The explanation for business performance as a result of branding is straightforward and simple. It shines on it’s own.
So, you create the persona of your brand using design, style, tone, copy, communications or lack thereof. This provides context for the customer experience and in the process enhances their perception of the brand, for better or worse. Their behavior is a direct result of the brand perception and how well it fits with their expectation. The aggregate result of consumer behavior then defines the business’ performance.
Kevin Perlmutter at Interbrand created an interesting slideshow of how the customer experience affects business performance. It’s thirty-five slides with a great takeaway of five opportunities to improve the experience and evolve the brand to thus impact business performance:
- Eliminate pain points
- Link the brand to a top driver
- Create Hero products/services
- Redefine the category experience
Branding is about signals—the signals people use to determine what you stand for as a brand. Signals create associations.
—- Allen Adamson, BrandSimple