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How your brand identity improves the mobile consumer experience

Technology has forever changed the relationship between brands and consumers. Consumers have high expectations from brands they choose to give their business, and brands are capable of producing content that’s more captivating to their audiences than ever before.

This relationship has developed into a two-way street. Brands must communicate content to their prospective buyers, and consumers must engage with that content to naturally move through the buying journey.

The piece of technology that’s arguably most responsible for the development of this relationship is mobile technology. Mobile devices give consumers access to social or digital channels where they directly consume content from brands pushing helpful or entertaining promotions to their core audiences.

It all sounds fairly promising, right?

Unfortunately, there are a few logistical challenges with mobile behavior. There are so many brands competing for people’s attention with very little available real estate. The screen on a mobile device is limited in size and scale, leaving little room for branded content promotions.

To ensure your brand’s content makes the right impact, you need to make it stand out from all of your competition. That means developing a strong visual brand identity and creating consistently on-brand visual content that helps people immediately recognize your brand.

Mobile decides if people engage with your brand

The simplicity of mobile behavior means content is accessible with a simple press of an app.

Every single social user follows hundreds of both people and brands. Updates could be shared by any or all of those social accounts, potentially generating thousands of updates in mobile news feeds each and every day.

It’s no surprise that people are often overwhelmed by the amount of content that appears in their mobile news feeds. The sheer volume of information, coupled with the fact that the average human attention span is under 10 seconds long means consumers only process a finite amount of content in a given day.

Jason Spero, Google’s Vice President of Performance Media, has conducted research on modern consumer behavior. His insights, published on Think with Google, illustrate what types of experiences consumers expect from brands.

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There are a few implied takeaways from these consumer insights. The most important nuggets are that people want fast, customized experiences that constantly intrigue their busy minds. They want to feel like they know your brand; that they can connect with your mission on a personal level.

All of these habits reinforce the importance of a strong visual brand identity.

Make your visual content easy to process

When people say they want your brand to help them faster, they’re telling you that they want clear and concise answers from your content. They don’t want to spend time deciphering through your content to understand the meaning of your message.

This is a byproduct of technology and its impact on our everyday lives. Spero brilliantly summarizes this behavior within his article.

As technology enables faster experiences, consumers are growing impatient. Their willingness to wait is declining and, as a result, consumers are shifting their thinking from, “Who does it best?” to “Who does it best now?”
— Jason Spero, Vice President Performance Media, Google

We’ve alluded to the typical mobile experience when a consumer taps on one of their favorite social apps. They automatically enter a stream of content highlighting the latest updates shared by thousands of different providers.

This is how thumb scrolling behavior impacts the reach and influence of your brand’s content. People swiftly scroll through all of this content without distinguishing one provider from any of the others. It’s very easy for your brand’s content to get lost in the clutter as your consumers scroll for the most eye-catching updates.

A custom visual identity that’s bright, bold, unique and consistent ensures all of your content is designed to capture people’s eyes. If you can make your content stand out from all other updates competing for limited mobile real estate space, you’ll motivate your target audience to stop scrolling through their feeds and take an interest in your brand.

Motivate people to recommend your brand

If people feel comfortable connecting to your content, they’re more likely to engage with your brand. When they engage with your brand, they should remember the experience.

If the experience is a positive one, they’re more likely to recommend your brand to friends or followers who share similar interests to their own. These types of personalized referrals are critical to organically expanding the size and scale of your loyal followers.

According to Google’s “How brand experiences inspire consumer action,” the experience you provide your mobile audience increases the potential for more consumers.

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A custom visual brand identity shows your core network of followers the personality behind your brand. You can use certain angles, styles, colors, and other creative nuances to demonstrate the similarities between your brand’s identity and your consumers’ identities.

Personalizing your content allows both brand and consumer to connect through a series of shared values. A value-based approach to content marketing allows both sides to develop trust and build a sustainable nurturing relationship.

When people become loyal to your brand and trust in your shared values, they’ll naturally share your content and expand your brand’s visibility. People will see those shares in their own mobile news feeds, and so the cycle begins again.

Empower people to return to your brand

Of course, earning new referrals from your current customers is very important to your success. But equally important, if not more-so, is empowering your existing customers to do business with your brand again.

The mobile consumer experience extends beyond the point of purchase. You need to retain your buyer’s attention with creative and interesting content, thereby encouraging them to remain engaged with your brand.

Consistent experiences, before and after a purchase, are what your customers expect.

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These are very interesting numbers. Up to 62% of people expect the brands they do business with to provide consistent experiences, but only 42% of people say that brands effectively deliver on those expectations.

If your buyers can’t identify your content in their mobile news feeds, post-purchase, they’re no longer engaged with your brand. According to the data, if they feel like they can’t engage with your brand, it reduces the likelihood that they’ll become repeat customers.

A strong and consistent visual brand identity reduces the potential for these missed engagement opportunities. Content that aligns with a structured series of creative guidelines and nuances maintains a similar look before and after a consumer chooses to buy your products.

Content that looks consistent is familiar to your buyers. Familiarity reinforces the notion of trust and dependability. When people trust your brand, they’ll purchase from your brand.

 

A strong brand identity ensures content consistently provides value to the consumer experience in custom and unique formats. Download our eBook on "Why you need custom content to improve engagement on your marketing channels" for a thorough guide on how custom visual content improves audience engagement.