Customer 1st Branded Content Creates Positive & Consistent Website Experiences

Do you ever think of a brand as a friend? Are you aware of having a brand experience? Are there any brands you really, really like, maybe even love?

If you have a few favourite brands - you're not alone. I think every North American over the age of 3 has favourite brands, from Barney to PBS - and Harley Davidson to Kia.

I want you to think of what I call Customer 1st branding as creating a brand experience based on what you know about your current and ideal customers. Do you understand what brand characteristics are important to your target market?

Whatever you know about your ideal customer should be somehow reflected in your branding. And where I see so many businesses fail is in not understanding the trigger points in customer behaviour that a brand can respond to.

Your content marketing campaign elements need to be branded to reflect the unique characteristics and identity of your stuff.

Branding supports and gives personality to positioning. I think of positioning as character, and branding as personality. Brand is an expression in shape, colour, scent, presentation and description of a unique set of characteristics that work harmoniously to create a brand personality.

When branding is linked to and supports your positioning, you create power brands that have the ability to dominate their category. Do you think of MP3 players or iPods(TM)?

What's so special about branding? Positioning defines the unique, different thing you do that solves a problem and has value to the customer. Branding defines the characteristics that help gain trust, eliminate skepticism, generate attraction, interest and desire, and provide the customer with a satisfying experience.

Customer 1st branding is my concept of talking to customers to gain and record insights into HOW people buy and some of the requirements that provide support to the buying decision.

You can gain quite a lot of this knowledge from front line sales people who have listened to and watched countless prospects and customers buy. They know things marketers never have the chance to see or hear. They have heard what gets to the hearts and minds of your customers. Please go out and start talking to them and apply what you've heard and see if you can improve your brand experience.

Branded content marketing elements make your brand a hero. They differentiate your stuff by presenting material from a unique perspective (positioning) in a unique style and voice (branding).

There are probably millions of websites with free whitepapers or reports. How many of those offers are actually compelling? How many of them have been written and put together from the customer point of view.

Take some time to think just how valuable your content marketing materials are. Are you cutting through the clutter. Is your material friendly or hard to read/consume? And if I had to choose from 10 content offers by name or headline alone, would I be able to distinguish your offer from the other 9?

Improve your customer's buy cycle brand experience with customer-centric material that's relevant and engaging.

Call us today to get branded lead generation content campaigns started for shorter lead-to-close cycles. We'll get you started. You'll see results.

Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.