How a personalised brand works
According to the business consultant and marketing expert Yuriy Dubkov, one of the fundamental principles of branding is knowing your audience. A successful strategy lies in understanding the needs, preferences and pain points of potential customers. It allows you to create an individual brand whose success depends on customer loyalty and trust.
With so many choices in the marketplace, it is difficult for companies to capture the attention of their audiences. Brands that offer a unique, personalised experience have an advantage. This approach allows companies to meet people’s physical, emotional, and social needs, build a positive brand image, and increase brand trust.
Innovation has opened up huge opportunities for personalised experiences for different categories of consumers, notes business consultant Yuriy Dubkov. Artificial intelligence helps not only to capture people’s behaviour but also to identify patterns and reasons for their actions. Marketers use this data to offer a unique proposition to the customer.
It is essential to distinguish between personalisation and customisation. The former is a deeper, experience-based concept that involves the practical aspects of a brand. Customisation is the concept of modifying a mass-produced product to suit the needs of the customer. It is most often associated with drawing attention to products rather than the company as a whole.
Personalisation principles
A branding strategy based on delivering unique experiences involves a number of principles. Among them are:
- Focus on customer needs and pain points. A company should provide customers with a solution that makes their lives easier. In return, the company gets loyal customers who stay faithful for a long time.
- Mass marketing doesn’t work. A strategy that targets all categories of the target audience at the same time will not produce the desired result. It is necessary to act point by point, concentrating efforts on a specific group of consumers. This is the only way to deliver a truly unique experience that is relevant to specific people.
- Customers need new experiences. People want positive emotions when they interact with a brand. They like it when a company speaks directly to them, cares about them and pays attention to them. Therefore, the marketing message should reflect not only the essence of the company but also its attitude towards customers.
- Brand management is more than an advertising campaign. It is about managing the customer experience in line with the overall business strategy.
- Technology as a tool for personalisation. Technology solutions help to interact with customers at every stage of the sales funnel. They enable companies to develop effective strategies that target consumers with specific needs. In addition, technology helps companies stay competitive and relevant in the marketplace.
Expert Yuriy Dubkov tells that personalised branding strategy should be built around the personality of the consumer. A company focuses on the pain points and preferences of a particular person or group of people and offers a solution. And the better a company understands its consumers, the more effective its interactions will be.
