There is nothing like a great brand story that moves a marketer and customer to tears.
Ok, maybe tears are a little bit of an exaggeration but it certainly moves us. Top brands around the world have certainly proved to us the power of good branding, and especially during a pandemic.
A good branding effort and plan to answer people the question of who they are and what they can do for you. In a crisis, it is important for customers to know who got their backs and who will support them through it no matter what. Many branding efforts forget to include the long-term effects in their campaigns.
A good brand story that is well-strategized according to the customer’s preference, needs, and interests is not only the map for customers to follow through but also the guidance map for businesses as well. Their consecutive actions must work towards amplifying their marketing messages at every corner of their journey. A brand message is not only a slogan but a call to action. Let’s take a look at one of the best, and renowned grocery retailers and supermarket chains around the world. Their branding traits and tactics have lasted them through major financial turmoil and global crises.
A Lesson From Walmart
Walmart has proved to us as branding success on more than one occasion. They are not only famous in the United States but they are well known to everyone around the world. Their success is so loud that sometimes when we talk about going grocery shopping, for the convenience of it we simply say let’s go to Walmart (Even if we are only going to a random grocery store). Walmart made sure their presence was everywhere around the customer.
Whether it is on the TV or the mobile as they reached the customer at every single touchpoint. From the customer service on social media and website to the actual shopping experience, modern technology was implemented and integrated to deliver uniqueness, competence, and ease of use. The utilization of customer’s preferences and needs in their technology is what drove customers towards the brand.
So what general lessons can we take from Walmart’s branding strategy? First, never forget the importance of brand awareness. Brand awareness is key to establishing a further relationship and extending into brand loyalty. Second, always amplify the branding message at every touchpoint. Whether a customer is speaking to a cashier in the store and shopping online, they must capture the essence of their branding message and include value and trust in the services.
A Lesson From Tesco
Tesco is the United Kingdom’s equivalent of Walmart. It has managed to capture the world’s attention through its very stable and recognizable branding messages and slogans. Tesco’s image has been fairly the same over the years, however, they have always shown the spirit of change according to customer’s needs. Adaptation is important to their marketing as well as branding. Recognizing what the customer wants makes a huge change to their campaigns and efforts. Customization, personalization, and adaptation are key factors that make the difference in branding success, and groceries, retailers and supermarket chains need to take note of such factors!
The world of branding may be an overwhelming place and honestly, many of us are unaware of how to express our wonderful brand story. As grocery chains, it might not be easy to make the most mundane experiences sound exciting but this is a piece of cake for an experienced branding company Malaysia. A little investment in branding and marketing can easily change your stance among customers!