Alex Otanez | CEO @ Shockoe | Your mobile and immersive product partner from now to what’s next | Enriching lives through digital solutions.
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One size fits all doesn’t work for your customers, nor for your digital brand. Still, most companies working on digital transformation rely on this general approach, or worse, follow popular, best-in-class recommendations.
What they don’t realize is that this means your brand will look like everyone else on a website, app, or other digital device. If this trend continues, we will enter a world where the brands we love are indistinguishable. Brands must find a way to build products in the digital space that reflect what makes them unique in the physical world.
I work with companies big and small looking for ways to stand out in a digital world, and the only advice I’m telling them is that you need to build a brand that your customers can recognize and associate with in both the physical and the digital worlds. Customers are now inundated not only by brands, but also by the devices they see them on; the average American household has 22 connected devices.
Reaching people in a meaningful way means creating a connected experience that is more than just a logo or a standalone app. It means bringing what makes your brand unique in the physical world to a digital environment by customizing the messaging, visuals and styles for each touchpoint. You are not alone if your company is considering a digital brand overhaul as there are countless others working hard to create a connected online and shopping experience (i.e. experiential retail). But as the devices customers use grow, so does the complexity of making the right decision across platforms to make an impact.
Give customers what they love with your current branding.
You’ve spent so much time on your physical brand: the feeling when a customer enters your store, the way your products are displayed and marketed. That same thoughtful branding should be seen all over your website, your app, in a voting experience, and even in the metaverse. Your digital presence should stand out as much as your physical one, which is what your customers expect.
There are only a finite number of potential buyers for your product. If you don’t invest in your digital brand now, those customers will take their business to brands they recognize. That’s why 46% of retailers say they plan to invest more in digital channels and a connected experience.
Consumer recognition takes time. Stay consistent.
While consumers relied heavily on digital during the Covid-19 pandemic, they still expect the same brand treatment as in a brick and mortar store. Consumers shop on the device that is most convenient for them at any given time. They probably research products on their phones, rate websites from their tablets, listen to reviews on Alexa, and then shop from your store.
Consistent and recognizable branding is needed to make an impact and keep your consumer engaged. Brands investing in consistency across platforms have been shown to increase sales by up to 23%. Keep in mind that a seamless brand does not equate to one-size-fits-all branding; it means adapting how you communicate and work across platforms to make it as easy as possible for consumers to connect with you. Doing this means your brand awareness will improve now and bring customers back to your business in the long run.
The costs are too high, so avoid conflicting solutions.
As we’ve discussed with more competitors and more channels than ever, the choice not to invest in your digital brand is simply too big. When a company is not represented in a qualitative way through all channels, a loss of turnover is the least of your worries.
Customers are switching from TV to an app, to a tablet and maybe even to their watch. You only have seconds to make sure the transition from one device to another is seamless, not to mention having to convince them on that path to buy from you. If your brand is confusing or your solutions are difficult to use, they move on to the next brand. Investing in mobile branding and the right digital solutions to improve your customer experiences, including AR/VR or chatbots, will strengthen your brand and build customer retention.
Technology doesn’t have to be scary for your business; with the right investment, it can improve your user experience and strengthen your brand. I always say that technology should make life easier, and I see a future that is connected, immersive and empowering users.
It’s an exciting time to invest in your digital brand with new technologies on the horizon that can help you build your presence. Whether you’re building your first app or considering your metaverse footprint, now is the time to invest in your digital brand.
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