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WHAT IS A BRAND? PART IV:BRAND EXPECTATION



What is brand expectation? Brand expectation is based on the brand promise. The brand promise allow consumers to develop expectations for a brand. When a consumer purchases a product or service a brand offers they are expecting that the brand will meet their needs. If a brand doesn’t meet consumer expectations with every interaction, the brand broke their promise. Now the consumer has lost faith in the brand and will search of another brand that will meet their expectations. This is an area where many brands fail.


WHY DOES BRAND EXPECTATION MATTER?

Brand expectation matters because customers expect consistency. If these expectations are not met, a customer's interaction with the brand can turn hostile. It is important that a brand is meeting expectations consistently, across every consumer touchpoint. If a brand can successfully deliver they are building trust and loyalty with customers.



HOW DOES A BRAND MANAGE THEIR EXPECTATION?

Customers are demanding. They want consistent high quality products, customer service and brand experiences whenever they feel the need to connect with their product or service. Consumer expectations are in overdrive and only satisfied if expectations are met or exceeded. That is difficult for a brand to manage. With social media if a brand fails to meet their expectation notice can be sent around the world by the push of one button. There are a few things a brand needs to consider to help manage the expectations of their customers.


THE NEEDS AND PREFERENCES OF THE CUSTOMERS.

Customers expect brands to be available to help them at all times. The customer also wants issues to be resolved quickly and with hassle-free transactions. These needs will greatly impact brand expectations. How a customer purchases a brands services or products significantly influences expectations. Therefore it is important that a brand understands their customers and how they like to shop.


KNOW PAST EXPERIENCES WITH OTHER BRANDS.

When managing customer expectations, consider your competition. What are your competitors doing in order to make their customers happy? Can your brand match or exceed these performances? How can your brand make the experience unique and impress your customers? These past experiences can shape their expectations. Your brand expectations could be based on what other brands can do for them. If your brand is unable to out deliver your competitors, then customers will not be won over.


UNDERSTAND CUSTOMER CULTURE AND LOCATION.

Customer expectations differ from cultures and locations. In some countries, customers don’t want overly friendly customer service reps, however, they don’t want to talk to representatives that sound too businesslike. Brands must understand the areas in which they operate. Simple phrases or mannerisms can convey the wrong message because they have different meanings in different countries.


UNDERSTANDS CUSTOMER FEEDBACK.

I already stated that customers can spread word about your brand instantly. That is very important to remember. Feedback or experiences can be placed on review sites and social media. This feedback will influence new and existing customers and damage your brand’s image and reputation.


UNDERSTANDS PAST CUSTOMER EXPERIENCES.

This is the strongest attribute when it comes to managing brand expectations. The past experiences and transactions of customers will influence what they think about your brand. One poor customer support interaction is enough to make customers think a brand is unreliable. A brand needs to ensure that the customer is happy at every touchpoint. This will result in a positive customer experience.


Branding isn't a process that your company should take on without consulting an agency. Black Creative Studio will partner with your company to create your brand. If you’re interested in a discussing how Black Creative Studio can help your company, email us to set up a free consultation. 


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