Does Your Company Deliver Satisfying Brand Interactions?

By on August 29, 2018

Brand interactions are key to your company’s long-term success. But what exactly does the term brand interactions mean? And how can you measure the success of your brand interactions and ensure you are delivering the best possible experience?

 Image Source: 2012andmysteries

 What is Brand Interaction?

Brand interaction refers to the process of forming emotional or rational attachments between a consumer and a brand. It happens whenever a consumer interacts with a brand in both the digital and real world.

For example, every time a potential customer visits your website, visits your store, calls your customer service helpline, searches your FAQ page for assistance or views something you posted on Instagram, they consciously or subconsciously form some sort of opinion about your company. It is the combination of these experiences, big or small, that forms their overall impression of your company and ultimately decides whether or not they will use your services or products. 

Why is Brand Interaction important?

Delivering positive and satisfying brand interactions is the key to converting new customers and retaining your existing client base. It should also be a significant part of your overall marketing strategy.

Let’s think about Google as an example. Have you ever noticed Google being advertised on TV or otherwise? Probably not. A large part of Google’s success came from positive brand interactions and word of mouth. Every time you use Google to find the answer to a question or help you find your nearest supermarket or gas station, a positive impression is made. You then use this service again and again, suggest it to friends and colleagues and the brand’s positive reputation is cemented in your mind and eventually dominates the market. 

Brand Interaction and Social Media

Social media has redefined how we approach brand interaction. These days, consumers have access to brands and products on a constant basis and companies must, therefore, compete for their attention. Providing social media users with useful, meaningful or memorable content, whether it’s a funny video, image, GIF or an insightful article, is paramount.

Consumers are constantly forming opinions about various brands and products and these opinions are continuously subject to change. Delivering positive and satisfying brand interaction on a regular basis is key to your brand’s success. 

How can I measure my Brand Interaction? 

Keeping track of your brand interaction is important in order to understand how you are perceived by your existing customers and potential new customers. There are many ways of doing this.

One way of measuring your brand interaction is by tracking the number of clicks per social media post. If you posted an article on Facebook, how many people clicked on the link and read the article? Measure this by how many people the article “reached” (i.e how many people would have seen it on their NewsFeed). This will help you understand how relevant your content is and whether your potential customers appreciate it.

You can further measure this by tracking how many of these clicks turn into leads or actual customers. This will show you how engaging and persuasive your actual content is as opposed to the title and meta description provided on the link. After all, a thousand people clicking on a link to an article is great, but if a thousand people then abandon it ten seconds later without absorbing the information or learning about your brand or product, it’s not ultimately a positive brand interaction.

Another way of measuring your brand interactions is by keeping track of comments and feedback by users on your site or blog. Not only are these responses useful for you in terms of streamlining and improving your services, but they are also key to your reputation amongst consumers. One negative comment amongst a hundred good ones could deter potential customers. Addressing concerns and responding to both positive and negative feedback is key to keeping customers happy and upholding your good reputation. Brand interaction is a dialogue after all. 

How can I improve my Brand Interaction?

Social media is definitely a key player when it comes to Brand Interaction. With a huge amount of the population constantly glued to their smartphones, you have 24/7 access to a massive audience who are keen to interact. Play to your strengths when it comes to social media and choose your channels carefully. For example, if you are a video production company, use channels like Instagram of Facebook that allow you to impress users and showcase your videos.

 Image Source: Squarespace.com

Don’t be afraid to encourage feedback and make things interactive. Brand interaction is a collaboration between you and your potential customers. Invite users to comment on your social media posts, create content that requires them to vote on a topic and engage them in competitions.

But Brand Interaction is about far more than just social media. Understanding that every single thing you do contributes to your brand interaction is key to your success. From your face to face customer service to your call centres and delivery methods, every time you engage with a customer is a form of brand interaction. 

Keeping every interaction positive will build a solid reputation and encourage users to recommend you to their friends and colleagues. Don’t underestimate the power of a positive experience shared through word of mouth!

About Craig Evans

My name is Craig Evans. I am a finance fanatic and tech junkie based in Sydney, Australia. I like to impart my knowledge and share insights on the latest business industry news, marketing and leadership tips.
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