The Key to Consistent Branding

There are plenty of ways for a company to boost sales. They can conduct more aggressive advertising, create a stronger social media presence, and release higher quality products. However, all of these methods fall under the umbrella term of creating a more consistent brand. A brand encompasses a company’s mission, culture, customer experience, and overall reputation—everything that customers interact with on a regular basis. It is important for a company to focus on differentiating themselves from the competition and instilling a sense of hyper-personalization in their customer’s eyes.

Hyper-personalization is all about curating each customer’s experience so that their attention is fully captured and driven away from all other competitors. There is no “one size fits all” when dealing with different customer segments. That is when artificial intelligence (AI) steps in- it is able to use real time data, along with browsing and purchasing history, to deliver personalized recommendations and ads to customers. There are a lot of steps in the personalization process, but predictive personalization is the most elaborate and highest-revenue producing method. 

Big brands have already embraced these AI-power customization methods. For example, customers of Netflix largely depend on recommendations that are tailored to them based on their past viewing choices. Starbucks reports that the use of personalization algorithms in their loyalty reward programs increases their incremental revenue threefold. Amazon claims that when certain products are promoted through customized email campaigns, the conversion rate rises by 35%.

These success stories demonstrate how sales may be effectively increased through more consistent branding and a greater focus on personalizing customer experiences. Businesses are able to surpass expectations by using AI to develop individualized marketing and product suggestions for each customer. These customers ultimately desire consistency in a brand image to prevent feeling isolated from the companies they wish to support, so a company is behooved to make this a priority.