influencers to create a buzz around them as for their physical products.

Branding and in particular personal branding can really level the playing field when it comes to large vs small. Just look at Think Wow – we started out at the end of 2019 as a small family business, and through the power of building our personal brands, and the brand of Think Wow we’ve grown a network of over 50,000 people, won awards for our customer experience work and attracted multinational businesses to work with us.

They simply don’t care that we aren’t ‘huge’ because we have built a trusted reputation for getting results, and we live up to that reputation consistently.

How does brand connect with customer experience?

Your customer experience starts the first moment that your customer first stumbles across your company.

Often that interaction is not one directly under your control (like a phone call into your sales team), most people will stumble across your business, hearing about you from a friend or colleague or maybe even in the news.

That first interaction sets the tone for what your customer can expect from the rest of their customer experience, and will also influence how likely that potential new customer is to decide to engage and work with you over a competitor.

Your brand strategy can ensure that however they first find your company, their impression is positive and is aligned with how you want your business to be seen by the world.

Creating a strong brand enables a clear identity to flow through every step of the customer experience and helps with the much needed consistency required to drive customer satisfaction, and loyalty in turn.

In essence – brand and customer experience are inseparable!

How can Think Wow help you build a brand strategy?

Customer experience projects sometimes struggle to gain momentum until the businesses has a clear brand proposition that everyone in the business understands

We’ve been helping businesses to understand their purpose, their values and their mission, and utilising those elements to ensure communication, stakeholder engagement and a customer strategy that helps the business reach its wider goals and even win awards!

With brand, marketing, sales and CX combined, both customers and employees have a deeper understanding of the direction the business is taking, can expect a more consistent customer journey and and it helps to remove the element of chance from the customer experience.

This drives not only more customers, but more ideal customers towards your company – increasing both loyalty and revenue along the way.

How important are insights when building a brand strategy?

It can be argued that when embarking on your branding journey you need to start with collecting strong audience insights for both existing customers and future ones. You should know who they are, what they want, where they shop right now, and how their mind works to understand their needs.

Market research, customer surveys, and customer listening sessions are all effective ways to collect data if you’re an already established business. If you’re a new business owner then market research can feel a little daunting, but it’s essential that it forms part of your approach to building your brand.

You can start out with something simple and free like searching for existing data or utilising linkedIn polls, but be aware that won’t necessarily give you the demographic detail your business needs so you might still end up commissioning your own study.

The more information you have about what your customers want the better, but don’t forget to set aside time to review all the data coming in! It’s no good to you if no one is reading it.

In summary

A solid brand strategy can help you attract more customers, help you create realistic expectations that are easy to deliver against, and help you grow your reputation. Tied into the rest of the business strategies such as marketing, sales, and customer experience you just can’t go wrong!

What are you waiting for? Review your brand strategy today and get in touch if you need any help. We’d love to help you wow more customers!

Rebecca Brown
Rebecca Brown

Rebecca's intense passion for customer excellence began over a decade ago when she oversaw the opening of several high-end retail art galleries, balancing the need for an exceptional experience with a drive for sales.

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