Brand Voice Versus Brand Behaviour
As marketers, we’re responsible for the voice of our brands. We spend our days crafting messages, visuals and strategies. We generate leads, build customer loyalty and influence brand perceptions. I think it's fair to say that we have a decent amount of influence over these elements within our business or the clients we represent.
Brand behaviour, however, is determined by the collective actions of every single person that represents your brand. This cannot be controlled by any single person or department.
Businesses often spend an incredible amount of time and money in crafting their brand voice, only to be let down by their brand’s behaviour. Brand voice is all about what you say, brand behaviour is all about what you do. If the two don’t match, it is only a matter of time before your customers start to call you out on it. Recently, I heard a fantastic analogy that I felt summed this up incredibly well.
Imagine running a bath without the plug in. No matter how much water the tap releases, the bath is never going to fill up. Think of marketing as the tap, water as the leads and customer experience as the plug. Clever, well thought out and well executed marketing can generate all the leads in the world, but those leads will go straight down the drain after the first interaction if your brand behaviour doesn’t match your brand voice.
You might get away with it once or twice, but if your Customer Experience is poor, those leads won’t turn into lifetime customers. And remember, it is a lot more cost effective to retain current customers than it is to find news ones.
Customer experience is fast surpassing price and product as the key differentiator for modern day customers. More and more customers are choosing to buy based on experiences, not products. So, my question to you is, what would you rate your Customer Experience out of 10? And what would you like it to be in 12 months?