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It’s important for customers and potential customers to be familiar with your brand if you want to attract and keep their business. It’s just as important to protect your brand by consistently providing great customer experiences. Let’s take a look at a couple of reasons why protecting your brand is imperative.
Brand Recognition Development Cost – Let’s consider the cost to gain brand recognition for your product or service. Capital is required to establish a presence with your target market. How much does it cost to get in front of your customers? Developing your brand recognition strategy requires time and effort. Can you place a cost on your marketing team’s time and effort? Once your strategy is developed and ready to roll out, how much are the actual advertising costs? For some companies, this can be millions of dollars. Make sure that you back up the cost of brand recognition with excellent customer experiences.
Reputation Cost – It’s amazing to see the number of companies that receive negative comments about their product or service on Twitter. Try searching for “poor customer service” and review the results. Some of the companies have national and international brands. YouTube is another medium customers can use to speak about their dissatisfaction with companies. Should one of these complaints go viral, the company’s reputation might take a huge hit. How much damage to its reputation can a company stand? What will be the cost to put out this particular “fire”? What might be the impact to future revenue? How might competitors take advantage of this particular situation? These are questions to consider in regards to the importance of protecting your reputation by creating excellent customer experiences.
Always, always remember the importance of protecting your brand image. With every customer interaction, your brand’s reputation is at stake. Customer facing personnel – sales, service, etc. – are all crucial to keeping your company’s image intact. One negative tweet or video containing a bad customer experience can quickly spiral out of control. Be sure to educate everyone within your company on the importance of creating great customer experiences. Constantly remind them of how are important they are to protecting your company’s reputation. Share information regarding the cost of brand development with all employees. Today’s customer has many available options to express how they feel about your products and services. Strive to ensure that your brand is protected by providing great customer experiences!