Un­der­stand­ing the con­cept of BRAND EN­GAGE­MENT

When a brand is mar­keted well, a busi­ness stands to boost its rep­u­ta­tion

Move! - - YOUR BUSINESS - By Thu­lani Tha­bethe

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:

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:

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.

Ex­pe­ri­ence:

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.

Prom­ise:

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.

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