3 Takeaways Looking Ahead to "The Future of Brands"
3 Takeaways Looking Ahead to "The Future of Brands"
The "Future of Brands" campaign delved into research on what makes a brand successful and connected with its community. Here are the key takeaways:
Important Factors to Customers
The most important factors to customers surveyed were quality and customer service. Other factors that were considered pretty important included price, company values, and engagement with their following. Sustainability options, engagement with social issues, and being on trend or having an aesthetic slightly split the board for these customers.
Customer's Favorite Brands
The favorite company of those surveyed was primarily chosen because of the product, followed by a split between their aesthetic and company values. Community engagement was low on the list. Most followed their favorite brand on more than one social account, with Instagram being the main account to follow brands. When asked what they wished brands did more of, respondents wanted brands to create more community, innovate new products, and engage with their audience.
What Makes a Brand Feel More Human
When asked what makes a brand feel more human, respondents mentioned the type of content they post, community initiatives they host, and the brand's relatability. Other factors included human language in their copywriting, amazing customer service experience, finding ways to relate to the consumer more and improve their product based off that, and more personal interaction with customers.
Key Points by the Numbers
When asked what they wished brands did more of, respondents wanted brands to create more community (46.7%), innovate new products (26.7%), and engage with their audience (13.3%).
When asked what makes customers feel connected to a brand, 33.3% said the content they post, 26.7% said storytelling, and 13.3% said it was either emotional or fitting their aesthetic.
60% of people feel most connected to a brand through storytelling in the content they post.
80% of people follow their favorite brands through Instagram, which is also the app they spend the most time on.
40% stated that the product of their favorite brand is their biggest reason to fandom.
The research in this campaign provides valuable insights on what customers value and what makes a brand feel more human. Brands should focus on creating quality products, offering excellent customer service, and engaging with their audience through storytelling and community initiatives.