In the age of personalization, we, as consumers, are demanding a more personalized and genuine approach from the companies and firms that we do business with. Increasingly consumers select the companies and firms that meet us at our level, on our time constraints, in the medium we prefer, and in a manner that speaks to us as individuals.
A brand’s primary function is to reduce our anxiety in making choices. At its most basic level, a brand is a recognizable badge that provides a promise of performance. It speaks to your clients about why they should select your services from a sea of similar providers.
At Cubicle Fugitive, we recommend that firms should think about how to evolve their messaging to speak directly to the needs and wants of key individuals (or microsegments) in their market. Clients want to be understood, have their expectations met, and to be treated as individuals.
To align and support the long-term strategy of their organization, brands need to place the client as the core focus of all service offerings, messaging, and engagement. Client involvement, feedback, and co-creation of services are integral to a microbranding strategy.