Pricing is also a way to differentiate a product and can be used together with an economic growth strategy. This branding tool is really determined by the target audience of your brand. Some customers always choose the cheapest option, but others are looking for quality and expect that the highest price automatically means a premium brand. Pricing as a branding tool is determined on what kind of brand it is, a value brand or a premium brand.
Creating a brand of a company or product can also be done through in-store experience and customer service.
In-store and omnichannel experience
In-store experience is used to guide customers through your store towards purchase and can for example be done through the use of a consistent and engaging service, layout and look and feel. In-store experience is also applicable to online channels, such as a web shop and apps. A quick, easy and intriguing web shop and app are important aspects of a good in-store experience. And it is important that the experience you offer is consistent across all channels and devices, to support building a consistent and reliable brand experience.
The customer service has become an important aspect in general for customers, because of the increase in possibilities. When customers have the possibility to choose between similar products, a friendly face and helping hand can be used to set the difference. A pro-active, convenient and consistent service helps to link a customer to your brand, build trust and associate your brand with the right values.
Branding is building a consistent brand identity, including name, visual aspects and brand values, that relates to your target audience and distinguishes your brand from the competitors in order to link customers to your product or service. After your desired brand identity has been determined, several tools can be used to create your brand. So, what branding tool has the most effect on you as a customer? Is it the heartwarming commercial on television, the beautiful packaging, the in-store experience or the great customer service? It most likely will be the combination of all of these!