In today’s age of technology, it is vital that brands learn how to set themselves apart from the competition. Two main ways that companies can do this is through brand consistency and hyper-personalization. These methods have been proven to drive success through the modern consumer, however, only one-third of businesses are actively using these techniques.
What is Brand Consistency?
Brand consistency refers to the uniformity of how brands show up on each of their channels. This means that on social media, websites, advertisements, and the like, companies should aim to have a consistent image throughout each platform. This way, consumers can more easily recognize these themes and feel more affinity towards a certain brand or product. In fact, 90% of consumers report finding personalized advertisements appealing, and therefore they are more likely to engage with and buy from or use that product or brand. Unfortunately, studies have shown that 90% of businesses see inconsistent branding in their content, creating marketplace confusion and slowing down the sales cycle.
Hyper-personalization is another way to help gather consumer loyalty and support. This personalization can take the form of specific recommendations, advertisements, or push notifications to cater to each specific user’s needs and interests. Through the advanced use of AI and other powerful algorithms, some of the world’s biggest brands have already benefited greatly from hyper-personalization. For example, EasyJet, Spotify, and Cadbury have incredibly high brand value and very well organized branding. Although each of these companies operates in a very different sector, these techniques are universal in their ability to make or break success.
Conclusion
Companies can risk losing nearly 40% of customers and 23% of revenue from poorly personalized content and inconsistent branding. It is because of this that ensuring a company’s content is up to par has become a top priority for many modern businesses that operate within cyberspace.
Source: BrandGuard