Understanding the concept of BRAND ENGAGEMENT
When a brand is marketed well, a business stands to boost its reputation
BRAND engagement is a term that bounces around regularly in the marketing world and every brand runs marketing campaigns, but not every brand knows how to engage with consumers. Marketing organisations need to understand the purpose of brand engagement and what it means.
WHAT IS BRAND ENGAGEMENT?
Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand, it also focuses on building a long-term emotional connection between the brand and the customer.
Active brand engagement is quite helpful because it boosts business reputation and when a brand is marketed well, a business stands to boost its reputation. As a tip for maximizing on this, a company should build a good brand marketing campaign that will show superiority of the product. If this is achieved, then a business will have a good reputation.
In many cases, the brand engagement definition does not do much for marketing companies in terms of practicality and below we look at brand engagement through the four components:
Perception is the first component of building a brand and enhancing engagement because it reflects on how others perceive your company. For example, think about McDonald’s. They have built their brand to be perceived in a number of ways.
This positioning has helped them control their brand engagement. It is important to build a favourable perception of your brand by having a professional website and in your social media accounts links. You should choose images and colours that align with your business values.
Communication is key when it comes to brand engagement. Large companies turn to analytics and data to drive their brand engagement. But for small business owners, data is not necessarily king. Instead, look at the quality of communication you have with clients and where that engagement is coming from.
A user’s experience with your brand can make it or break it for future engagement because in a sea of branding and advertising, everyone wants to feel appreciated. One way to improve the experience individuals have with your brand is to invest in some personalised marketing techniques: such as email campaigns, adding something special to an otherwise generalised approach. Going the extra mile will enhance your clients and prospects’ experience with your brand and lead to higher levels of engagement rates and participation.
When companies build their brand, they consider what it is that they want to offer their customers to create what is called a ‘brand promise’. It is important to keep this promise in mind and monitor how it is received by your clients and prospects. Companies cannot promise anything to their clients but when we say brand promise, we mean establishing a promise of what your clients can expect when working with you and the service level you will fulfil for them. This promise is crucial for driving brand engagement and growth.
Thulani Thabethe is the founder of 2Larnie Solutions, a marketing and sales agency that aims to increase brand power and sales and grow small, medium and large business enterprises.