In this Expert Insight Interview, Kyle Duford discusses brand and branding. Kyle Duford is the Agency Director of The Brand Leader.
This Expert Insight Interview discusses:
- How branding has changed over the last couple of decades
- The various customer touchpoints and the evolution of branding through the pandemic
- Focusing on internal branding first
Evolution of Branding
People talk about branding in different ways, and they all interpret it differently. Still, if you think about it, branding is just an emotional connection between the business, service, or product with its audience.
Even pre-pandemic, we could see changes in how people were perceiving and approaching branding. Fifteen to twenty years ago, brands’ relationships with their audiences were predicated on physical contacts, such as meeting people in retail stores and talking to them face-to-face. Nowadays, the world is so digital that we’re already evolving into this relationship with the brand in its digital manifestation.
We still have the touchpoints between the brand and the customer, either through an app, social media, or something else, but the touchpoints are influenced by how the brands appear in other forms and how they are being talked about.
It is clear that branding was evolving significantly before the pandemic, but it has gotten a little “weirder” since then. In other words, we have experienced a shift in branding, just like in most other aspects of society.
Getting the Team on the Same Page
We now tend to focus on overall customer experiences or brand experiences, including everything from the human element to interacting with apps and digital products. This poses many challenges for companies that wish to have a very well-defined brand that everybody in the organization understands.
And “everyone in the organization” really is the operative phrase here. Your brand almost dictates a set of rules, and every team member needs to follow these rules. If you’re not doing proper branding internally, it isn’t easy to have all these uniform, consistent touchpoints across your customer relationships.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.