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8 Branding Tips to Build Lasting Customer Relationships

September 27, 2023

branding tips

Building connections with your customers isn't just a strategy for small businesses.

It's about forging a vibrant community, uniting like-minded individuals, and carving out your niche. Your brand's resonance with people is the key to your success.

Brands that master the art of nurturing strong customer relationships reap the rewards: unwavering loyalty, sky-high retention rates, and glowing word-of-mouth referrals.

There's no one-size-fits-all solution here; whether you run a small store or provide services, your business is unique and deserves a tailored approach. In this guide, we're spilling eight tips to help your brand create lasting, meaningful customer bonds.

Can branding really improve customer relationships?

Your brand's identity and how it communicates are crucial. Creating effective brand awareness isn't just about a cool logo or a catchy slogan. It's about the entire customer journey, from the first impression to ongoing interactions.

Before we dive into the tips, remember that customers are the lifeblood of your brand. Why did you start your business? Who was it for? What void did you aim to fill? Your customers likely share your passion or desire – so tap into that. 

They're not just transactions; they're real people with unique needs, preferences, and emotions. To build a thriving brand, you must connect with them on a personal level.

Trust, loyalty, emotional connections, and consistent awesome experiences are what keep people coming back for more. Folks tend to stick with brands they've got a real bond with, even if there are lookalike products or services out there.

Why should brands care about their customers?

Business is a two-way street, and by delivering excellent customer service, 93% of people are more likely to return for future purchases. Brands prioritize their relationships because it's a smart business move. Valued customers are loyal and spread the word, boosting the bottom line.

Customer care equals higher retention, positive word-of-mouth, and industry success. When they’re happy, watch them turn into brand champions, fueling organic growth. 

Building customer relationships, one step at a time

Wondering where to even start when it comes to forging new relationships? It's not about grand overhauls. It's those tiny, thoughtful moves and keeping at it that packs the real punch.

Hit the mark with your audience by getting to know them inside out. Improve customer understanding, gain a competitive edge, and enable informed decision-making for growth and efficiency by delving deep into market research, capturing customer feedback, and staying in tune with trends.

  • Know your customers: Get to know your customers really well. Understand their age, interests, and how they behave when making a purchase decision. This helps you offer what they really want.
  • Check out your industry: Keep an eye on what's happening in your field. Learn about new ideas, products, and what other businesses like yours are doing. This helps you stay competitive.
  • Watch your competition: Look at what other businesses similar to yours are up to. What are they doing well? What could you do better? Learning from them can make your business stronger.
  • Listen to customer reviews: Pay attention to what your customers are saying about your business. Reviews can tell you what you're doing right and where you might need to improve.

As you get to know them better, you'll also unlock what makes your brand special. Watch it grow over time – identity, messaging, and values, all in sync with your brand community.

Brand loyal customers

Customers who consistently prefer your brand over competitors often become brand ambassadors. About 83% of influencers are willing to collaborate with a business for free if they genuinely love the brand or find it highly valuable. 

Moreover, it's not always necessary to rely on influencers; satisfied customers often spread positive word-of-mouth, which in turn brings in leads by influencing others to try your business.

Brand loyalty isn't just important. It's a must-have for businesses, with 77% of customers maintaining long-term relationships with brands they like for a decade or more.

By nailing consistent quality, top-notch service, and unforgettable brand experiences, people will fall in love with your brand. It's the key to long-lasting customer relationships, higher customer lifetime value, and outshining the competition.

8 branding tips for small businesses to help you get started 

Now, let's get into the practical actions. Small businesses, you've got this. We're about to share some tips to help step up your branding and start to really click with your customers.

1. Define your brand identity

Be the experienced, niche-obsessed superstar of your industry. Spell out your brand's values and mission loud and clear so folks know what you're all about. As the go-to guru in your industry, customers will trust your brand more, looking for tailor-made solutions. 

The first step in doing that is shaping your brand identity.

Brand identity is the unique visual, emotional, and symbolic representation of a brand that distinguishes it from competitors and communicates its essence to consumers.

Here’s how to craft yours:




Brand name

The name of your brand.

Nike, Apple, Coca-Cola

Brand logo

Visual representation of your brand.

Apple's bitten apple, Nike's swoosh

Brand colors

Primary and secondary colors associated with your brand.

Coca-Cola: red, white

Brand fonts

Typography styles used in your branding materials.

Google: Product Sans, Nike: Futura

Brand voice

Tone and personality in written and spoken content.

Friendly, professional, humorous

Brand values

Core principles and beliefs that guide your brand.

Sustainability, innovation

Brand mission

The overarching purpose or reason for your brand's existence.

Tesla: Accelerating the world's transition to sustainable energy.

Target audience

Your brand's target audience is the specific group of people you aim to reach, which can be highly specialized based on your industry or business.

Millennials, tech enthusiasts

Unique selling proposition (USP)

What distinguishes your brand from competitors? USPs can vary greatly depending on the type of business.

Volvo: Safety, Apple: Innovation

Brand personality

The human traits or characteristics associated with your brand.

Authentic, adventurous, reliable

Brand story

The narrative that defines your brand's history and journey. It's not always easy to describe in just a few words, but it's a part of your business's beliefs, interactions, and messages.

Started in a garage, family-owned

Brand associations

These are what your brand is known for, including qualities, perceptions, and experiences that shape consumer choices and brand image.

Disney: Magic, Starbucks: Coffee

Checking these off your list helps achieve consistent branding across your business. While some items are directly influenced by the business owner, others may depend on external factors. But maintaining consistency in areas you can control is key to a lasting brand impression.

A well-defined brand not only sets expectations for your team and customers but also encourages a sense of belonging and weaves a compelling narrative over time.

Know your target audience 

Understanding your audience inside out means your branding game is on point. And then you can tailor it to their tastes and needs.

Follow these steps to help get the bigger picture:

  • Conduct market research (demographics, psychographics, behavior) and analyze the industry, competitors, and customer reviews.
  • Develop customer personas to humanize your audience and tailor messaging.
  • Segment your audience based on shared characteristics and behaviors.
  • Collect feedback through surveys, interviews, and social media.
  • Study competitors to pinpoint their strengths and weaknesses, helping uncover unmet customer needs and market gaps. 
  • Monitor social media for industry mentions and sentiments.
  • Analyze website traffic data with tools like Google Analytics to discover traffic sources, audience demographics, and average session duration.
  • Experiment with A/B testing for data-driven decisions.
  • Create a customer journey map to improve the customer experience.
  • Stay updated through ongoing research and monitoring.

To truly connect with customers, tune in and be in sync with your target audience. Get inside their heads, and understand what makes them tick. Then you can craft a message and mission that's a perfect match. It's all about hitting that sweet spot.

2. Craft a memorable brand face

Memorable visuals, like a killer logo, are crucial to brand recognition. But it’s only the start. Choose colors and fonts that highlight your brand's personality. These optics should be relayed in a brand voice that matches your values and audience. 

Your personality should be relatable, which means it resonates with your target audience's aspirations and values. While it doesn't need to mirror them directly, this relatability allows customers to see some part of themselves in your business. 

Stick to your brand style in visuals and messaging to create a strong connection, ensuring they feel understood and valued.

Remember to create your brand face, you’ll need:

  • Clear identity: Define your brand's mission, vision, and values
  • Unique visuals: Create a distinctive logo and design style
  • Consistent messaging: Maintain a uniform brand voice
  • Know your audience: Understand your target market deeply
  • Authenticity: Stay true to your brand's identity and values
  • Quality offerings: Deliver consistent high-quality services.
  • Emotional connection: Build genuine connections with your audience

Ensure clarity across all customer touchpoints: website, online booking page, social media, physical store, and any other interaction points with your business.

Consistent branding

Why does it matter? Because inconsistency can confuse your customers and water down your message. But when you stick to a consistent look and feel, magic happens: Recognition and trust start to blossom.

Consistent branding can boost revenue by up to 20%. When a business looks and sounds the same across all interactions, customers find it more dependable and easier to remember.

Create brand guidelines that lay out how your brand should look and speak. These are a set of rules and standards that define how your visual and verbal identity should be consistently presented across all media. They are crucial for maintaining brand consistency and cultivating recognition among audiences.

Then, ensure your team is on board and sticks to them.

3. Share your story

Unforgettable brands leave a lasting mark on customers' hearts and minds. To achieve this, prioritize storytelling. It’s what people resonate with most, and it’s the foundation of memorable branding. You stay true to your brand's values and consistently deliver on promises.

Emphasizing your brand's values and mission in both your messaging and actions allows customers to forge a meaningful connection with a greater purpose.

A captivating brand story fosters emotional engagement, establishing a connection that transcends your services. Be authentic, tell your story, and leave a lasting impression.

Emotion-driven storytelling, not marketplace branding

Prioritizing emotion-driven storytelling over marketplace listings is essential for building connections with customers. Feelings play a pivotal role in brand storytelling, forming personal bonds with your audience. Don't give up control of your narrative.

Craft stories that evoke joy, empathy, or inspiration to create lasting connections. Consider the emotions that your brand naturally elicits and capitalize on them. Here are some inspiring examples:

  • Spotify's "Wrapped" campaign shares personalized yearly music stats, making users feel nostalgic and connected to the platform. People often share their results on social media, boosting Spotify's popularity.
  • Pampers' "Thank You, Mom" campaign, especially during the Olympics, celebrated motherhood and the role of moms in raising successful athletes. It connects with emotions like love and gratitude, strengthening customer loyalty.
  • Dove's "Real Beauty" campaign challenged beauty norms by showcasing diverse women in ads. It promotes self-acceptance and body positivity, resonating with consumers.

Using something like an online marketplace often strips back your branding, voice, and story. These websites don't always let you share your values and mission effectively. This can make it hard to create a strong emotional connection with customers beyond just what you’re selling. 

Small businesses should remember this and find ways to tell their brand story independently. Marketplaces can help attract more leads, but you want customers to remember your brand, not the marketplaces’.

Authenticity is key

Eighty-eight percent of consumers prioritize authenticity in choosing and supporting brands. But why is that? It develops credibility. Brands seen as credible and authentic win loyal fans and advocates.

Authenticity means being genuine, transparent, and staying true to your brand's identity and values. Never waver in conveying your brand's unique essence in every customer interaction. 

4. Build trust and loyalty 

Trust is the cornerstone of every customer relationship. It's built on transparency and ethical behavior. When people trust your brand, they become loyal and recommend it to others. You can show your faith in your business by sharing good reviews and customer testimonials.

To strengthen your bond with customers, consider showcasing your team on your booking page or website when selling your services online. Whether your team consists of barbers, tutors, or salon workers, detailed profiles with listed expertise and photos can help customers connect with their preferred service providers. 

Additionally, consider corporate social responsibility (CSR) initiatives that align with your values, benefiting society and the environment while amplifying your commitment to making a positive impact beyond your core business.

Create tailored brand loyalty programs 

Loyalty programs benefit both customers and brands. They provide rewards to customers and encourage repeat business for brands. To create an effective loyalty program, consider different types that match your brand and customer preferences. 

Customize these programs based on individual customer behavior and preferences to maximize their impact. Don’t limit yourself to sales or discounts, you can even throw a loyalty event for those brand ambassadors who consistently sing your praises. 

5. Powered by word-of-mouth

While online marketplaces can provide exposure, it’s essential to recognize that 90% of people trust recommended brands, even from strangers. Word-of-mouth recommendations from satisfied customers strongly influence purchase decisions. 

Creating a strong brand, delivering positive experiences, and encouraging customer referrals can build a loyal customer base, often more valuable than relying solely on an online marketplace. Displaying testimonials, ratings, and endorsements on your booking page, website, or social media helps boost brand credibility.

Exceptional customer service

Exceptional customer service plays a key role in building strong customer relationships. It impacts brand image, retention, and the likelihood of being recommended to others.

Here's why:

  • Transforming dissatisfaction into advocacy: Effectively addressing customer complaints and concerns can work wonders. By resolving issues promptly and exceeding their expectations, you not only retain their business but also gain their loyalty and advocacy.
  • Building stronger connections: Personalization is the magic ingredient that makes customers feel truly valued and appreciated. By tailoring your interactions and offerings to their individual preferences and needs, you create a deeper emotional connection. 
  • Spreading positive word-of-mouth: Exceptional service isn't just memorable; it's shareable. Satisfied customers are more likely to sing your praises to friends, family, and colleagues. Their positive word-of-mouth recommendations can significantly boost your brand's reputation and attract new customers.

6. Connect with your audience 

Every social media platform has its own unique user base and preferences. To optimize your content strategy, it's crucial to grasp these distinctions. Tailoring your content to align with your audience's interests, challenges, and goals is essential. 

Additionally, actively monitoring social media discussions and promptly engaging with customer feedback showcases your brand's commitment to customer satisfaction.

Using social media data and talking with customers on these platforms can really help your brand grow. Each social media site has its own users with different likes and needs. Understand these differences and make content that fits your audience. 

Also, it's crucial to keep an eye on what people are saying on social media and reply to them quickly. This shows that your brand cares about its customers. It's a good way to make people like your brand more and adapt to their changing needs.

Making your own social media strategy could give you a clear path to work towards your goals. 

Social media engagement

Boost engagement through contests, polls, and interactive posts. Cultivate a community by prompting customers to engage with your brand and each other.

Here are some brands that really nailed it:

  • Oreo's daily twist: In 2012, Oreo celebrated its 100th anniversary by posting creative daily pictures of its cookies on social media for 100 days. These pictures related to current events or fun ideas.
    Fans loved it because they could suggest ideas, and some were featured. This made people feel like part of Oreo's story.
  • GoPro's user-generated content (UGC) campaign: GoPro, the action camera maker, asked customers to share their amazing videos and photos taken with GoPro cameras using #GoPro. 
    This worked because it celebrated user creativity and formed a lively online community. GoPro also rewarded contributors, strengthening their connections.
  • Charity: Water's birthday campaign: Charity: Water, a nonprofit, runs a special birthday campaign. Instead of gifts, people ask friends to donate to Charity: Water through social media. 
    This campaign builds bonds with donors, turns birthdays into a way to help, and keeps supporters informed about the impact of their donations.

Whether it’s Facebook, Instagram, or TikTok, capture those leads with a “book now” button that leads to your booking page, or ensure customers have a direct route to buying from your business. Convenience becomes a staple your brand is known for.

7. Create a brand community 

Brand communities are groups of customers who share a strong connection with a specific brand. This bond is so deep that 66% of businesses claim it helps retain customers. These communities revolve around common interests, values, or experiences related to the brand. 

They're built through social media, forums, events, or other interactive channels, helping foster customer loyalty, word-of-mouth marketing, and valuable feedback for the brand:

  • Definition: A brand community is a group of people who share a passion for your brand and interact with each other and your brand.
  • Platform choice: Decide if your community will be online (forums, social media groups) or offline (events, meetups) based on your brand and audience.
  • Active participation: Encourage members to engage actively by asking questions, starting discussions, and recognizing their contributions.
  • Building relationships: Promote connections among members by encouraging them to share experiences and collaborate.
  • Brand values: Use the community to reinforce your brand's values and mission through content and initiatives.
  • Sense of belonging: Cultivate a feeling of belonging among members to encourage commitment and advocacy.
  • Moderation and guidelines: Set clear rules and have moderators maintain a positive atmosphere.
  • Feedback and improvement: Gather feedback from members to refine your community and adapt your strategies.
  • Measuring success: Establish metrics (engagement, growth, sentiment) to gauge your community's impact and adjust accordingly.

Open two-way communication

It’s all about sparking candid conversations and feedback loops between customers and the brand. Cultivate an inclusive vibe that celebrates a rich tapestry of viewpoints and inputs. These communities create a lot of insights that fuel your evolution and innovation.

8. Continuously improve on feedback

Eighty-three percent of individuals express greater loyalty toward brands that address and successfully resolve their concerns. If you’re listening, you’re deepening relationships. 

Customer feedback is a valuable source of insights for brand improvement and innovation. To collect feedback, use surveys, online reviews, and social media monitoring. Act on these insights to make meaningful changes that align with customer preferences. Being responsive and transparent in handling their issues shows you’re a brand that cares.

Your brand, your story

In a nutshell, forging enduring customer connections via branding is a complex mission demanding a deep understanding of your audience, genuine communication, and an unwavering dedication to delivering exceptional experiences. 

With these eight branding tips, you can craft a brand story that strikes a chord with your audience, seamlessly weaves through diverse marketing channels, and constructs a devoted customer base that's here to stay.

Remember, it’s your story, and people want to hear it.

Learn more about brand awareness, how to build and measure it, and how it can help elevate your customer relationships.  

branding agencies
Elevate your brand

Branding agencies help create a strong brand representation and build lasting relationships.

branding agencies
Elevate your brand

Branding agencies help create a strong brand representation and build lasting relationships.

8 Branding Tips to Build Lasting Customer Relationships Discover 8 branding tips for your small business, understand your audience, address their needs, and craft your story.
Lee Shields Lee Shields is a Content Associate at Setmore – a free online scheduling platform that helps you connect better with your customers.

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