Brand Strategy

How Your Branding Affects How Customers Value Your Product

April 1, 2022

Brands influence consumer behaviour by aligning with the customer's self-image. When a brand clicks with a prospect's belief of themselves caring about green products, for example, they are more likely to be loyal to that company.

Advertising copy and imagery that closely portrays what a customer expects to experience can significantly impact their purchasing decisions.

Customers are more likely to be loyal to a brand if they can identify with the company's values. Regarding customer perception, consumers will attach to brands possessing characteristics that are most meaningful to them.

Read this article from the branding agency Sydney experts to learn more about how brand image and consumer behaviour are intrinsically linked.

Brand Perception

Effective branding is critical in a crowded marketplace like the online sphere. Companies that do not stand out have little chance of attracting new customers and face losing existing ones to competitors.

When you work with branding Agency Sydney professionals, the focus will be on creating value by matching your products with the values and characteristics your prospects crave. Great branding is more than just a logo. It's a complete narrative of your company's core values and what it stands for.

When these brand features are in sync with the values of your target audience, they will value and trust your products or services more than your competitors.

According to this branding infographic from Business 2 Community,  attributes that have the most influence over how much value a customer will subscribe to a brand include:

  • Trustworthiness - 31%
  • Creativeness - 29%
  • Intelligence - 23%
  • Authenticity - 22%
  • Confidence - 21%

How to Create Effective Branding

The sales process begins when a person realizes they have a need, such as a problem that needs solving, like purchasing a new laptop or food processor.

The next step in the sales journey is to search for organizations to provide a solution that will work best for their situation.

Many of these transactions can be broken down into one of two scenarios:

  • They will buy the same brand because they were satisfied in the past
  • They may look for other options because they were not completely happy with the previous product

Brand image plays a pivotal role during the sales process, and whether the customer returns to your company or looks further afield will depend on how well established your branding is in the marketplace.

Price is not always a factor. For example, Apple did not become the dominant player in the smartphone market because they sell the cheapest product. They appeal to consumers because they have spent billions creating a brand image that portrays reliability and products that are easy to use.

Influence By Peers

When consumers see that peers, such as relatives or friends, are happy with a product or service, they are more likely to trust that brand. The trust extends to the brand in general, which means they are more likely to purchase even if they are not buying the same product.

Does your brand appeal to your target audience to favourably influence how much value they place on your products or services? If not, get in touch with a branding agency in Sydney today and start creating a brand presence that will help your company stand out.