When people think about your brand, what comes to mind? If you don’t focus on offering a quality product, service and experience, you may not like the answer. Your brand image is tied to many different factors, so doing a quality check can ensure you put out the persona you desire.
Why Is Quality Important for a Brand?
Source: https://www.marketingcharts.com/brand-related/brand-metrics-225684
In a survey of 1,943 global marketing professionals with budgets of $1 million or more, the majority ranked brand awareness as the number one thing they want to work on. However, people knowing your brand name isn’t always a positive thing. If the name is tied to poor customer service, for example, you may drive customers away instead of attracting them.
Quality across all aspects of your business impacts how the outside world perceives your company. Good quality management helps improve reputation, increase profits and help with growth over time. Here are some things you can do to ensure you are performing as well as possible in various categories.
1. Check Your Values
Your brand is more than a logo or name. It is about the philosophy behind your business. What do you stand for and are you clear? Don’t try to be everything to everybody. You’ve probably heard the saying that you can’t please all the people all the time, but you can please some of the people some of the time.
Keep in mind that while you don’t want to drive half your customer base away by embracing extremely controversial issues, it’s okay to be passionate about a cause. Many consumers look for brands that align with their values.
2. Improve the Work Environment
It’s hard for your employees to put out a quality product if they are uncomfortable while trying to work. Spend some time auditing your manufacturing or packaging facility. If you own a factory, humans may be able to adapt to poor lighting, but equipment cannot.
Another consideration is conducting inspections to assure you only put out a quality product. You can catch a lot of issues before the item ever leaves your property. Using proper and consistent lighting makes inspections highly accurate and faster.
3. Earn Their Trust
Source: https://www.marketingcharts.com/brand-related-226206
When you put quality at the top of your core principles as a brand, you earn the trust of your customer base. In a survey about Americans’ trust in brands, researchers found 39% don’t trust companies and state the brand must earn their trust. What are you doing to earn their trust?
Do you offer a consistent return policy? What happens if a product is defective? Do your agents step in and immediately make it right? Do you fix whatever caused the failure in the first place, so it doesn’t happen again?
4. Pay Attention to Website UX
Nearly every brand now has some type of online presence. If your website user experience isn’t top-notch, you may lose customers to competitors. When fixing any UX issues on your website, don’t forget to see how well mobile works for you. Around 54.8% of all internet traffic is from mobile devices today. If your site isn’t responsive to smaller screens, you may miss out on a lot of traffic.
How easy is it for your customers to get information? Your quality can include the overall experience and how easy it is to interact.
Source: https://www.marketingcharts.com/industries/retail-and-e-commerce-226658
The way people interact with brands includes a number of digital touch points. For example, around 23% of consumers use QR codes before making a purchase. Approximately 32% use a digital assistant, such as via live chat.
Think about the quality of the UX for your website and your brand. Will consumers walk away with a positive impression of your company or run far away?
5. Invest in Training
Don’t skimp on training every employee in your organization. Quality covers everything from the website design to how employees interact with consumers to the product’s performance. Send your leaders for specialized training to make them better at what they do. When you have a team of people watching for quality issues and fixing things along the way, your brand will stand out as one focused on offering the best experience possible for clients.
Build Your Name
Creating a positive impression of your brand takes a lot of time and effort. Unfortunately, you can destroy your reputation with just one or two mistakes. Stay on top of quality in all aspects of your operations and you’ll be known for caring about the impression you make on your customers and will build an excellent name over time.