The Four Components of Brand Engagement
In the marketing world, brand engagement is a term that bounces around regularly. But what exactly is brand engagement, and what does it mean for your marketing?
In terms of a technical definition, brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. But this definition doesn’t do much for you in terms of practicality. Let’s break it down and look at brand engagement through four lenses: perception, communication, experience, and promise.
This is the first component of building a brand and enhancing engagement because it reflects how others perceive your company. Think about Nike, for example. They have built their brand to be perceived in a number of ways, including athletic, inclusive, high-end, and simple. This positioning has helped them control their brand engagement.
Brand engagement and perception isn’t just for the big hitters, though. It’s important to build a favorable perception of your brand by having a professional website, tying in your social media accounts, and choosing imagery and colors that align with your business values.
When it comes to brand engagement, communication is key. For large companies, they may turn to analytics and data to drive their brand engagement. But for small business owners like independent financial advisors, data isn’t necessarily king. Instead, look at the quality of communication you are having with clients and where that engagement is coming from. Some questions to consider when analyzing your engagement include:
- What forms on my website are being filled out the most often?
- What are some common questions I hear my clients ask?
- When do I see the highest levels of communication (after new posts on social media, sending out an email campaign, or adding a new blog post, for example)?
- What can I do to increase my levels of brand engagement and communication?
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 want to feel appreciated. One way to improve the experience individuals have with your brand is to invest in some personalized marketing techniques, such as email campaigns, to add a little something special to an otherwise generalized approach.
Going the extra mile will enhance your clients and prospects’ experience with your brand and lead to higher levels of engagement and participation.
When businesses build their brand, they consider what it is they want to help their customers with and create what’s called a “brand promise.” When looking at brand engagement, it’s important to keep this promise in mind and monitor how it’s resonating with your clients and prospects.
Now we know what you’re thinking: we can’t promise anything to our clients! But when we say brand promise, we don’t actually mean a promise of returns or portfolio performance. Instead, we mean establishing a promise of what your clients can expect when working with you and the service level you will fulfill for them. This promise is crucial for driving brand engagement and growth.
Some advisors might think that brand engagement is just for large companies with marketing teams backing them up. But in reality, brand engagement simply refers to the relationships you foster with your clients and how they perceive you as a company.
Have you had success with brand engagement techniques? Shoot us an email at firstname.lastname@example.org if you want to share!