Digital Marketing

The Impact Of Branding On Consumer Behaviour

By July 17, 2023 No Comments

Branding influences how people perceive familiarity and attractiveness, and as a result, it greatly influences the development of devoted customers and the growth of sales.

Following are some ways that branding influences consumer behaviour:

Consumer Behaviour: What Is It?
Consumer behaviour is a group of activities influenced by the Impact Of Branding On Consumers. From creating awareness to the final purchase, branding plays a vital role in shaping consumer decisions and behaviours.

By recognising your clients and asking them about their shopping experiences, you can discover more about consumer behaviour. Research on consumer behaviour is essential to the success of any business. It will increase your business ownership expertise.

Customers’ perceptions
Consumers are far more likely to connect with your brand message if you have a strong brand identity in their minds. It’s almost like a seed gets placed in the brains of your target audience if the message is consistent and memorable enough to capture and maintain their attention. This seed will eventually grow into their perception of your brand.

The product itself, nor the marketing-generated messaging, make up a brand’s image.

Customers’ individual perceptions of a brand’s goods or services have been formed in this way. There is a good likelihood that customers will form brand loyalty if this view fits their demands properly.

In fact, according to research by the Temkin Group, businesses with yearly revenues of $1 billion may earn an extra $700 million in just three years by focusing on customer perception. Not bad at all!

Making Purchases
When a person recognises they have a problem that has to be fixed, the buying process starts. Making a buying decision involves a number of procedures, including research and comparison.

Consider the scenario when you misplace your phone and must purchase a replacement. There are two choices for you in this situation:

Purchase the same phone or explore your options for a different manufacturer.
When people are making selections about what to buy, well-known companies clearly have an edge. After all, someone who understands little to nothing about phones is likely to choose an iPhone or Samsung over a phone from an unidentified brand, not because of the features of the latter, but rather because the former has gone to tremendous lengths to establish its identity.

Esteban Kolsky’s research indicates that 72% of consumers will tell at least six people about a favourable encounter. While 13% of dissatisfied clients will tell at least 15 people about their bad experience.

The power of peer pressure on consumer behaviour is a factor that brands cannot undervalue. In light of this, a marketing plan that emphasizes a brand’s personality and values rather than merely its pricing or features will resonate with customers more effectively.

Status and reputation
There’s a good reason why small business owners take days or even weeks to consider many logo options before choosing the ideal one. They are aware that communicating their value requires a strong brand image, and that the logo, colour scheme, and overall design style they choose will all have an effect.

A powerful brand is best exemplified by Apple. It creates distinctive, new technology that is aesthetically beautiful, and it markets its goods in a way that corresponds to consumer needs.

This company has ardent followers who will stand in queue for hours on end to be the first to get their hands on the newest iPhone, and Apple is aware of this. The people who think Apple’s products make life simpler, better, more enjoyable, and cooler are its target market, and they are the ones for whom it produces products.

Its marketing messaging emphasizes the similarities between its clients and its products, including invention, inventiveness, and creativity.

The Lesson: Interestingly, has no mention of pricing in its branding. Instead, it concentrates on the benefits that its products provide and the relationships that it builds with customers.

In order to effectively engage with consumers, brand managers should emphasize telling them how valuable their brand is and personalize their communications.

Customers may not have been as interested in Tesla and may have selected less expensive brands if the company had chosen to emphasize its high prices rather than the characteristics that make it unique and add value.

Customers are less bothered about the high prices of Tesla automobiles because they concentrate on the superior features they offer that their rival companies do not.

Additionally, Tesla’s vehicles are electric, long-range, and environmentally beneficial. Once more, the company’s branding strategy emphasizes how its vehicles differ from regular electric vehicles in terms of range and quality.

Tesla has successfully implanted the ideas of “uniqueness” and “quality” into the brains of consumers in this way, which is why many people prefer Tesla automobiles to the competition.

Coca Cola
A costly and progressive auto brand is more expensive than its rivals. Because of this, it places a lot of emphasis on the quality of its cars rather than pricing when it comes to branding. Takeaway: It’s ideal to concentrate on what will appeal to consumers when choosing your brand’s USPs, also known as the differentiators that make you stand out from the competition.

The world’s most recognisable brand is probably Coca-Cola. We can therefore draw a number of branding lessons from the past triumphs and failures of this company.

For instance, Pepsi, Coca-Cola’s main rival, once began to gain traction thanks to a fruitful advertising effort, and its slightly sweeter taste was continually luring customers.

Coca-Cola made the decision to respond as a result. The popular Coca-Cola formula underwent a few adjustments before being renamed “New Coke” by the company.

Surprisingly, fans of Coca-Cola grew irate. You see, Coca-Cola made the serious mistake of lagging behind. Unknowingly undermining its own value proposition, the brand altered the flavour of its signature beverage.

Final Reflections
Consumers, not the firm, are the true proprietors of brands. Advertisements should capture the emotions and way of life that consumers aspire to, and marketers should make sure that their brand messaging is consistent with the “self-image” of consumers.

The bottom line is that branding has a big influence on customer behaviour and that’s where DigAptics come to create a big influence! Instead of concentrating on less appealing features like pricing, brands should concentrate on articulating the value that they will contribute to consumers’ lives that’s what DigAptics believe. It’s crucial that brands align with consumer values.

With effort and commitment, branding may transform consumers’ unfavourable perceptions into positive ones.


Author Digpatics

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