To succeed in a competitive environment, brands need to operate seamlessly across every stage of the customer journey. Consider: 90% of customers expect a cohesive experience across all channels.
Take Nike, for example, a brand that has mastered the art of remaining relevant, accessible, and memorable—even beyond its collaborations with star athletes. The brand achieves peak visibility and stickiness by staying deeply attuned to what consumers care about and applying those learnings across every aspect of its business.
How can your brand become the Nike of its category? We've identified four dimensions that illuminate your brand's strengths, reveal growth opportunities, and pave the way for a dominant market presence.
Visibility: Are People Seeing Your Brand First?
Brand visibility goes beyond awareness—it lays the groundwork for a successful buyer journey. One thing's for sure: 50% of consumers are more inclined to purchase products from brands they recognize. Whether through consistent social engagement or strategic paid campaigns to expand reach, a leveled approach keeps your brand top of mind for current and potential customers. In a crowded market, visibility can be the pivotal factor between growth and stagnation.
Take the first step toward a synced brand by solidifying visibility. Reflect on your strategy: Are your social posts driving meaningful engagement? Is your brand easily discoverable on key search engines, and do your ads reach the right audience at the right time?
Relevance: Does Your Brand Stand Out Enough To Warrant Attention?
Visibility is the starting point; brands must cultivate trust and relevance to transform attention into action. Adobe research reveals that 70% of consumers are more likely to buy from trusted brands and may abandon the ones they don't, highlighting the need for credible messaging. A strong brand presence and positive reputation attract attention, foster long-term loyalty, and deepen audience connections by effectively communicating your brand's values and consistently delivering on promises.
If your efforts aren't resonating, consider this: 75% of consumers will purchase a product from a brand they trust, even if it's not the cheapest option available. Don't let your brand fall behind by asking: Are you addressing customer pain points in your messaging? Is your content visually consistent across platforms, and does it genuinely reflect your brand's values?
Purchase Accessibility: Are There Breakdowns in the Shopping Experience?
A seamless shopping experience across platforms is crucial for current and potential customers. Beyond a brand's website, establishing a presence in retail and on marketplaces like Amazon allows brands to capture a wider audience and place them where users will likely start their product searches when they're ready to buy. Notably, 33% of consumers begin product searches on retailer websites and 25% start on other marketplaces like Amazon. This data underscores the importance of prioritizing visibility in both online and offline channels.
Any purchasing disruption can lead to lost sales and damaged brand perception. If you're not seeing desired sales, evaluate the health of your purchasing channels. Are your products easy to find across platforms? Are your product listings consistent in quality, regardless of the channel or retailer?
Retention: How Likely Are Customers To Return?
Customer loyalty hinges on a positive post-purchase experience, encouraging repeat purchases and restarting the buyer journey. For those questioning post-purchase efforts, a Sorted survey found that 93% of consumers consider the process crucial. How your brand engages with customers after a sale can strengthen long-term relationships, leading to repeat business. Initiatives such as loyalty programs, informative blogs, and updates about new products are important, especially since 68% of consumers follow brands on social media to stay informed about new offerings.
Building lasting loyalty requires refining your post-purchase strategy to ensure customers feel valued beyond the initial purchase. Reflect on your approach: Do you regularly engage customers after their first purchase? Are loyalty programs, follow-up emails, or newsletters part of your post-purchase strategy?
It's Time for Your Brand To Take the Next Step.
The dimensions of visibility, relevance, purchase accessibility, and retention are key indicators of a brand's overall health. Together, they form a cohesive presence that attracts, engages, and retains customers. If your brand is struggling in any of these areas, it may be time to dig deeper into the ins and outs of your brand along with your top competitors.
Unlock your brand's full potential by understanding where you stand from our experts and see how your brand measures up against competitors. Take the next step forward toward a more synchronized brand—click here to begin.
