In order to explain how brands have used their cohesive property of latching with the consumer and predisposing with their purchase decisions onwards is not just about price as we read it in economics. Well, price is a credited aspect that helps a brand run the competition, but on a bigger picture, several other factors such as logo, words, personality, service, safety and background come in action before any product can be bought.
The primary wants of an average consumer are comfort, happiness and satisfaction, all materialistically and idealistically achievable. If a brand manages to deliver all of these requisites consistently to the consumer, then the customer establishes an iron clad opinion about the brand and keeps it the primary source of its particular supplies.
1. Brand Loyalty
Now imagine you have just entered the shopping mart in search of some sugar for your cakes and coffee, which shelf should you go first? There are at least 10 brands that sell sugar with almost the same price, but what sets you off to buying the one you have made up your mind with, before you even entered the mart? That phenomenon my friends, is called brand loyalty
Brand Loyalty is the gentler form of “Brand Evangelism” and gives the consumer tendencies to continue purchasing products of the same brand instead of its competitors. This ‘Will’ and ‘Choice’ is not a product of the consumer’s innocence, but it influenced through the brand’s distinction from its peers. Businesses that aim for becoming market leaders always introduce comprehensive strategies in their marketing mix to capture their niche. By offering precisely what the customer is looking for, brand loyal customer is made.
2. Brands help in decision making
What I’m about to tell and demonstrate will give you another reason to invest in brand loyalty campaigns now more than ever. When a consumer is looking to buy a new pair of sneakers he opens up his laptop and types, ‘sneakers’ in the search box of Amazon. What he gets is 100,000 search results with another 10,000 categories to choose from. This puts the buyer in quite sticky situation and the result - customer loses interest and abandons the pursuit. But, what if he types ‘Nike sneakers’ in the search box and gets 1,500 results? Now that’s manageable number from which the customer can easily narrow down his choices. Brand loyalty is not just about earning revenues, but also giving customers a source to always trust. Once the trust has been established, the customer no longer needs to browse 10,000 searches or 1000 shelves.
3. Brands Produce Sensitive History
Even though brands represent inanimate objects and lifeless systems; they exhibit somewhat of responsiveness when you come to interact with them. The great debate on which brand supersedes the other in terms of price and quality is also judged by its long history with the consumer. Products and services share those moments that define the beginning of relationship about to be set in stone. You must have had that moment when your nail filer gave you the finest and smoothest nail tips that you so long had yearned for. Or that one perfect brake you made that saved you from a disastrous car accident. The products you have tried leave a track record and that is what keeps you buying them no matter what.
4. Brands provide safety
Another great thing about purchasing from a trustworthy brand is the safety and security it offers. When you buy a cell phone from a particular brand you always buy from, you will rest assured that your recent transaction was well within the quality and performance you expected with uncompromised features. This means you trust the cell phone’s display screen, sound quality, operating software and battery life. But most importantly, the money you spent will be worth what you get.
5. Brands add value
Choosing between brands is not just about picking the shiniest in appearance per se. It’s about the sheer value that motivates the consumer’s mind. In a competition where more than one brand is producing the same product with a few features added or less, the consumer is likely to purchase the one which puts him on a higher role in the society. From dish washing detergents to clothes and sorts of vehicles, the brand you use, wear or drive is a reflection of what you are and where you fit. A Brand on a bottle, a piece of cloth or on the bonnet of your car is the speechless advocate you buy with your product.
6. Brand evangelism
Brand evangelism is the madder form of brand loyalty and it exists quite prevalently among consumer groups. From Mac and PC, Pepsi and Coke, Nike and Reebok to Ford and GM, every business organization that sells computers, beverages, footwear or vehicles is in competition with its peer. Similarly, brand evangelists are always in competition with their peers, commenting and exhibiting on the superiority of one brand from the other whenever they have the chance. It helps the consumers remain satisfied with their investments while keeping the economic contest on the boom. To see it on a broader angle, brand evangelism is an essential part of the economic ecosystem that thrives the market and makes room for other rivals to pitch in.
It doesn’t matter if you are a big time business selling motor engines for supercars or a small furniture company, brand driven marketing is the best angle for selling your products for eternity. Once you have earned a loyal army of customers, you can always move on to expanding your business capacity even further. Remember, your brand is not just a logo, a website or your business cards, it an experience you sell.
By Simon Walker, Professional eCommerce consultant, with 7 years experience in online development on several projects. He is currently a part of FMEextensions – Magento Development Company, where he has developed several Magento extensions and custom eCommerce websites.