BRANDING STRATEGY
(discover how to increase your brand authority and build customer loyalty)
Branding is that branch of marketing that deals with improving the positioning of a brand in the eyes of its audience and in relation to its competitors. It is mainly divided into two branches: Reputation Management and Brand Awareness.
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The first term refers to a brand's reputation in the strict sense, i.e. in relation to the reviews of customers who have interacted with your brand in some way.
The second term, on the other hand, refers to the degree to which a brand is recognised by the target audience, i.e. how easily people recognise us as a leader in the sector in which we operate.
The higher our reputation management and brand awareness, the better our chances of achieving better results in terms of sales, engagement and growth in the long run (below we also provide you with some statistics to understand how much these two aspects affect each other in reality).
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In Consulting Ad Hoc, we are aware that to stand out from the competition in 2023, you need to have a strong and recognisable brand image, something that is often overlooked or left in the background in business dynamics; for this reason, we offer consultancy services where we focus on these fundamental aspects, to help you effectively define and plan a branding strategy that will give you that competitive advantage to position yourself in the market.
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Let's find out together why branding strategy is so important nowadays.
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Our clients' data indicate that generating brand authority can increase your conversion rate by up to X10: this means that, trivially, for the same amount of traffic to your webpage or ecommerce, you will complete 10 times more conversion actions (purchases or customers).
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If we want to go into even more detail, we can see that in relation to reviews, statistics show that:
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- Up to 65% of people check customer reviews before making a purchasing decision;
- Almost 95% of people who read negative reviews from previous customers decide to abandon the shopping cart;
- In general, most people decide to buy a product if its reviews or those of the brand exceed 4 stars.
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All of the above-mentioned fundamentals are directly related to the concept of Social Proof, i.e. all content that shows potential customers that your brand exists and that other people have already tried your products or services and been satisfied with them.
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This has incredible power because it automatically conditions people and makes them try the same product or service, and the above data proves this.
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Once this has been clarified, it is important to say that social proof can be generated across many platforms and, in fact, the best strategy would be to have positive social proof on all platforms where our brand is visible (in the full spirit of the famous multichannel approach with which we are so obsessed): we are talking about Facebook, Google, the website, other social networks and any authoritative source where our potential customer might 'stumble'.
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Social Proof acts on an unconscious level in people, but in a very easy and simple way:
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firstly, because if a potential customer wants a product and sees that other people have bought it, he automatically associates that product with a desire made for a specific person and consequently knows that that same product can help to satisfy a need of his as well;
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second, by reading the comments of a third person, you can find the answer to the questions you have about the same product and, if you like the answer, you will not hesitate to buy;
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third, it is a matter of simple emulation, because we all want what others want, and if we see that 50 people have bought something and are happy, we also want to be just as happy and think that we need to buy the same thing to be happy.
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Obviously, we need to know the right way to collect these opinions, as well as the way to show them to our audience so that they are truly effective; that is why you need an expert to help you organise this collection process, to ensure positive and realistic reviews that improve your brand image.
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