Becoming a benchmark brand

This article by Jim Joseph looks at the strategic value in becoming a ‘benchmark brand’, as opposed to a ‘default’ one. In order to make that happen there are a few key areas where brands can focus their marketing efforts…

Engagement
Real loyalty is when customer purchasing decisions are conscious and deliberate, and is born when brand interactions excite and delight them. Every brand touchpoint that a customer has in their buying cycle, including their experience of the product itself, contributes to their satisfaction. Truly brilliant experiences ultimately lead to brand advocacy – when customers are happy to promote and recommend the brand to their peers.

Quantified value proposition
The most successful brands make it easy to understand the benefits of their offering by clearly explaining the things which are different and wonderful about them.
Without defining the value a brand brings to the table, it’s very difficult to achieve the engagement levels required to encourage brand loyalty and advocacy. 

Building trust
Staying consistent is more important than many companies realise. Consumers like things to be predictable, and messages are strengthened when they're reiterated multiple times. It may seem like a good idea to keep things ‘fresh’ by changing them often (and that’s true when it comes to more superficial campaigns), but the core of a brands’ story should remain constant and unwavering.

Thought leadership
If possible, being a leader rather than a follower is almost always a good thing. Helping others, and going out of your way to educate and spread knowledge or ideas, are real, tangible merits that grow awareness and positivity. They make it easier for customers to buy-into a brand and feel good about it.