bMighty

Positive Branding and the Customer Experience in Purchasing
March 27, 2008

By Nilofer Merchant

What is it like to buy your product? If a smaller business manages the purchasing experience well, the reward is not only a loyal customer who buys again and is your advocate but also a polishing of your brand. Here’s how…

When some people think of the term “brand,” they may think of the stuff that a PR or a corporate marketing team does to create a tag line. They might think of the pretty slicks full of marketing language that “position” the company. But a brand is (and I know you readers have heard me say this before, so my apologies for being redundant!) more than the fluff. And for small and midsize businesses in highly competitive markets, clear branding helps differentiate your products from your competitors’.

The original publication can be found at this link.

Tags: brand, buying experience, customer expectations, loyalty, midsize business, packaging, small business
Practice: Deliver