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Study Shows Consumers Prefer a Simple Brand Experience

Less is more when it comes to building your brand presence. That’s the conclusion of a study from Siegel and Gale, the Global Brand Simplicity Index. The study asked consumers to rank brands based on their simplicity, and what it meant for a brand to be simple. Brands that are simple understand what their customers want and make it easy to get it. Simple brands are transparent, honest, useful, innovative and make customers feel valued. Aldi and Google topped the list of brands that consumers find simple to understand. The reward for having a simple brand is customer loyalty and increased revenue.

The message for retailers is clear. In today’s market, having a simplified brand experience for the customer is more critical than ever, as many companies promote their brands across a variety of channels, from store signage to social media outlets.

Given the weight that brand can play in a consumer’s shopping decision, it’s important to review your brands to see what it communicates to customers. Here are some ways you can improve your brand presence and keep it simple for customers.

  • Review your current brand. Your brand is more than a sign or logo; it’s the overall message your company conveys to consumers. You convey that message in everything you do, from your marketing campaign all the way to how your employees greet customers. Do you know your brand? Have you created specific messaging to convey your brand to customers? You may even think you don’t have a brand, but your customers already have a perception of your store and its strengths and weaknesses. Knowing your brand is the first step to deciding if you want to change or refocus it.
  • Find your point of distinction. Build your brand on what you do best. You may want to highlight niches or the fact that you are a local business. As you build your points of distinction, be specific. Don’t just say “We have great customer service.” Instead, say “John is our master gardener who will help you get ready for spring.”
  • Promote that brand consistently. When you determine your brand, promote it consistently throughout your marketing platforms. The way you promote your store through your advertising circulars should be the same way you promote it on your Facebook and Pinterest pages. If the message is not consistent, you will confuse customers and your brand will lose power. Employees, too, need to support that brand. Make sure they understand your brand message and can communicate it to customers.
  • Deliver on your brand promise. In a crowded marketplace, retailers with a strong and consistent brand message are the ones that will rise to the top. But they don’t get there through blind loyalty. Every brand is built on promises, and those promises must be kept every time a customer walks through the door. If not, you’ll potentially lose that brand image and that customer.

About Jesse Carleton

Jesse Carleton has visited independent hardware retailers, conducted original research on the industry and written extensively about the business of hardware retailing. Jesse has written for more than a dozen of NHPA’s contract publishing titles, all related to the hardware retailing industry. He also was instrumental in developing the Basic Training in Hardware Retailing courses now used by thousands of retailers across the country.

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