The Refreshing Power of Positivity: Improving the Customer Brand Experience

It’s election season. This means many of us, okay all of us, are inundated with extreme, repetitive mud slinging and finger pointing. While negativity and monotony are used all too frequently in politics, it’s also regularly employed in business, which results in the taboo, negative customer experience.

Research shows, with overwhelming consensus, that a positive customer brand experience is crucial to build strong customer relationships, establish trust, and drive business growth. Remember, a brand is more than a logo; it’s the culmination of your identity and personality, transactions and behaviors, and how you engage your business’ values with your customers, employees, and community.

In 2023, the University of Pennsylvania found that people are more likely to remember and engage with brands that evoke positive feelings. This means that we’re more likely to buy a product if we associate it with good vibes… and we’re done with the downers and the bummer blah blahs. So – snap out of it and throw around some good vibes…and a little unicorn glitter. Take advantage of a positive approach and get the good times rollin’.

Find Your Happy Place

First things first. Discover what makes your brand smile, or snarl as in the case of Billy Idol. Show us your values and the problems you solve. And most importantly, tell us the story of the positive impact you make. This is about aligning your brand with the current market environment and your customer and employee expectations. As I mentioned, a well-executed, fresh, and relatable brand can increase awareness, improve customer loyalty, and drive sales.

Grab Your Pom Poms

Be then ultimate cheerleader for your customers and employees. Show genuine interest in their lives, celebrate their wins, and offer support. Salesforce, in 2023, found that customers are more likely to buy from brands that show they care.

Also, advocate for forward thinking. As a way to anticipate market trends, forward thinking will help you position your brand as a leader because you’ll have the adaptability, innovation, and resources in place that will keep everybody rooting for you.

Elicit Relatable Emotion

Your brand's look and feel should create a sense of emotion that relates your customer. Use colors, words, and images that evoke engagement and feeling. It’s well known that visually appealing content is more likely to be shared and remembered.

Consumers want to see themselves reflected in the brands they support. Therefore, you must understand your audience’s needs, values, and aspirations. You have to ensure your brand message resonates. In 2022, Sprout Social found that 71% of consumers are more likely to buy from a brand that aligns with their values. So, by being relatable, your brand can create a stronger emotional connection, leading to increased loyalty and advocacy.

Share the Love

Get involved within your community. Support local charities, participate in community events, and use your platform to make a positive impact. Socially responsible and activated brands are more supported by consumers - 2022 Cone Communications.

And… a little education also goes a long way. Share your expertise through articles, social media, and short-form videos. If you create educational content, tips and tricks, or simple how-tos that are both informative and engaging, your brand can build a more knowledgeable and loyal customer base.

Nobody wants to do business with a Debbie Downer. Positive branding helps build trust and loyalty. Instead of focusing on problems, show that your business is a solution, creates positive experience, benefits your community, or just makes life a bit better altogether – because we all could use some of that good juju.

-PJ, Chief Creative