The need for brands was initially spawned by national companies who wished to compete with local manufacturers – an opportunity brought on by mass production and Rail’s ability to distribute products more widely. Brands have since evolved from a “logo and mark” to complete personalities which capture the essence of how businesses wish to relate to their customers.
But, as consumers gain increasing control over the sales process, and as the Internet broadens the reach of even small organizations, branding is undergoing a dramatic change. Just recently, the CEO of Proctor and Gamble said that customers don’t remember brand attributes, they remember brand experiences. He’s right.
While great advertising can suggest that a customer place a particular brand in consideration, only a positive experience with the brand will cement the value proposition. Positive brand experiences represent opportunity and advantage by raising barriers to competitors, reducing price pressure, and extending the length of the customer relationship.
Remarkably, brand experiences come in only four flavors: 1) direct product interaction 2) interaction with brand representatives 3) events and 4) environments. Also remarkable, the Internet is the only medium which can provide all four. As an etailer, it’s critical that you build each of these types of experiences into your strategy.
Suddenly, consumers can experience brands directly: through online events, interaction with products, or by visiting the online environments of brands; or they can experience them vicariously: through an eBay Seller’s feedback, a compelling blogger, or a reviewer on Amazon who seems to share their likes and dislikes.
As the online channel becomes the primary delivery point for brand experiences, it’s critical that etailers take advantage of the enormous growth opportunity this trend presents. If your company will participate in this new branding paradigm, it needs to be ready for the voyage. And such a voyage begins with the recognition of which brands matter most to consumers right now.
In the old days, we chose first where to buy, and then (if there was a choice) subsequently what brand to buy. The brand that mattered was the personality and promise of the store owner or clerk.
In the Internet age, consumers increasingly choose the product or brand they wish to purchase first, and then they choose where to buy. Shopping comparison engines bank on just this tendency.
As such, the tools you use to bring these sought-after brand attributes to life should be those which would most quickly and clearly capture the users’ interests in a particular brand or product. After you capture their desire for a particular product or brand (through detailed, relevant, and carefully presented product details, consumer reviews, and other site features) then get them to return to your store next time (based on experiences which are unique to your own brand).
