Marketing Glossary

Brand Engagement

Brand engagement is defined as the development of emotional bonds between customers and the brand.

What is Brand Engagement?

Brand engagement is the process of making people feel like they have a connection to a brand. These attachments may be rational or emotional, and they build up over time to make people more loyal to a brand. These steps help to make the brand stronger and make the customer experience better, too.

There are two types of brand engagement:.

  • External brand engagement: Also known as brand awareness, external brand engagement occurs when the general public interacts with a brand.
  • Internal brand engagement: Interaction between a brand’s internal stakeholders and its employees is known as “internal brand engagement.”

Please note: The management of a brand’s reputation relies heavily on the involvement of its consumers.

External Brand Engagement

Typically, when people hear the term “brand engagement,” they picture a customer-facing effort on behalf of the brand. This involves emotional attachment and brand loyalty fostered through customer experiences with your brand.

Touchpoints are the locations where customers interact with your brand after first seeing or hearing about it. These are just chances for people to get to know each other. These are some of the most typical points of contact for your brand:

  • Word-of-mouth from others
  • Online reviews
  • Public advertisements
  • Physical store
  • Social media presence
  • Website

By constructing a user journey map, you can typically detect these. When you design touchpoints that promote customer connection with your brand, you’re creating brand engagement.

Internal Brand Engagement

Have you ever attended a work function, earned corporate gifts, or participated in “team-building” exercises? All of these are examples of internal brand engagement mechanisms, where a bond is formed between suppliers, partners, investors, employees, intermediaries, or any other stakeholders.

It is inextricably linked to the formation of a company’s culture and assists in keeping all stakeholders aligned with the stated mission or commercial objectives. When your brand is well-developed, it pervades your organization and provides numerous benefits. Internal brand engagement:

  • Contributes to the development of the company’s story
  • Contributes to community development
  • Maintains the organization’s focus on its objectives or principles
  • Establishes a unified corporate culture
  • Reduces employee turnover
  • Enhances staff productivity

Actual Examples of Brand Engagement

It takes an average of six to eight touches before a consumer is ready to make a purchase, according to Salesforce research. That’s the number of times they’ll interact with your brand and the number of chances you have to build brand engagement. While there are countless ways to engage with a company, here are four of the most common:

Live Events

When used appropriately, live events have the potential to significantly boost customer loyalty to a business. By requiring attendees to be present at a specific location and time, live events not only foster a sense of exclusivity, but they also allow you to interact with your audience on a more personal level. This is the primary reason why 77% of marketers continue to employ them in digital marketing campaigns.

A live event in 2021 doesn’t necessarily entail a physical event. Virtual events are a terrific method to expand your brand’s reach beyond the confines of your local area while also demonstrating your commitment to social responsibility. brand engagement can be boosted by a variety of live events, including:

  • Proximity shopping or in-store demonstrations, particularly when they are accompanied by a human salesperson.
  • A gala, a charity dinner, or an auction.
  • Webinars or web conferences.

Interactive Advertisements

Ads don’t have to be a one-way street; in fact, they may be a two-way street. There are a variety of ways to get people involved with your brand right from the get-go, from creative commercials that prompt them to take action to dynamic displays that keep the material fresh.

When done correctly, signage, advertisements, and other promotional items can serve as vehicles for driving customer loyalty and brand loyalty. If you want to create interactive advertisments, you may also consider:

  • Evoke reactions like making someone laugh or angry in order to create an emotional connection.
  • Participating in scavenger hunt that brings viewers to a specific location.
  • Making quizzes that pique people’s interest and get them thinking.

Vouchers & Discount Codes

Everyone enjoys slashing their budgets. Customers are more likely to shop with you if you offer them discounts, coupons, and other forms of value-added incentives.

According to certain studies, buyers are more likely to stick with a brand if it offers frequent discounts. To put it another way, coupons and discounts show that you care more about the client than merely your bottom line. Discounts and coupons are available for the following items:

  • While subscribing to the company’s email or gaining access to a reward club.
  • Birthdays, anniversaries, and other special occasions are celebrated.
  • Reaching a certain spending threshold to unlock other incentives.

Social Media Engagement

Over the last several years, social media use has surged, with nearly nine out of ten customers making purchases from brands they follow on social media. Consequently, it is an ideal location for launching brand engagement efforts aimed at attracting and retaining customers.

However, all social media channels may be used in a variety of ways to increase brand engagement. Instagram, Facebook, Snapchat, or any other social media platform can benefit from one or more of the following:

  • Posting discussion-starting questions, quizzes, and other content.
  • User-generated content can be collected using certain hashtags.
  • Promotions and freebies.

Improve Brand Engagement by Following these 5 Best Practices

The management of a brand’s brand engagement is critical. Growing your brand, accessing new audiences, and providing better customer or employee experiences are all a result of getting it right. There are a few steps you must take, however. Make sure to:

  • Strengthen both your internal and external customer base’s commitment to your brand. Don’t obsess over one while neglecting the other. Engaged employees are more likely to help your brand succeed if you keep them motivated and happy.
  • The more you can personalize, the better off you are. 80 percent of customers want a more tailored purchasing experience, didn’t you know? In addition, personalization has been shown to enhance employee engagement by as much as 30%.
  • Real-time observation is the best way to learn about a person’s habits. Real-time observation will keep you up to date on market and consumer trends. This will speed up the process of optimizing the experience.
  • Having a clear picture of how your customers interact with your brand can allow you to improve your marketing strategy. Some of the touchpoints you’ll see may be specific to your company.
  • Determine your metrics before the project begins. Set up an engagement strategy to collect the data you’ll need to track your progress and determine your level of success.