Today’s consumer is overwhelmed by choice. Being forced to make too many daily decisions – including small things like what toothpaste to buy or where to eat – can be a source of anxiety and stress. Whatever this says about our culture, the undeniable truth is that brands play a role in that decision making.
The psychological state of consumers is an important consideration in buying situations. If overwhelming choice creates a lack of structure, the desire for simplicity increases. That brings us to the third simple truth about strong brands.
Consumers with decision-making fatigue tend to buy from brands they know have met their expectations in the past. They typically reject others vying for their attention to make the choice easier. Put simply, when customers have too many options on the table, they stick with strong brands.
Here are four ways to streamline, gain strength and stand out amidst the noise:
Keeping brand promises should be at the heart and soul of every company decision. If companies do what they say, customers trust them. When that trust is built for a brand, it becomes the natural choice when too many options are at play.
Strong brands don’t simply meet consumer expectations – they exceed them. This is achieved by identifying every customer touchpoint and making it a simple expression of brand value. It takes dedication, but the return is worth it.
When a company is positioned to help customers solve their biggest problems, they will notice. Making customer service a priority goes a long way in building brand strength.
Strong brands operate as one cohesive unit across all platforms. Each message is carefully crafted to express brand promise and to fit within a larger content strategy. That strategy builds power by thoughtfully addressing all aspects of company communication.
Image via (cc) Edwin Steele
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