How does your audience resonate with your brand? Do they connect with you and believe you will solve their problems? Brand engagement is not only about establishing the first connection with your audience but also about establishing an emotional connection with your audience. In this article, we will talk about the different aspects of it and why you need to incorporate it into your organization.
What are the types of audiences your brand can engage with?
There are two potential types of audiences that you can
External engagement: This includes the relationships formed between your brand and the public. It can be your target audience comprised of potential customers, existing customers, and the general audience who might come and look at your brand.
Internal engagement: it is the relationship between your brand and your employees or stakeholders. It is equally important as any other external engagement.
What are the platforms your customers can engage with you?
There are different mediums for your customers to interact with your brand in this modernity. Let us understand the different types of platforms that your audience can interact with you:
- Social media channels
- Email and similar outreach mediums
- Internal communications
- Advertising- digital and offline
- Public events for networking
Difference between customer and brand engagement?
Brand engagement and customer engagement are somewhat similar but the way the interaction happens with the audience is completely different.
Customer engagement refers to the ongoing interaction between a customer and a company, primarily through various marketing and customer service channels, such as social media, email, phone calls, and in-person interactions. The goal of customer engagement is to establish and maintain a positive relationship with the customer, enhance their loyalty, and encourage repeat business.
On the other hand, brand engagement refers to the emotional connection and attachment that a customer feels toward a brand. It is the degree to which customers actively seek out and participate in the brand experience, which goes beyond just purchasing products or services. It involves a deeper sense of brand loyalty and advocacy, where customers voluntarily promote and defend the brand to others.
While customer engagement focuses on maintaining a two-way conversation between the customer and the company, brand engagement aims to create a powerful and meaningful relationship between the customer and the brand. Both are crucial for building a successful business, and they often go hand-in-hand. A strong customer engagement strategy can lead to increased brand engagement, and vice versa.
Why brand engagement is important?
1. Builds loyalty
It can foster a deeper emotional connection between customers and the brand, leading to stronger loyalty. Customers who feel connected to a brand are more likely to remain loyal and recommend the brand to others.
2. Differentiation
In today’s competitive market, where there are countless options available to customers, a strong brand engagement strategy can help a brand stand out from its competitors. When customers feel connected to a brand, they are more likely to choose it over other options.
3. Increases customer lifetime value
Brand engagement can help increase customer lifetime value. As loyal customers tend to make repeat purchases over time, leading to increased revenue for the brand.
4. Brand Advocacy
Customers who are highly engaged with a brand are more likely to become brand advocates. They help in promoting the brand to others through word of mouth, social media, and other channels.
5. Improves reputation
Strong brand engagement can help improve a brand’s reputation, as customers are more likely to share positive experiences and defend the brand in the face of criticism.
Let’s talk about some case studies
- Nike: Nike has created a strong brand engagement strategy through its “Just Do It” campaign. It encouraged people to push their limits and pursue their goals. The campaign has become synonymous with the brand and has helped create a community of loyal customers who identify with Nike’s message of empowerment.
- Coca-Cola: Coca-Cola has a long history of brand engagement, with its “Share a Coke” campaign being a standout example. The campaign involved printing people’s names on Coca-Cola bottles and encouraging customers to share them with friends and family, leading to a surge in social media activity and brand awareness.
- Starbucks: Starbucks has built a strong brand engagement strategy through its focus on creating a unique and personalized customer experience. From customizing drinks to providing free Wi-Fi and comfortable seating areas, Starbucks has created a welcoming environment that encourages customers to stay and engage with the brand.
- Apple: Apple has created a cult-like following through its focus on product design and innovation. The brand has consistently delivered products that are sleek, intuitive, and visually appealing, creating a loyal customer base that is willing to pay a premium for the Apple experience.
- Red Bull: Red Bull has built its brand engagement strategy around extreme sports and events, sponsoring athletes and events that push the limits of what is possible. The brand’s focus on energy and excitement has resonated with its target audience, leading to a dedicated community of fans and followers.
Let’s wrap up!
Brand engagement is an essential component of building a successful and sustainable business. By creating a deeper emotional connection with customers, brands can foster loyalty, differentiate themselves from competitors, increase customer lifetime value, generate brand advocacy, and improve their reputation.
Effective brand engagement strategies involve understanding your target audience and communicating your brand message in a clear and consistent way. Also, providing a unique and personalized customer experience, and encouraging two-way communication through various marketing and customer service channels.
Brands that have successfully implemented brand engagement strategies, such as Nike, Coca-Cola, Starbucks, Apple, and Red Bull, have created a dedicated community of loyal customers who identify with the brand’s message and values.
Investing in brand engagement can pay dividends in the long run. It can lead to increased revenue, customer loyalty, and brand advocacy, ultimately helping businesses to thrive in today’s competitive market.
