There are at least 21 different brand types. Check out some of them!

Different Brand Types in the Market

There are at least 21 different brand types. Check out some of them!


Brand types are categories of brands that share the same strategic approach to shape their competitive positioning. Some of the brand types overlap while some characteristics are theoretically embraced by all brands. For example, all brands should offer good service.

Brands come in all sorts of various shapes and sizes. In fact, they come with various qualities, advantages and disadvantages. There are at least 21 different brand types on the market today. And each one of them has something different to offer. To understand how industries work or what brands can offer us, we need to differentiate them.  

Personal Brand

Personal brands are also known as individual brands. In other words- you build this brand around yourself. That way you can promote your career opportunities. Personal brands are often not related to a specific business model, which is necessary to commercialize the strategy. Celebrities are the most common examples of personal brands.

For example- people like Martha Stewart, Oprah Winfrey Mick Jagger. It may be composed of a few individuals, hence the branding is associated with different personalities. Nowadays, personal branding offers tools and techniques for anyone to create a brand around themselves.

Product Brand

The most common type of brand is a tangible, individual product. Typically, product brands are associated with tangible products. For example- cars, household goods or lifestyle products. This can either be specific (individual product) or cover a range of products (product range).

These brands consist of emotions and ideas that can be associated with a product. Moreover, the associations exceed the functional capability of the product. In fact, they rely more on the public impression of it. Product brands are very common in FMCG industries, for example- Tide detergent.

Service Brand

Service brands are quite similar to product brands. The main difference is that they focus on service rather than products themselves. In other words- a service brand is just a brand that is defined by the service it provides. They are harder to develop since services are less tangible than products. 

Most of the time, these brands have to associate positive emotions with themselves to succeed. There are also new online service brands, for example, subscription brands. They have influenced changes in loyalty and technology expectations. In essence, they rely on the user experience and perceived value to promote their services.

Uber, Lyft and Airbnb are some of the biggest service brands to grow to prominence in the last few years. Additionally, several others developed a hybrid service brand identity. For example- Dollar Shave Club, Quip or Blue Apron. 

Service brands need to maintain a consistently high level of service delivery. Moreover, they need to develop and maintain a strong positive image and customer interactions. The service brands list includes the following:

  • Classic service brands (such as airlines, hotels, car rentals, and banks)
  • Pure service providers (such as member associations)
  • Professional service brands (such as advisers of all kinds—accountancy, management consultancy)
  • Agents (such as travel agents and estate agents)
  • Retail brands (such as supermarkets, fashion stores and restaurants)

Corporate Brand

The company which delivers products and services is known as an organizational brand. That’s because it is closely related to the organizations that stand behind them. Fundamentally, these brands define those organizations. Moreover, they reassure the consumers of the quality and the service of the companies. Most often, corporate brands have all the necessary capabilities and assets to meet the needs of the consumers. Furthermore, they have a global or a local frame of reference, performance records and citizenship programs.

Mercedes and the U.S. Senate possess strong organizational brand. In addition, each has associated qualities that make up their brand. Organizations can also be linked closely with the brand of an individual. For instance, a particular celebrity. Hence, watching that celebrity reminds you of that brand. For example, the U.S. Democratic Party is closely linked with Bill and Hillary Clinton and Barack Obama.

Investor Brand

These brands are applied to the brands which are listed publicly and to the functions of investor relations. They are often seen as investments but also as performance stocks. Thus, for these brands to succeed, investors have to blend their strategic and financial knowledge. In addition, they have to work on their purpose and value proposition. The main objective of an investor brand is to get investments from the public. in addition, to gain an increasingly high reputation via CSR. As a result, it attracts more investors and increases the share price. 

NGO or non-profit brand is one of the brand types you should check out!

Non-Profit Brand (NGO Brand)

NGO is a brand dedicated to more than fundraising but rather to drive social missions. NGO brands are usually frowned upon in the non-profit community. These brands are important because they are competing to get a bigger cut of the philanthropic pound. Thus, they are not just looking into fundraising to gear their social missions forwards. They are also paying attention to value models. Greenpeace is an NGO brand that works only for promoting environmental problems.

Public Brand

A brand that is owned and managed by the government is called a public brand. Occasionally, the government is seen as a public brand in the eyes of people. Basically, these brands relate to the way the government is acting towards citizens and entities. Even though we cannot associate consumer choice with these brands, they do still exist. Moreover, they are vital for boosting people’s trust in the way government does its business. Such brands are Google and Facebook. In addition, they are also called embedded brands. 

Activist Brand

These brands come with a purpose that’s always related to some social cause. However, they promote their purpose so well that their consumers opt for them. Mainly because they’ve distinguished themselves in their minds. A good example is Body Shop, which is completely anti-animal cruelty. Another example is Benetton which has been fighting global issues and bigotry. Moreover, this brand is synonymous with its purpose. For example, its alignment defines its uniqueness and the minds of customers.

Geographic place Brand

Destinations can build a brand around themselves. That way they can attract tourists, residents, investors and even businesses. In fact, certain landmarks with distinct qualities can be seen as identifications of a brand if utilized correctly. These are also known as city or destination brands. They capitalize on the feelings that a region builds to associate itself with related ideas and concepts.

Geographic branding is used to attract commerce and economic investment, tourism, new residents etc. “What happens in Vegas, stays in Vegas” or “Visit Denver “are great examples of this brand type. Also, 221B Baker Street in London which is associated with Sherlock Holmes.

Ethical Brand

Businesses can build ethical brands and use them in two different ways. For example, to describe which practices a brand uses to improve the overall business. To illustrate, an ethical brand might devote its work to CSR and worker safety. On the other hand, ethical brands can denote quality marques. These are important, as they reassure the customers that the brand is responsible. A good example would be Fairtrade. Moreover, most ethical brands are a part of NGOs. For instance- the Trade Network and WWF’s Global Forest.

Celebrity brand is one of the brand types you should check out!

Celebrity Brand

Celebrities can also build brands around themselves. Nowadays, celebrities can endorse products, become brand ambassadors and get associated with brands via product placement. For example, a celebrity can wear a dress by an ethical designer. That way they can associate themselves with a good cause. Another example is the association of Angelina Jolie and Brad Pitt with UNICEF.

Ingredient Brand

Some brands opt to collaborate with ingredient brands to increase their value proposition. These brands can add more to the mix in terms of quality and manufacturing. They are the feature elements of the bigger brand and can lead to more sales and more followers. Because they are combining their fans with another brand’s fans. Some of these brands are Teflon, Gore-Tex and Intel.

Global Brand

This brand is based all over the world and is well known and renowned on a global level. Their business model most often relies on availability, familiarity and stability. However, these brands often have to adjust to the changing cultural expectations to stay relevant. Furthermore, it is essential that they have homogenous offerings all over the world. Examples include every multinational brand like Google, Microsoft, Apple, McDonald’s, Starbucks etc.

Generic Brand

Just as the name says, these brands have lost their distinctive traits. In other words- they are plain and generic. Moreover, they exist in three forms. First, a Generic brand that has been used so extensively. As a result, it has been passed as a verb to define the entire category. For example- Xerox, Jet Ski, Sellotape. Furthermore, these brands’ market success is enormous. For instance- the common name is replaced by the generic brand itself.

Next, brands that are on the verge of ruin, as they’ve lost patent protection. These brand types are specific to the healthcare industry, as the competition is fierce. The last form of generic brands is the one that has no brand value at all. These brands have unlabeled and unbranded products. In addition, they feature a functional description instead of a brand name.

Luxury Brand

These are usually designer brands whose products can serve as status symbols. That’s why most people tend to aspire to buy luxury brands so that others can admire them. Luxury brands form a niche market for selected customers. Moreover, luxury brands are often endorsed by their consumers via stories, associations and quality. Nevertheless, they are vulnerable to market shifts, and changes in consumer confidence and perception.

Luxury brands are always being pressured to create affordable products, as most people cannot afford them. However, they do not engage in reducing the price. Instead, they are dedicated to providing premium service to their customers. Rolex watches are the perfect example of a luxury brand.

Cult Brand

Instead of customers, cult brands usually have fierce followers. Moreover, they pick fights with their market enemies. They challenge them, just as the challenger brands do. However, real cult brands usually focus on their own obsessions and passions. Rather than on what their competitors are doing. They set the rules their followers comply with. Furthermore, they market their services in a way that others flock to them. In fact, they rarely have to chase people to pay attention.

Clean Slate Brand

Clean slate brands are actually the pop-up versions of regular brands. As such, they don’t have any proof that they’re good nor are they well known. However, they move fast to give their consumers something new and modern. Thus, they can become quite popular over a short period of time.

Private Brand

Private brands are known as private labels, own brands or store brands. These are actually brands that are trying to weaken the name brands’ asking prices. Instead of offering value, these private labels focus on OEM-sourced, value-based retail offerings. As such, they don’t inspire a huge level of loyalty or appeal among consumers. 

However, if they work on those aspects, they could increase their value. Moreover, they could play a bigger role in the part of the market that focuses on the “affordable premium”. Private-label brands exist among retailers that possess a particularly strong identity (such as Save-A-Lot). Private labels may denote superior, “select” quality or lower cost for a quality product.

Employer brand is one of the brand types you should check out!

Employer Brand

These brand types focus on employee value proposition and deal with high-quality staff employment. In essence, these brands are doing their best to better the recruiting process. Furthermore, some of them also expand by developing a productive and healthy work culture. Nevertheless, even though employer brands seem like a good idea, they are often just that — an idea.

Most companies have a huge HR staff that has to handle the whole recruiting process. This means that the employer brand doesn’t have a real purpose in the end. Moreover, marketers are rarely interested in solving people’s issues. Thus, the satisfaction rates in many corporate cultures around the world are poor and need improvement.

The success of a company depends on the best staff and the ability to retain that staff. Employers need to provide all the functions to the cause for them to be retained in the organization. A better staff not only adds value but also grows the organization along with themselves. Google is one of the highest-rated employees and employees are found to love their jobs.

Event Brand

Event brands produce events that deliver a consistent branded experience to their attendees. As a result, it creates long-term consumer loyalty in return. It is typically strongly connected with the customer experience the attendees gain from being at the event. Brands are trying to leverage the emotional connection associated with the event by being a part of it.

Events can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. Examples include conferences the TED series; music festivals like Coachella or SXSW. Moreover, sporting events like the Olympics or NASCAR and touring Broadway musicals like Wicked. The strength of these brands depends on the experience of people attending the event.

Group Brand

Group branding happens when there is a small group of branded entities that have overlapping, interconnected brand equity. For example, the OWN group brand of the Oprah Winfrey Network and its known members are strongly connected. Similarly, the Rolling Stones represents a group brand strongly associated with the personal brands of its members. Another example is the Beatles presented up brand in its entirety as well as for all of its members.


E-brands exist only in the virtual world. Many e-brands, such as, focus on providing an online front end for delivering products. Others provide information and intangible services to benefit consumers. Typically, e-brands focus on delivering a valued service or experience in the virtual environment.

Value brand

The value brand operates on price and offers basic services for a lower price. Since they work on higher volumes, it is necessary that the price of their product is lower. Titan is an example of a value brand. 

Innovative brand

These brand types focus on constantly improving the product by advanced breakthroughs in technology. Innovation is their primary aim and hence these brands are unique to the market. Apple is known for its innovation in the market and Apple products are considered innovative products.

Disruptive brand

This is the brand that challenges the current and old ways of executing things in the market. Moreover, it introduces and supports innovative concepts that challenge and change the market. An innovative brand may or may not be disruptive. However, more often a disruptive brand is an innovative brand.


Many brand types function across multiple brand descriptions. However, when developing a brand, focus on one primary brand type. Moreover, let any other associations develop organically. Think about your audience, industry and your specific USP. Additionally, have in mind how to express your brand values. Make sure your brand generates value and aligns with your overall brand strategy. Consequently, you will be able to grow a successful brand. Accordingly, you will ensure it stays relevant and distinguish it in each context it’s placed in.

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Learn how to get more referrals for your law firm.

Get More Referrals for Your Law Firm

Learn how to get more referrals for your law firm.


A business referral is an act of introducing a new prospect to your business by someone in your network. This may happen spontaneously during organic conversation or as a result of conscious referral marketing efforts. Business referrals’ impact is big and can help grow your business. It starts with providing your customers or clients exceptional customer experience. That way they feel motivated to share their experience with the people they know.

According to Nielsen, 92% of consumers trust referrals from people they know. Hearing positive things about a service has a significant impact on their decision. Referred customers are also more loyal and have a 16% higher lifetime value. By encouraging referrals from other customers, you can get more high-quality customers.

Referral relationships are some of the most profitable and secure in any business. To acquire these connections, your business must have something of substantial value to offer. We’ve outlined effective steps for creating a referral system and suggestions for putting it into practice. Learn how to find referrals following the steps below and ultimately, grow your client base.

Identify your advocates, promoters and loyal supporters

Referrers are people who know your company and already think highly of it. Referrers can be existing clients, vendors, complimentary service providers or business friends. The first step to asking for a client referral is to identify those most likely to have something to say. Satisfied clients will likely know other people with the same needs who will benefit from what you have to offer. Therefore, targeting the right people is essential for the success of your referral system.

Nurture client relationships

All successful relationships require time, energy and effort investment. Hence, in order to gain referrals, you have to develop solid and successful relationships with your clients. Discover your customer’s needs and wants to get the idea of what it is going to take to satisfy them. Certain customers may require to show you can deliver with consistency before they will consider offering anything in return.

As a result, this will develop into an investment that offers the long-term return you’re looking for. Furthermore, continue investing in each business relationship, keeping them engaged with your brand. This can be done by:

  • Staying in touch post-sale and nurturing the relationship into a long-term connection.
  • Continuing to provide value, whether it’s through additional offerings, helpful and informative content, or semi-frequent check-ins.
  • Providing an ongoing community or sharing a set of values (such as an altruistic cause).

Deliver quality work

High-quality work, service and effort are critical when securing referrals. Quality work isn’t just centered around the service you sell, but also through the appreciation you show to your clients. You can show your appreciation through flexibility in scheduling times or being more relaxed with allocated time. It is your job to deliver what you say you will deliver and to answer all client questions. Therefore, work hard to cultivate a strong reputation by delivering, adding value and providing a friendly service. As a result, referrals will come naturally to you.

Become an expert in your field

Being an expert in your field of work is imperative to the customers who are going to count on you. Expertise is best established through your continued education and experience. Once you develop expertise and gain the necessary experience, your reputation will speak for you. This is when you can create a niche that is uniquely yours. Another important part of being an expert is to be a good listener. When new clients feel their needs and core values are truly understood, they are more likely to refer you to others.

Provide exceptional customer service

As seen above, it’s important to deliver consistent, high-quality work. Moreover, it is equally important to be willing to hear, give and receive feedback from the clientele you work with. As a result, it will be easier to develop mutually beneficial relationships. If you have clients who see the value in what you do, they’ll refer people your way.

If you display excellent customer service skills, you can create your own web of industry knowledge transfer. For a start, share your knowledge with others so they can learn from you. In return, you can also learn from them. Furthermore, express genuine care about your clients. Make your goal to secure an enduring, productive and lucrative relationship.

Strive for sincerity and transparency

An important element to any beneficial healthy relationship is respect. To develop a broad referral base, you must treat others properly. The purpose is to create a long-term relationship with your client base by always being ethical. In other words- sincerity and transparency are the highest forms of respect. When you are honest in your intentions, it builds the credibility of who you are. Therefore, provide your customers with high quality, timely, thorough, consistent and ongoing communication. The truth is- when people feel cared for and respected, referrals are nearly guaranteed.

Find the right time to get more referrals for your law firm.

Choose the right time

Avoid asking for referrals at the end of a job, when sending the invoice. This may not be the most opportune time to ask for a referral because clients are focused on settling debts. Instead, experiment asking for referrals at other times. Look for opportunities where a client is particularly pleased with the work you’ve done. Perhaps after you hand in the first stage of a multi-stage project or before the second project.

Partner up with other service providers

Approach other companies who offer complementary services about combining forces for a referral program. To give a partnership the best chance of success, offer referral clients a discounted package on both services. Sell your package as a way for prospects to fulfill all their needs in one place. Create unique collateral outlining the package and share it with your current clients to see if they know anyone who wants it. In addition, set up a ‘Recommendations’ page on your respective website outlining different partners and the complementary services they offer.

Offer unique content

Present your referring clients with content they can share with their customers or business networks. Sharing free content gives you a reason to contact referrers on a regular basis. Moreover, it helps you to build authority and trust with potential prospects before they’ve been officially referred. For example, try:

  • Inviting referrers and prospects to a free seminar or webinar on a topic of interest
  • Writing a whitepaper about an important industry trend
  • A blog post about how businesses can deal with recent regulatory changes
  • A Facebook live link for a Q&A session targeted to new businesses

Create different avenues for advocacy

Some clients feel uncomfortable giving referrals. It could be due to a previous bad experience. If a client says they don’t give referrals, respect their decision. However, consider reaching out to them after some time with a different offer to advocate for your company. Try asking them to:

  • Participate in a case study by interviewing them about their success for your website. You can create a written testimonial or even a short video.
  • Review your services online. 92% of customers read online reviews, and they’re vitally important in the decision-making process. Getting positive reviews on trusted websites is a great way to improve trust.
  • Fill out a survey and share how they discovered your company and what services they need. In addition, to share other ideas for improving your service offerings.

These lower-effort actions will still drive potential new leads to your company and won’t risk your relationship with your customer. Ask them what they would be comfortable sharing and consider placing their positive feedback on your website or social channels.

Add a customer loyalty program

Your most loyal customers are probably going to be the ones who refer your company the most. Acknowledge these groups by creating a customer loyalty program that rewards them for advocating on your business’s behalf. This system could be point-based or it could even be a premium membership. It could also extend beyond just customer referrals as well. No matter how you do it, make sure your customers feel valued and inspired to become loyal. In turn, loyal customers will give you free referrals through word-of-mouth marketing to their family, friends and even strangers online.

Offer a reward program

If you want to make sure your customers search their networks for a good referral, offer them something valuable in return. Whether it’s a gift card or a free month’s subscription, give something back to your customers for connecting you with warm leads. For example- 30 days free or 3 months of discounted pricing.

If your client gets something out of the arrangement, they will make an effort. In the B2C marketplace, referrals often give clients discounts, free swag, vouchers or items to collect. Rewards are also an excellent way to show gratitude to returning clients who give referrals. Choose a reward that fits your values and gives your clients something of value that they’ll enjoy striving towards.

Align with your customers' values

Do your research to learn about what your customers truly value before asking them for a referral. Then, you can align your incentive or acknowledgment with those values. Finally, you’ll be able to give them an idea of the impact they’ll have with a referral. 

For example, if you know they’re personally or professionally invested in advocacy for a cause, reward them for referrals with a donation in their name. Simple gestures like this can go a long way toward proving to customers that your relationship is a partnership, not just a business transaction. When your customers know that you share the same values and interests as them, they’re more likely to want to submit a referral.

Distribute your content and resources across different channels

Research your clients and identify the channels that they spend time in. By doing this, you can increase the likelihood of getting a response if you approach them where they already are. For example, you wouldn’t want to send a LinkedIn message to a satisfied customer if they rarely use the platform.

According to researches, 47% of buyers view three to five pieces of content before engaging with your brand. This means that before your existing leads closed into customers, they were exploring your existing resources.

Therefore, it’s important to strategically distribute your content to ensure it reaches qualified prospects. For example, adding a ‘Share This With a Friend’ link to your automated offer emails could help you achieve just that. In short- make it easy for your customers to pass along your resources to their qualified connections.

Use different channels to get more referrals for your law firm.

Personalize the request

When you ask for a referral, personalize the request to the client by explaining why you’re seeking it specifically from them. Use their name in the request you send out as a means of generating a connection. Let them know that you’re reaching out to them specifically and that you’re aware of their experience with your business.

Get specific with your ask

When you ask for a referral, be specific about it. Make sure that the customer knows exactly what you’re asking of them so they can give you what you’re looking for. Otherwise, customers may not know who to ask or what type of person you’re looking for. In that case, you will have to spend more time verifying a prospect after a referral has been submitted.

Join meetup groups

Online resources such as LinkedIn, Facebook and the NextDoor app help familiarize others with our face, name and the service we offer. Meetup groups and networking groups are also excellent resources to get us in front of people. These types of networking groups are sometimes the places you meet and create your more enduring connections. In addition, be prepared to ask how you can refer business to others as well.

Appreciate your employees

In order for you to have a good connection with your customers, clients, or partners, it is important to have a good relationship with your employees first. Treat your employees well for they will provide great customer service leading to customers having a positive experience. If your employees are content and appreciated, they will be more productive and involved in the business. If you give importance to your employees, they’ll give importance to your customers.

Express your gratitude

Referrals given by your customers or referral marketing helps you reach your business goals. For this reason, be grateful and appreciative of every referral you get. Moreover, show your appreciation so that you have an edge over other companies. For example, send a thank you card or invite a referrer for a dinner to thank him/ her personally. Especially if his/ her referrals have added a lot of value to your business that led to high revenues.

Always remember that it is very important to thank and express gratitude to those people who referred your business to other potential customers. Because of them, you have been given a great opportunity to grow your business. The customer is doing you a big favor, and you should be grateful for it and let them know that you’re grateful. Consider offering incentives, as mentioned above along with continuing to provide the exceptional service that satisfied them in the first place.

Showcase your best sources of referral

Use those who are clearly delighted with your business and regularly refer business your way as case studies. Ask for permission to feature them on your website, in your marketing materials and even in your advertising.

Give referrals to others

Probably the best way to boost referrals is to make a habit of referring business to others. The act of recommending another business to a friend or colleague can lead to lots of new business. You can join such a group to tap into an established process for generating referrals. Or you can start your independent campaign to regularly refer customers, friends, family and colleagues to other businesses.


Developing the right strategy for referrals leads to a solid business that is continuously growing. The best course of action is to determine your business needs, your current goals and how you want to achieve those goals. Afterward, identify the customers most qualified to give referrals. Take some time to analyze if you’re targeting the right group of people or the right network.

Before you can develop the right strategy to get valuable business referrals, focus on maintaining connections with the right people from different companies. This group of people will act as advocates for your company or even more. Once you have the right network, you can maximize your referral strategy.

Finally, in order to leverage your referral system, it’s critical to track your referrals and analyze key metrics. Incorporating these elements into your marketing strategy will result in an effective referral system that drives business and makes you more profitable.

We can help your business grow and progress.

If you require guidance with setting the winner marketing strategy, contact us today.

Fill in the application form below and schedule a free consultation with us!

Find out the effective ways to collect more customer reviews.

Effective Ways to Collect More Customer Reviews

Find out the effective ways to collect more customer reviews.


Testimonials and product reviews can be one of the greatest sales tools for your law business. In fact, over 70% of consumers say they look at product reviews before making a purchase. Moreover, nearly 63% indicate they are more likely to buy from a site that has product ratings and reviews.

Consumers want to share their experience- you just have to know how to ask correctly. That way, you can succeed in collecting more customer reviews. In addition, you will build stronger relationships with your consumers. Therefore, the more ways you can ask for reviews, the more successful you’ll be. Here are some of the effective strategies for collecting more customer reviews.

Ask for reviews in your post-purchase emails

For instance, follow up with buyers. Consider sending an email to customers after they make a purchase. You’re most likely to get a review when the purchase is still top of mind. Personalize your post-purchase emails with the customer’s name and the purchased services, with direct links to write a review. According to recent research, nearly 80% of all reviews content is generated from email requests.

Add a review request form to your product pages

Add review forms to your product pages, so customers have a place to leave a review. No matter if they purchased your products from your site, another retailer, or in-store. In addition, encourage longer reviews by adding a Review Meter link that shows a progress bar.

Create a landing page for reviews

If you don’t sell your products through your website, create a page on your website just for reviews. Furthermore, feature each product with a link for a review. In addition, share this link on social media, email newsletters and other marketing communications.

Ask for reviews on receipts and invoices

For in-store purchases, add a call-to-action on your receipts and invoices asking shoppers to write a review. Take every opportunity you can to remind shoppers that their feedback is valuable and you’re always looking for reviews. 

Include review requests in your email newsletters

A marketing email newsletter is another great opportunity to ask customers for a review. Remind them of the value of reviews in a short callout. Or feature some of your products along with links to the review form.

Ask for reviews via text message

If you are targeting younger generations, ask them to leave reviews via text message. Moreover, send them links to your review form after their purchase and collect more customer reviews that way.

Reaching your customers via text message is one way to collect more customer reviews.

Host a sweepstakes or giveaway

According to one research, 55% of shoppers said they need an incentive or reward to write reviews. Hence, throw review sweepstakes, where each review counts as an entry. Furthermore, promote your giveaway by including it on your website, email newsletters and social media channels.

Include your review request on the product packaging

Ask for a review while your customers are excited to start using your product by including it on your product packaging. For example, print a QR form which will take your customer directly to your review form by scanning.

Collect more reviews via QR codes

Furthermore, print a QR code on a business card with instructions on how to write a review. In addition, use QR codes in a variety of places to collect more customer reviews.

Award loyalty points for writing a review

If you offer a customer loyalty program, make writing a review one of your point-earning activities. Allow customers to earn points each time they leave a review for one of your services.

Share product samples

Collect more customer reviews fast by offering product samples. You can share physical products, or distribute physical or digital coupons for specific items. Tell customers that you are looking for their feedback. Because you’ve already given them a free product, they’ll be more likely to return the favor with a review.

Reward reviews with a product discount

After a customer writes a review, thank them with a discount. It can be a percentage-off discount or something as simple as free shipping. Offering a discount encourages the customer to make another purchase and keep writing reviews to score more discounts.

Ask for reviews on your Order History page

Customers often review their Order History to reorder their favorite products. That’s an excellent time to remind them to write a review. For example, include a CTA to write a review next to each product in their order history.

Ask for reviews on social media

Being social and accessible is the best way to get honest feedback. Utilize your social media and tell your loyal followers they can help by writing you reviews. Ask for reviews on Facebook and Twitter and include swipe-up links in your Instagram Stories. Afterward, share positive reviews thanking those who wrote them.

Reaching your customers via social media is one way to collect more customer reviews.

Follow up on Facebook comments

Social media is a perfect place to collect more customer reviews. Therefore, make your Facebook, Twitter and Instagram account easily accessible so customers can reach out with comments and questions. Moreover, if customers are talking about your products on social media, join the conversation. Respond to positive Facebook comments with your appreciation and a link to leave a review.

Include review requests on product warranties and registrations

After customers complete their product registration or warranty, ask for a review. They probably want to keep their product protected, so they will have some positive things to say. This is an excellent way for non-eCommerce brands to collect reviews.

Contact those who leave you positive reviews

Follow up and socialize your positive reviews. In addition, ask for permission to share their shoutout on your site or social media channels. Include the customer’s name and picture when you post the testimonial. This can be a nice way to thank your customers and it also adds a level of credibility to their review. Consider adding the source of the review, to encourage other customers to send in their own feedback.

Contact those who leave you negative reviews

Don’t avoid responding to negative reviews for they are a valuable source of feedback. Especially if you think the reviewer is justified in their complaint or other customers have complained about the same issue. Take this opportunity to learn from your clients and improve your business.

Give your customers a reason to review you

Give your customers a reason to review you. It may be something as simple as writing a personalized thank you note. However, use the opportunity to build a stronger relationship with your customer. Let them know how much you appreciate them taking the time to give you feedback.

Ask at the right time, in the right way

Data shows that there is a right time and a right way to ask for reviews. For example, review response rates jump by almost 20% between 1-3 pm. Probably because people are getting back to their desks after lunch and aren’t ready to jump into their work yet. When sending review requests manually, be sure to take timing into account to increase effectiveness.


As seen above, the importance of customer reviews is mandatory for a successful business nowadays. Hence, finding the best way to leverage them to drive sales should be an important part of your marketing strategy. Especially because a recent survey reveals that 77.3% of people say reviews impact their decision to make a purchase.

The review process empowers your new customers to make their first purchase. Furthermore, it encourages loyal customers to repeat their purchases. Knowing how to encourage customers to leave reviews is important and utilizing these effective methods will help you do that.

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Check out all the types of customer service.

Types of customer service you should know about

Check out all the types of customer service.


Effective customer service is a key part of any successful business strategy. Recently, customers have started using digital communication tools to give companies feedback about products. As a result, numerous new customer service tools have been created. Therefore, it has become a necessity for companies to offer multiple channels and types of customer service.

Customer service is the support a company offers to its customers. Support begins during the purchasing process and usually extends past the purchasing date. During the purchasing process, companies provide customers with information about their services to help them make informed decisions.

Customer service is important for businesses looking to grow their brand loyalty and maintain their customer base. Successful companies create an environment where customers feel comfortable coming for assistance. When customers are confident that they will receive the help they need, they’re more likely to repeat purchases. Furthermore, they will probably become advocates for your company and recommend your brand to others.

Nowadays, companies have started offering types of customer service support on various platforms. Besides telephone, customers can now find support via email, webchat, text message and social media. There are many tools to help companies provide customers with the help they need. However, there are two basic types of customer service: proactive and reactive.

Proactive Customer Service

This is one of the types of customer service that identifies and resolves issues before they escalate. It focuses on customer success and for that reason, the majority of consumers prefer proactive support. In fact, about 68% say that proactive customer service improves their perception of a brand.

Advantages of Proactive Customer Service:

  • Higher customer loyalty and a better service experience
  • Lower volume of issues and requests
  • Trust and strong customer relationships

Disadvantages of Proactive Customer Service:

  • Annoying to some customers

You can deliver proactive customer service by solving an issue in advance. The other way to do it is by providing self-help resources.

Proactive Types of Customer Service:

  • Self-service
  • On-site
  • Live chat
  • Chatbots

Reactive Customer Service

Reactive service comes after a customer files a complaint, experiences a problem or feels generally dissatisfied. It is usually more stressful as support agents are dealing with negatively charged people. It also makes a less positive impact on the customer experience and brand perception.

Advantages of Reactive Customer Service:

Disadvantages of Reactive Customer Service:

  • More workload for support agents
  • May increase the churn rate

Types of Customer Service

Walk-in service departments

This type of customer service is usually slow and inconvenient. Especially for people who have to visit the physical storefront to get their concerns addressed. However, one-on-one interactions can be practical when it comes to building a rapport with your customers. You get the opportunity for a meaningful conversation, know a customer better and get feedback in real-time.

However, in-person interactions can sometimes require offering a solution to an angry customer right away. In fact, a single customer case can take up the majority of your time. Ultimately leading to a delay in the work you were scheduled to do. 

Advantages and Disadvatantages of Walk-in Service Departments

Advantages of Walk-In Customer Service:

  • Have face-to-face interactions with customers and understand their problems better
  • Win the trust of your customers as well as prospects
  • Get the opportunity to recommend other similar products and increase sales 
  • Get non-verbal cues from customers (eye contact, gestures, facial expressions, etc.)

Disadvantages of Walk-In Customer Service:

  • Maintaining a separate in-house customer service section can be time-consuming and expensive
  • That space can be instead utilized for selling more products
  • Having an “only physical help section” makes your business appear outdated
Telephone support is one type of customer service you should know about.

Telephone support

Telephone support is a classic way of offering customer service. Moreover, it is probably the oldest customer service type. However, a phone conversation remains a powerful way to solve problems. In fact, around 61% of US customers prefer phones as their go-to channel to resolve customer service issues. To receive telephone support, customers call agents on the phone to ask questions and explain their problems verbally. This allows them to describe complicated situations with ease. Furthermore, support agents can resolve complex issues faster and deliver detailed, personalized support.

However, there are some challenges in telephone support processes. For example, poor cellular service can lead to dropped calls. Moreover, limited staff availability can lead to long wait times. Furthermore, it can be expensive when it comes to customer service. However, with the right software, you can get valuable insights. For example, the number of calls, full customer history, call recording and other time-saving tools.

This type of customer service works great for online businesses. Also, for companies who value personal connections with customers. It also works for businesses and institutions that handle complex cases. The phone will allow them to instantly answer all the questions the customer may have. In addition, it is ideal for B2B or B2C sectors that deal with high-priority or sensitive requests.

Advantages and Disadvantages of Phone Customer Service

Advantages of Phone Customer Service:

  • Deliver a personalized experience to each customer
  • Customers can interact with an agent and get the right solution in real-time
  • Improve your chances of First Contact Resolution (FCR)
  • Offer automated call back feature to interact with customers at their convenience
  • Takes less time than typing or email exchange
  • Easy to use for different generations
  • More natural human-to-human interaction

Disadvantages of Phone Customer Service:

  • Long hold times can decrease the customer experience
  • Customer service agents cannot handle multiple calls at the same time
  • Phone support requires intensive agent training
  • Heavily dependent on the quality of reception
  • Possible high charges for international customers
  • Time-consuming and frustrating operator transfers

Self-service support

This support is ideal for customers who want to access information easily and answer questions on their own. Furthermore, this type of customer service is inexpensive and requires zero wait time from a customer. However, information should be well organized including videos, images and step-by-step procedures. In addition, it should be kept up-to-date with the terms and policies of the company.

Self-service is a great fit for businesses that get common service requests. For example, refund and exchange requests, questions related to product configurations, billing requests etc. Self-service support primarily exists in the form of frequently asked questions (FAQs) published on a company’s website. Furthermore, it can include chatbots, knowledge base articles, product guides, video tutorials and more.

Self-service is ideal for customers who wish to get relevant help with minimum effort. Over 60% of US customers prefer an automated self-service portal for simple queries. For example- websites or mobile apps. By letting customers help themselves, you can reduce customer friction while improving efficiency and delivering faster resolutions. Taking that into account, every business should include some sort of self-serve customer service solution.

To make the most of this type of customer service, your team members need to be informed. For instance, your support agents need to know your customers’ needs and typical questions they have. You’ll also need to ensure a great SEO and UX of your self-service sites. The goal of such a customer service solution is for your customers to find your blog easily. Customer self-service works well for any industry. However, it could be more useful to companies that offer a wide range of services or complicated products. It’s also a good option for public institutions that deal with many regulations and formalities.

Advantages and Disadvantages of Self-Service Support

Advantages of Self-Service Knowledge Base: 

  • Be available to both existing customers as well as prospects 24×7
  • Reduce your support ticket volume significantly
  • Allow agents to focus on more important customer issues
  • Create a multilingual knowledge base to cater to customers from different parts of the world
  • Combines various resources
  • Customer-friendly
  • Low maintenance (in case of infrequent product changes)

Disadvantages of Self-Service Knowledge Base: 

  • It might be difficult for customers to locate relevant information
  • You will have to update your existing help content or add new pages constantly
  • Impossible to cover solutions for all customer problems or requests 
  • The different writing styles and knowledge of contributors can lead to inconsistent documents 
  • High maintenance (in case of frequent product changes)
  • Labor-intensive in case of a complex product 
Self-service is another part of the customer service category.

On-site support

This type of customer service is provided in person, at home or customer’s workplace. Companies use on-site support to provide repairs and troubleshooting services to customers with technological issues. The biggest advantage of this support is that it allows interaction with customers on a more personal basis. Consequently, it can help build stronger customer relationships to make repeat business more likely.

This type of customer service is very convenient for customers as it’s delivered to their door. A customer service representative arrives at the customer’s site to deliver a service in person. However, this type of customer service is not convenient for the company, though. It requires close collaboration between the customer service team and an on-site service representative.

Furthermore, on-site customer service is usually very expensive. You have to worry about aspects such as hiring remote professionals, their training, travel expenses and more. However, certain products require the physical presence of an assistant when something goes wrong. For example- installing a product at the site, annual maintenance or product repairs.

Advantages and Disadvantages of On-site support

Advantages of On-Site Customer Service:

  • On-site customer service acts as a more convenient option for customers 
  • Real-time service can lead to better problem resolution 
  • Serves as the last resort when all other channels have failed
  • Customers can check the authenticity of parts being replaced
  • Field expertise display
  • Natural face-to-face interactions

Disadvantages of On-Site Customer Service:

  • Visiting the customer’s location can prove to be time-consuming
  • On-site service is quite expensive and cannot be offered to all customers 
  • Agents have to be trained in multiple customer service areas such as technical support, etc.
  • Agents can get frustrated due to unpredictable working hours and location
  • Requires an on-location support team

One-on-one customer service makes sense only when an on-site presence is necessary. For example, appliance repairs and inspections would be hard to deliver over the phone or any other medium.

Live chat support

This tool is very popular because it satisfies customers’ need to get their issues quickly resolved. For instance, customers usually reach service agents within a matter of seconds with live chat. Furthermore, the instant and web-based format usually means customers can multitask when wait times do occur.

Customers can use live chat support to instant message a service agent on a company’s website. As a result, agents provide them with solutions and answer questions. Moreover, customers can search within the chat widget to find answers to their queries. One way to provide this type of direct customer service is by implementing live chat on your website.

According to this research, customer service provided by live chat is 17-30% cheaper than a phone call. The reason is simple – the phone doesn’t allow you to manage multiple customers simultaneously. When you compare the various customer service options, live chat offers the fastest response times to customers.

This service is greatly appreciated by users who avoid human interaction. A customer can make queries and get responses in the middle of a purchase. Customers from a different time zone can report an issue anytime because live chat offers round-the-clock accessibility. You can add live chat to your online store by downloading plugins, such as Zendesk Chat, Pure Chat and LiveChat.

Consider live chat for your customer service if you:

  • Have an online business
  • Prefer to stay closer to your customers
  • Want cost-efficient but premium customer service

Advantages and Disadvantages of Live Chat Support

Advantages of Live Chat Customer Service:

  • Assist customers in real-time when they are shopping and increase sales
  • Agents can handle multiple customer chats at the same time
  • Easily integrate upselling and cross-selling opportunities
  • Canned responses to automate repetitive replies
  • Webchat conversation archive
  • Customer-friendly
  • Proactive customer service
  • Website integration and high customization
  • Integration with various third-party apps
  • No frustrating operator transfers

Disadvantages of Live Chat Customer Service:

  • Chat replies can often feel scripted and robotic to customers 
  • You are required to offer a solution to the customer almost immediately
  • The use of emoticons or slang by customers can prevent a meaningful conversation 
  • Faster than email but slower than a phone chat
Live chat support is one type of service you should know about.

Chatbot Support

Chatbots are useful virtual assistants. They can answer customers’ questions, collect feedback and much more. If a chatbot is unable to resolve a customer issue, a customer is routed to relevant agents. However, despite the popularity and cost-saving benefits, conversations with chatbots lack a human touch. 

The most significant benefit of chatbots is that they can receive support 24/7. Customers also don’t have to interact with anyone to get their issues solved. Businesses love messaging for the same reasons as customers: it’s fast, convenient, personal, and secure.

Lately, all sorts of businesses have been adopting chatbot technology, including B2B and B2C ones. The real estate industry is one of the top five industries profiting from the use of chatbots (28%). But chatbots will also work incredibly well for other businesses.

Advantages and Disadvantages of Chat Support

Advantages of Chatbot Customer Service:

  • Be available to customers even when your team is offline 
  • Schedule meetings with customer service or sales teams
  • Automatically share links to relevant self-help articles, videos, etc. 
  • Improve your chatbot function over time by adding more questions and answers
  • 24/7 customer support
  • Zero customer wait-time
  • Cost-effective
  • Reduced number of queries to solve

Disadvantages of Chatbot Customer Service:

  • Chatbots can offer only limited responses to customers
  • Robotic responses can frustrate customers and force them to speak with an agent
  • AI-powered chatbots can be expensive for your business
  • Limited in independent query solving
  • Conversation design requires logical thinking
  • Chatbot conversations often lack empathy and personalization

Email support

Email is the classic and common way customers communicate with companies. With the right email management software, email can be one of the easiest ways to organize customer support interactions. While email support is often slower than live chat support, it still provides customers with numerous options. For example, to contact service agents through a text-based format without directly interacting with another human.

This helps customers document important information, explain clearly and avoid time-consuming efforts to receive support. In fact, customers consider email as a more trustworthy and professional channel. In addition, it’s an inexpensive way to communicate to your consumers. Furthermore, your agents get more time to respond. However, after a point in time, it becomes difficult to keep track of every single email. In such a case, you can adopt customer email management software to ensure their proper tracking.

Nowadays, 4.3 billion people all over the world use email and send 269 billion emails every day. Accordingly, your customers choose email customer service because they believe it’s the fastest way to resolve their issues. Email customer service is a good option for companies with a large pool of foreign customers. That’s because their customers can send their queries at any time of the day or night. In addition, it is appropriate for companies that deal with risky or sensitive issues. 

Advantages and Disadvantages of Email Support

Advantages of Email Customer Service: 

  • Record and document customer conversations over a period of time
  • Add a professional touch to your customer service using email signatures
  • Automated email notifications to update customers about the status of their issue
  • Easily attach relevant images, videos, docs, or other files
  • Canned responses for repetitive customer questions
  • Customized email designs

Disadvantages of Email Customer Service:

  • Delayed email responses can make customers feel frustrated
  • Keeping track of emails can get challenging
  • Typing long replies can be time-consuming
  • Lack of real-time human-to-human interaction
  • Difficult to personalize experiences
  • Difficult to read emotions
  • Easy to miss

Social media support

Social media is no longer limited to social interactions between friends and families. In fact, it is one of the most popular digital tools used for communication across the globe. And companies have adapted it to serve as a powerful channel for customer service.

To make use of social media you have to constantly monitor all of the available channels. The best way to do that is to have an employee dedicated to resolving social media queries. Moreover, use proper social media monitoring software that will notify you whenever someone mentions your brand or product.

Social media is an excellent choice for online businesses as they can interact with their audiences in various ways. To respond faster to direct messages, they can integrate live chat with the platforms like Zendesk. According to statistics, around 20% of US customers demand an immediate response to their social media questions or complaints. And live chat integration, coupled with chatbots, will speed up chats, bookings and orders.

The social media platform is used by many companies to advertise their businesses. Besides, it helps them make people aware of their services. However, it is also used to provide support to the customers. Facebook, LinkedIn, Twitter, TikTok and Instagram are the most famous social media platforms. By providing timely help, you can show your potential customers that you genuinely care for them.

Advantages and Disadvantages of Social Media Support

Advantages of Social Media Customer Service:

  • Customers can reach you right from their most-used social media apps
  • Share proactive messages to update customers about downtime 
  • Allow customers to help each other by creating community pages
  • Share customer service success stories and enhance brand reputation
  • Integration with live chat apps

Disadvantages of Social Media Customer Service:

  • Negative customer reviews or comments can impact brand reputation
  • For large businesses, it becomes difficult to track every single social media mention
  • In most cases, the solution has to be shared on another channel 
  • Customers can share tweets or posts at any time of the day, even when your team is not available
Check out social media support tips here.

IVR Support

Interactive voice support is an automated telephone system. It interacts with customers through a dial pad, keypad or voice requests. Based on the customer inputs, IVR systems can understand their problem and offer the correct information. It is a great way for companies to support customers with very simple questions without the agent’s presence.

IVR can handle basic customer requests with ease. For example, when a customer calls to confirm an appointment. The IVR might ask for the customer ID and offer the requested information. In fact, a thoughtfully created IVR can improve the customer journey. However, improper implementation can spoil the whole purpose and lead to frustrated and unhappy customers. 

These systems can be updated frequently to store relevant information that customers are looking for. Hence, support agents can focus on resolving issues that voice support can’t handle. The fundamental challenge of using interactive voice systems is that customers aren’t interacting with an actual human. That means they will sometimes be redirected or put on hold many times. However, this can be avoided by designing IVRs that allow customers to request help from an agent when necessary.

Advantages and Disadvantages of IVR Support

Advantages of IVR Customer Service:

  • IVR is available 24/7/365 to assist customers with their queries
  • It can make your business appear more professional 
  • It can improve the call traffic flow by routing customers to relevant agents
  • Your agents get the time to focus on more pressing issues

Disadvantages of IVR Customer Service: 

  • Limited IVR options can be frustrating for the customers 
  • IVR requires a heavy upfront investment
  • Complex customer issues cannot be solved using IVR
  • Frequent changes in the IVR menu can confuse customers

Video Customer Service

Video is becoming one of the most powerful types of customer service. Live video sessions can help with technical support, product demonstrations or understanding the challenges faced by a customer. However, videos don’t have to be live. For example, you can record tailored walkthroughs and demonstrations. Afterward, you can share them via social media, help center or other channels.

This will allow customers to access the support videos anytime. Moreover, to replay segments in order to apply the troubleshooting steps better. Furthermore, you can use it for personalized customer service. For example, record thank you videos for customers to appreciate them for being loyal to your business. 

Advantages and Disadvantages of Video Customer Service

Advantages of Video Customer Service:

  • Schedule online video meetings in seconds
  • Uploading support videos online can help you reduce your ticket volume
  • Personalized, one-on-one interactions 
  • Easily share recorded videos on social media, help center or other channels

Disadvantages of Video Customer Service:

  • Not suitable for an audience that isn’t tech-savvy
  • Low internet speed or poor connection can decrease the support experience 
  • Creating interactive videos for every common issue can prove to be expensive
  • Live video sessions are prone to distractions

FAQs – Frequently Asked Questions

This is one of the types of customer service that requires the least amount of investment. The FAQ page can be created on the official website or App as well as on social media platforms. A person who prepares FAQ must have deep knowledge about the company’s services and the company’s policies. In addition, the FAQ page is also helpful to convert potential customers.

Annual Maintenance Contract (AMC)

Annual Maintenance Contract is one of the modern ways of providing types of customer service to customers. It is the best way to maintain customers’ loyalty to the organization. Many organizations provide free of cost or at a minimal charge AMC to the customers who buy their products. This way, they can stay in touch with customers. AMC can be provided to the customers free of cost before their warranty or contract expires. After the contract expires customers can be asked to renew the contract or get the paid services.


As seen above, there are various types of customer service your business can offer. In reality, the type of customer service you offer should be empowered to deliver proactive service on any channel. Nowadays, proactive engagement is becoming a crucial type of customer service. It means identifying your customers’ issues and resolving them before they reach out. This can be done through FAQs and self-service pages to email your customer about a specific matter.

The types of customer service you choose will depend upon numerous factors. Such as the demographics of your target audience, their interests, your company’s budget, team size and more. It’s best to mix speed, convenience, personalization and self-service to create excellent customer service for your brand. For example, start with live chat. It’s economic and gives you the flexibility of scaling in accordance with your business requirements.

To choose the best types of customer service for your business, you can always directly ask your customers. Find the channels that work best for them and build the types of customer service around these channels. In addition, keep an eye out for emerging channels. Adopt those that gain popularity among new customers and save the company’s time and money. in short, strive to be proactive and solve issues before they escalate. As a result, it will improve your brand reputation and customer satisfaction metrics. Consequently, you will gain more loyal clients.

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Learn about different types of customers and how to handle them.

Types of Customers and How to Handle Them

Learn about different types of customers and how to handle them.


Customers play a significant role in any business. Research shows that there are different types of customers that require a different approach. Hence, you should strategically segment your customers and handle them accordingly. As a result, you can make a huge difference in your revenue.

To understand customer behavior, it is necessary to identify and segment different types of customers. By understanding the different types of customers, businesses can be better equipped to develop successful strategies.

You can convert more visitors by understanding how each of them typically engages online. Here is how to adjust your approach to best deal with different types of customers.

Types of customers: Before the Purchase

These are the customers that are in the awareness stage of your sales funnel. Therefore, your focus for such customers should primarily be to make them aware of your services. In addition, to win their trust and lead them towards their first purchase with you.

The Lookers

Lookers are the customers who are just browsing through your services. They’ve shown some interest, but they don’t intend to purchase anything yet. They could be looking for the best deal, which means they checked your competitors as well. Very often they want to pay the lowest price for a very specific product.

Some of them might have landed in your shop for some inspiration. They more or less know what they want and hope to find the answer in your online store. Hence, it’s essential to catch their attention and convince them that you have the right solution to their problem.

For example, make your website look intriguing and attractive. Write a compelling copy on your web pages and keep the design innovative. Remove any obstacles or objections on this initial stage. Furthermore, provide a proactive customer experience. Even small elements such as intrusive pop-ups, disturbing ads or difficulty navigating can turn them away.

Therefore, make sure your eCommerce site is easy to navigate and search. Give them a reason to give you their contact information to build a relationship with a nurturing campaign. Cart abandonment emails can be a great way to captivate the interest of a looker. The goal is to guide the looker’s attention to the right places on your website. In addition, it is also important to keep them engaged.

Discount Seekers

Discount seekers are usually looking for the best deals possible. This customer type has an interest in your product only because you reduced its price. It’s quite unlikely that the discount seekers would buy it at the regular price. These customers are analytical and good researchers. They could buy a product they didn’t plan only because they found a bargain. Discount-seekers can be tricky to approach. But you can convince them to stay if you handle them the right way.

For a start, they would want to understand your offer and terms in detail. Help them understand that by buying from you, they are saving money and getting real value. You can talk to them in real-time and boost conversions with live chat or chatbots. Discount customers are usually the least loyal segment of customers. They generally move on when better offers are available elsewhere. However, they play an important role in turning over a company’s inventory. This customer rarely makes purchases on impulse. Thus, advertising sales is the best way to appeal to these customers.

Consider including a “coupons and discounts” page on your website. Often, you can get the prospect’s attention with a discounted item. Next, address specific needs that require an upsell. They often look forward to special events like Black Friday or Christmas. Hence, you can segment and target them with personalized email campaigns. Moreover, highlight the sale products and make it easier for the visitors to spot them.


Researches are highly informed customer types with a strong analytical personality. They compare products like the lookers and hunt for bargains like the discount-seekers. But, unlike any of them, they focus on the value rather than price alone. They have already compared you with your competitors and are looking for the best possible option.

These customers need to feel they’ve adequately considered the options and made the right decision. Help them do that by providing plenty of dimensions, instructions, details, data. In other words- make it easy for them to access needed information which will lead to an informed decision. Add wireframes, white papers and feature comparisons to your website to help them understand your services better.

Focus on your value proposition. Make them realize that you’re offering something that no one else is going to provide them. Ecommerce researchers especially enjoy sizing guides, high-quality photography, and videos. On the other hand, B2B researchers often appreciate downloads and white papers. Have in mind to provide proof that you have a more effective way of solving their issue.

Highlight your credibility and provide plenty of social proof such as testimonials, reviews, case studies. Those customers will look into every detail to be sure they can trust your brand. Therefore, add information such as product details, high-quality pictures and customer reviews. Furthermore, insert feature comparisons to help them understand your offer better.

Researches are one type of customers you should be aware about.

Impulse Customers

Impulse customers act on impulse and purchase products spontaneously. These shoppers are simply browsing services with no specific purchasing goal in place. They have not really planned on purchasing your products, or any products for that matter. However, they are receptive to recommendations on products. Moreover, they have the potential to become loyal customers if your services meet or exceed their expectations.

These customers are second to loyal customers in the generation of sales revenue. Hence, try to remove obstacles and make their purchase journey effortless. Time-sensitive offers work best with these kinds of customers. Therefore, offer them time-bound deals that create urgency. Keeping these customers in the loop on new product offerings goes a long way in improving a company’s profitability. Furthermore, keep your website copy engaging and compelling.

Impulse customers tend to contact support centers with questions about product use cases, warranty, or return policies. Therefore, it can be helpful to have a short on-brand script prepared for these situations. Consider automated responses when triggered by certain questions to keep those customers engaged.

Unsure Customers

These types of customers are similar to lookers but are more confused about which direction to move forward. Convince them to stay with you and handle them the right way with the following steps. For a start, focus on your value proposition and support. Present unique solutions, provide amazing customer service and guide them through every step. 

This way, the unsure customers can grow confident that your company is the right choice. In addition, offer different types of customer service. Make all your contact channels such as chatbots or live chat options easily available. Furthermore, make it easy for unsure customers to reach you.

Need-Based Customers

Need-based customers are driven by a specific need. In other words, they scan your services quickly, purchase what they need and leave. These customers buy for a specific need or occasion and are hard to upsell. Furthermore, they can be easily drawn to other businesses. Therefore, it is important to initiate positive personal interaction with them in order to retain them.

Converting need-based customers to loyal customers is attainable with proper positive personal interactions. They often have practical questions or concerns that can be addressed with proactive customer service. Therefore, strive to achieve positive personal communication to build strong customer relationships. These customers want to be sure you’ll be there to help them whenever they need it. 

Wandering Customers

Wandering customers are somewhat related to impulse shoppers, but much less likely to make purchases. They draw the largest amount of traffic to the company while making up the smallest percentage of sales revenue. They have no specific need or desire in mind but are attracted by the specific factor. 

For example, these customers enjoy the social interaction of the shopping experience. Therefore, spending too much time trying to appease this segment can draw away from the more profitable segments. However, providing insightful information about products can stimulate their interest and ultimately result in a purchase.

Learn about important types of customers and how to handle them.

Types of customers: After the Purchase

The next category of customers are the customers who are new acquaintances to your brand. They have already made the purchase, so you have to focus on retaining them. Hence, the best way to do that is by adding specific value.

New Customers

A new customer is a person who bought something from you for the first time. Their needs most likely involve looking for guidance through a simplistic issue. Therefore, guide them through each step and provide them with comprehensive guidance. As a result, your support will make a lasting first impression that will strengthen your relationship.

Try to make the extra effort by providing options such as live chat, video chat and co-browsing. Include educational resources such as onboarding emails, videos, tutorials or blog posts. By providing such options, your customers will know that you genuinely value them. As a result, there is a great opportunity to create brand loyalty and turn them into repeat customers.

New customers need to feel they made a wise decision and that you’re glad they’re your customers. Hence, build the relationship with a nurturing campaign. Greet returning customers, extend special offers to them, acknowledge and thank them at every turn. Then, continue educating the customers with email newsletters.

Active Customers

Active customers are the ones who are actively using your services. However, they’re not your loyal customers yet. This means, if offered a better deal by your competitors, they are likely to switch. Hence it is crucial to nurture them the right way.

Exceptional customer service, continuous engagement and interactions will make those customers attach to your brand more. Make them feel confident about you caring for them. Take the extra effort to lead your customers towards success. As a result, it will make them stick with you for a long time.

Lapsed Customers

Lapsed customers are the ones who stopped using your services for some reason. For example, they lost interest or switched to your competitors. Perhaps their goals have changed, so they no longer need your solution. Or, they experienced poor service at some point.

Identify lapsed customers as soon as possible. You can identify this type of customer through specific behavior. Typically, they don’t click through your emails or haven’t used your services for a long while. If you don’t activate and recover them, latent customers will become churned customers.

After segmenting these customers, find out why they left you. Get in touch with them to find out why they haven’t been using your services lately. Reach out to them with personal emails as part of your re-engagement email campaign. Have in mind that they are familiar with your services and that you still have an advantage over your competitors.

Therefore, proactively take steps to convince them to purchase from you again. Next, fix issues immediately and let your lapsed customers know that you’ve fixed them. Reach out to them, apologize and inform them that you’ve resolved all their pain points. As a result, you have the opportunity to convert them into loyal customers.

Unhappy Customers

Unhappy clients have made purchases but are unsatisfied with your brand or your services. It’s important to identify these customers as soon as possible and investigate the cause. Track them based on customer service complaints, stopping auto-renewals for subscriptions or negative reviews. Segment those customers and find out why they left.

Furthermore, it’s crucial to handle these customers the right way. Follow up with them through different support channels such as live chat and ask them for feedback. Once you’ve identified these customers, talk to them, understand their complaints and objections. Most importantly, apologize for the inconvenience and offer a solution. If you can fix them, you can turn dissatisfied into loyal customers. Finally, let them know that you’ve handled the source of their dissatisfaction.

Loyal consumers are one type of customers you should be aware about.

Loyal Customers

These customers are the best kind of customers to have for your business. They keep coming back to you for different services and seem to be impressed with your brand. However, they may be expecting an even higher standard of service.

Loyal customers are those who have made a commitment to your service. Moreover, they are also the most likely to generate the majority of your income. In addition, they are likely to recommend your services to others. Therefore, it’s important to meet their needs by providing them with a personalized experience.

For a start, connect with them to understand what made them your loyal customers in the first place. Learn how your product helped them resolve their problem. Use their experiences and try to replicate the same for all your other customers. Afterward, feature your loyal customers on case studies or get their testimonials and reviews. Consider adding reward programs and interactive social media to keep them coming back. 

It’s essential to keep these customers involved, engaged and valued by your company. This will make them feel respected, and you get more social proof for your website. Consequently, these customers can become your brand advocates and strengthen your brand awareness.

Lifetime Customers

Lifetime customers are your loyal customers. They have opted for a lifetime subscription to your service. While focusing on converting other types of customers, don’t forget about them. These customers types are going to bring you tons of new customers and good PR. Hence, create value for them and make them a part of your community. In addition, educate them about your referral programs. Ultimately, provide them with some incentives for referring you to other people.

Referring Customers

Referring customers are happy with your services and willing to refer you to new customers. However, they are rarely going to refer new customers themselves. Hence, take the first step by identifying those types of customers. For example, ask for feedback from your active customers. If you receive positive feedback, ask them if to refer your services to other people. You can also provide them with some incentives for referring new customers to you. As a result, it will motivate them to refer more people to your brand.

Advocate Customers

Advocates are the most profitable clients of yours. Apart from being loyal or lifetime customers, they are also your brand’s loyal advocates. They talk about your company and they’ve already referred a bunch of customers to you. Thus, put your advocate customers in the limelight at every chance possible. 

Use them for your case studies, put up their testimonials on your home page. This will encourage them to advocate for your brand even more. Make sure that you never disappoint them with any bugs or customer service issues. Always be there for them throughout their journey striving to lead them towards customer success.

Referral customers

Referral customers have been referred to your brand by one of your loyal customers. Some of them will have no issues with using your services while others will require guidance. Hence, consider tailoring your onboarding process for those customers you acquired through referrals. Referral customers may be interested in some specific services that your loyal customer told them about. Thus, it’s best to interact with such customers. Give them all the support they might need to succeed. Get in touch with them and ask about their expectations from you.


No customer is the same, they differ on many levels. Moreover, each consumer buying behavior requires different marketing approaches. Identifying and getting to know them will help you convert and keep them happy. However, it is unlikely you’ll meet customers who perfectly fit a single type of customer. Most of them will be a mix of different types. That’s why it’s important to understand the types of consumers as well as their type of online behavior.

As a result, you will be able to craft an effective and profitable marketing strategy. Each customer who lands on your website or in your store has their own needs and goals. Discover them and tailor your communication and support. Finally, provide them a personalized experience, world-class customer service and clear product value. Only that way you can convert regular buyers into loyal customers.

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How to identify and meet customer needs successfully



Customer needs are defined as the influential factors that trigger them to purchase your service. They are generated when they come in contact with your business, your competitors or when they search for the solutions you provide. Identifying customer needs is important for businesses looking to create a product that truly speaks to their customers’ problems.

In order to identify customer needs, it is important to understand the reasons behind their decision-making. And for that to happen, it’s very important to know who your customers are. By defining your target audience, you will find out who they are, what they buy and why they buy it.

The more you know about your customers, the more effective your sales and marketing efforts will be. If you’re selling to other businesses, you’ll need to know which individuals are responsible for the decision to buy your service. If you know the challenges that face them, it’s much easier to offer them solutions.

Being customer-focused help in understanding customers better and aligning services to create great value. In fact, customer-centric companies are 60% more profitable than companies that don’t focus on customers. Identifying and meeting customer needs should be the focal point of every business to build a solid customer base. Once you have a clear knowledge of your target audience, you can further use it to persuade your customers.

10 things you need to know about your customers

Who they are

If you sell directly to individuals, find out your customers’ gender, age, marital status and occupation. If you sell to other businesses, find out what size and kind of business they are. For example, are they a small private company or a big multinational?

What they do

If you sell to individuals, it’s worth knowing their occupations and interests. If you sell to other businesses, it helps to have an understanding of what their business is trying to achieve.

Why they buy

If you know why customers buy a service, it’s easier to match their needs to the benefits your business can offer.

When they buy

If you approach a customer just at the time they want to buy, you will massively increase your chances of success.

How they buy

For example, some people prefer to buy from a website, while others prefer a face-to-face meeting.

What makes them feel good about buying

If you know what makes them satisfied, you can serve them in the way they prefer.

What they expect of you

For example, if your customers expect reliable delivery and you don’t disappoint them, you stand to gain repeat business.

How much resources do they have

You’ll be more successful if you can match your offer to what you know your customer can afford.

What they think about you

If your customers enjoy your services, they’re likely to purchase more. And you can only explore problems that customers have if you know what they think about your service.

What they think about your competitors

If you know how your customers perceive your competition, you can stay ahead of your rivals.


Types of customer needs

Customer needs are about delivering a better experience by exceeding their expectations. When you anticipate what your customers want, you can create relevant content. Furthermore, you can expand your services to meet those needs early. Customer needs can be classified on the basis of customers of the market demographics:

Product needs

Product requirements are associated with and around the product. If your product matches your customer’s needs they become your potential buyers. The main attributes of product needs can be: 

Price – Customers generally set their budgets for any product purchase.

Features – Customers look for features that would solve their problems and reliability in functioning while using the product.

Effectiveness – The product should be effective in order to save time.

Service Needs

Service needs refer to the emotional needs of the customers. Being able to provide the customer service needs can give your business a competitive edge. The key attributes of good service can be:

Empathy – Customers stay loyal to brands that serve them with an empathetic attitude. 

Clarity– Customers look for transparent information from the brand related to pricing, refund policy, etc.

Information – Customers need information from the point of interaction until the end. Educate them with FAQ pages, Knowledge base, How-to videos and more.

How to Identify Customer Needs

Method 1: Create a Survey

Surveys help you find out more about your customer base and your target audience. They allow you to get into people’s minds and discover the reasons why they buy from you. Ask questions that help you see the attitude people have toward different aspects of your brand, such as:

For example, set a list of positive and negative adjectives and ask customers to select all that they feel apply to your customer service. Include questions that compare your services to that of a competitor. Try to understand why your customers have chosen you over other similar products offered by other brands. 

Use surveys to understand the usage trends of customers. For example, is there a time of the year when customers purchase a certain product more? Are customers using your products in the way you were expecting or to accomplish other goals?

Method 2: Use Social Media & Review Data to Discover Sentiment

Social listening allows you to monitor online conversations about your products or brand by following certain hashtags or even searching posts by keywords. That way, even when people don’t tag you in their comments, you still see what they’re saying about you. Use a social listening tool, such as Hootsuite, in order to monitor conversations and see what people really think of you.

Furthermore, collect the data. See what adjectives people use to describe your brand, and the ratio of positive to negative comments. This will help you see where your brand is doing well and where you need to put in some extra effort.

Method 3: Keyword Research

One of the earliest ways to determine your customer’s needs is to conduct keyword research. For example, what do you do first when you have a question about a product? Probably use Google to search for the answer to your question. Therefore, your customer’s needs can be found in how they search for your company or your services online. 

For this reason, keyword research will give you the earliest insight into the needs of your customers. Understanding customer needs is at the center of every successful business, whether it sells directly to individuals or other businesses. Once you have this knowledge, use it to persuade your customers that buying from you is in their best interests.


How to meet customer needs successfully

Meeting customer needs is crucial for any business looking to retain and attract new customers. Once you have knowledge about your customer’s needs, integrate that knowledge into existing processes. Your brand can only grow if you meet your customer’s needs in all areas. This can mean updating an entire marketing campaign or modernizing existing product features. After you’ve identified what your customer needs from you, analyze the data you’ve collected. Finally, make sure to deliver what customers are asking for.

Deliver quality customer support

Customers prefer brands that offer real-time support. In fact, 66% of customers believe that valuing their time is the most important thing in any online customer experience. Therefore, focus on providing exceptional customer service and resolving their problems.

How can you enhance your customer support quality?

  • Provide real-time support. Connect with your customers with live chat to deliver real-time assistance for sales and support queries. 
  • Use live assistance solutions. By using tools like co-browsing and video chat, you can provide faster solutions by reducing the number of touchpoints.
  • Automate your customer support. Use a chatbot template to engage with customers 24/7 and answer their simple queries promptly.

Map your customer journey

A great way to meet customer needs is by understanding the different customer touchpoints and how they interact with your business across these contact points. You can map your customer journey to get a visualization of the process they go through when engaging with your services. 

Mapping journeys include multiple phases and touchpoints the customer goes through, right from prospect to loyal customers. It helps you detect efforts and identify opportunities for improvement. Identifying and meeting customer needs in the whole journey are all about providing a delightful experience that will further cultivate loyalty. 

Measure customer satisfaction regularly

To know how happy your customers are with your overall business, measure it on a regular basis. Choosing the right communication channels and customer satisfaction metrics is crucial. The key KPIs are customer satisfaction score (CSAT), net promoter score (NPS), and customer effort score (CES). They help in measuring performance, monitor, and analyzing satisfaction levels in the overall customer journey. 

Measuring customer satisfaction provides deep insights into your overall business performance. Based on that you can improve on the areas you are doing well and have loopholes. Based on the CSAT scores, you can restructure your services in order to reduce customer churn by boosting the satisfaction rate.

Be consistent in customer communication

Meet your customers’ requirements and make the right efforts to understand the goals and capabilities of the company. Use every possible strategy for effective customer service communication:

Develop a customer centric culture

Another way to meet your customer needs is to create a company culture that is focused on customer experience at every touchpoint. The customer experience (CX) is the major differentiator for every business. It includes visualizing interactions through every touchpoint from the customer’s perspective.

Align your company culture to focus on the customer experience first. Your employees make or break most customer touchpoints, so be clear on your brand’s values and what makes the experience delightful. Empower your support representatives to be proactive, thoughtful, and creative in making it practically happen. 

Enhance the USP of your product

Every business needs a reason for its customers to buy from them over their competitors, which is known as a Unique Selling Proposition (USP). Your USP can change depending upon the changes in your business and for different types of customers.

The USP of your product can be effective to differentiate your brand when the customers are making their buying decision. If your products are built across helping customers to resolve their issues faster, it will attract them and keep them coming back. Implement the following tips:

  • Conduct customer research on identifying customer needs and analyzing them in order to improve your services.
  • Ask customer feedback and categorize it further to improve brand value to match with customer needs.

Require customer feedback

Customer feedback is a vital ingredient for the success of every business. It helps to enhance your services to better suit the needs of your customers. This will then raise the chances of the purchase of your improved services. Choose the right time to ask for honest customer feedback. For example, after the chat session of a successful transaction. Afterward, analyze the feedback to generate valuable insights and recreate better products as per their needs.

Essentially, once you receive customer feedback, follow certain steps that give opportunities to know your customer needs. Analyze the data according to internal & external customers’ needs and expectations and enhance it. Figure out the gaps between your business and customers. Set new plans and strategies to reduce the gaps.


How to make sure your services are meeting the needs of your customers


Customers are more concerned than ever about price. Are they getting the best deal? Is this comparable to a competitor? Are they paying for convenience or getting the premium services available? In fact, 60% of customers consider price before anything else, and 81% say that it’s essential to compare prices between different sellers.

Especially if you’re competing against companies with similar products, the price could be a big factor in a customer’s purchase decision. Considering offering the right kind of discount to customers who are cost-conscious could help you win more business.

Reliability and Risk Reduction

People want to know they’re not at risk of losing their money or time. They need to rely on your product’s ability to function properly for a reasonable amount of time. That’s why your product return policy and guarantees are so important. This is an essential factor that you’ll need to cover if you want to meet your customers’ needs.

Usability & Convenience

For your products to meet people’s needs, they must be useful and convenient. Find out exactly what your customers use your services for and why they like them. Once you understand the different uses that customers have for your products, you can adapt to better fit their needs.


People need to know exactly what they’re paying upfront and without hidden fees. That’s why companies need to be transparent about what customers are actually going to pay at the end.  Furthermore, transparency can result in generating conversation online and creating more brand loyal customers.

Other brands promote transparency through the voice of the customer. By enabling customer feedback through ratings and reviews, questions and answers and visual content, businesses leave less room for consumers to second guess buying decisions.


Another common customer need is having some control over the product. This could mean a number of different things. For example, subscription-based brands can offer control over the terms or the length of the subscription. Ecommerce brands can offer different options for delivery, especially during busy holiday seasons. Also, control could mean customization of the product itself.

Empathy & Friendliness

When it comes to customer service, people need to feel that a brand understands and cares about them. In fact, 51% of people who are faced with a bad customer service experience say they’ll never do business with that company again. On the other hand, customers in the U.S. are willing to pay 17% more for a company that offers excellent customer service. Consequently, you need to provide outstanding customer service if you want to meet your customer’s needs.


Sometimes, people may be unsure of what suits their particular needs. In this case, they need further guidance. You can provide it to them by being available to answer their questions or include a live chat on your website. Next, produce informational content. Try to include knowledge bases for software, instructional blog or video content.


When you start prioritizing customer needs, implement them successfully in your services. Being able to deliver a great experience grows your customer base of loyal customers. Having good knowledge of customer needs and wants helps you level up overall brand recognition. Furthermore, it gives your business a competitive advantage to stay a step ahead in the market

We can help your business grow and progress.

If you require guidance with setting the winner marketing strategy, contact us today.

Fill in the application form below and schedule a free consultation with us!

Read what is it and how to improve brand perception.

Brand perception [What is it and how to improve it]

Read what is it and how to improve brand perception.


Brand perception is the sum of consumer feelings, attitudes and experiences with a service. These thoughts and feelings happen when a consumer is aware of the brand and interacts with its service. Brand perception is what customers believe a service represents, not what the company owning the brand says it does.

It is based on the customer use, experience, functionality, reputation and word of mouth recommendation. When a brand delivers or exceeds customer expectations, it has the potential to establish loyal brand equity.

The recipe for a strong brand perception is to connect your company’s personality to five senses. As a result, it will resonate with customers and leave a lasting mental impression. For example:

  • Visual: Craft instantly recognizable logo and invest in entertaining commercials
  • Auditory: Use catchphrases to make your way into popular culture
  • Olfactory: Try patented scents in order to trigger emotions and enhance the overall brand experience
  • Taste: Offer free samples or special deals to try new services
  • Touch: Nurture client relationships by staying in touch with them

The importance of positive brand perception

The ultimate goal of brand perception programs is to develop brand value and brand equity. Brand equity is the extra value a company gets from a product with a recognizable name. When high, your customers will feel more confident and comfortable to purchase your service instead of competitors.

It may take your brand multiple touchpoints and positive experiences to generate an influential impact. However, it may only take one negative experience to completely destroy a consumer relationship. The reality is, we’re far more likely to share bad brand experiences than good ones.

Positive brand perception will result in consumers choosing your business over a competitor. It also means that they’re likely to bring in new customers to your business. In fact, 60% of customers will refer friends and family to their favorite brands. Moreover, other businesses will be more interested in partnering with you. In addition, it will be easier to launch new products.

How to improve brand perception

Brand perception is an essential component in building brand equity. Therefore, it is important to measure it regularly and identify what drives improvements. Measuring the brand perception of your competitors can help you understand where your strengths and weaknesses lie. As a result, brands can better understand which aspects are contributing to their perception. These insights can then be used to help support initiatives to reshape and increase brand perception. There are several things you can do to measure how customers perceive your brand:

Know your customers

Before you can improve customer perceptions of your brand, it’s essential to understand your customers. Find out your customer’s age, gender, location, language, profession and interests. Understanding your customers can provide a solid foundation for any efforts aimed at elevating their perceptions.

Listen to their feedback

The only way to know how people perceive your brand is to ask them directly. Collect your customer’s and employee’s opinion and perform a brand perceptions analysis. Study these insights to get the most out of their feedback. Afterward, implement it to your strategies to boost brand perception.

Meet their expectations

Once you have identified the target audience, start providing them with the right content. Make sure your websiteblog and social media channels reflect your brand messaging. In addition, optimize them to reach as many people as possible. Furthermore, understand their preferences and expectations to adjust your customer experience strategies. For example, providing personalized customer service can go a long way to elevating experiences. In turn, it can influence how they perceive the brand.

Staying up-to-date is an important part when improving brand perception.

Stay up-to-date

Nowadays, business changes happen rapidly. Hence, it’s important for your law practice to stay up-to-date with the latest laws, trends and technologies. When changes happen, consider implementing innovations that will help you elevate your brand. Refreshing your brand can revive its image in the eyes of the consumer. For example, modernizing your logo or changing your website design.

Focus on the customer service

Show your customers you care about their experiences and are always looking to be better. Check-in with your customers to get insights into their perception of your brand. See if their perceptions change over time. Accordingly, use it to your advantage to stay on track.

Track online reviews

According to a Brightlocal survey, 91% of consumers trust online reviews as much as personal recommendations. Your potential customers are probably evaluating your business through reviews on sites. For example, YelpG2CrowdReddit and others. Make sure you are notified when someone mentions your brand. For example, on online forums, customer review sites, blogs and news sites.

Brand perception surveys

Brand perception surveys provide targeted insights from your customers to understand how they perceive your brand. Hence, collect customer feedback at all your touchpoints on all channels. Include your website, mobile app or email. These insights will help your future strategies and drive customer-centric action to boost customer perceptions. There are a variety of survey types that capture the feedback of the customer journey:

  • customer satisfaction (CSAT) survey measures customer health and sentiment by asking customers targeted questions. It’s usually sent after a specific customer experience. For example: On a scale from 1 to 5, how are you satisfied with our latest product?
  • Net Promoter Score® (NPS®) measures customer loyalty with the following questions. How likely are you to recommend our brand to a friend, colleague or family member? Why or why not? It is typically sent at specific stages of the customer lifecycle. Moreover, it’s an effective way to identify brand advocates or brand detractors.

Consider running brand perception surveys quarterly to track the progress of your brand. Furthermore, practice conducting employee surveys and interviews. That will help inform your next steps and strategies for moving forward.

Brand focus groups and forums

Focus groups and forums give you the opportunity to hear the positives and negatives of your brand. You can benefit from customers feedback and develop a genuine understanding of what works well for your brand. Online brand forums can be useful if you find it hard to reach your customers and strengthen your brand.

Social media monitoring

Social monitoring can provide important insights into the performance of your social messaging. When knowing what people are saying about your brand, you can grow your social media presence faster. By monitoring a brand’s social presence, you can reveal insights such as:

There are plenty of social media monitoring tools that offer insights through social media conversations. For example Brand24, Hootsuite, Sprinklr and others.

Social media monitoring is an important part of improving brand perception.

The Importance of Brand perception

Profile your target audience

It’s crucial you understand your audience on a deep level. You can do that by creating a Buyer persona, or a profile of your ideal client. In order to do that, you need to access their demographics and psychographics. Demographics consist of factors such as gender, age, education, profession, income level, marital status etc.

Psychographics is the classification of people according to their attitudes, aspirations and other psychological criteria. In short, demographics represent what your customers are while psychographics represents who and why your customers are. When you understand your target audience, you’ll be able to predict their shopping behavior and attitudes.

Download our FREE Buyer Persona template here to make it easier for you to profile your target audience.

Understand pricing perceptions

What is the primary positioning goal for your brand within the marketplace? Are you facing a highly competitive environment? Is it more important for your brand to have the lowest price among competitors? However, it’s essential that you know how consumers view your brand’s worth. That way you will be able to determine if public perception aligns with your strategy and goals. 

Define brand equity

How do your customers feel about your brand? Define their sentiments by focusing on Brand identity and Brand relationship. Brand identity represents how do they identify your brand within the marketplace. It is directly related to your brand’s personality. In short, a brand’s personality is a combination of performance and visual brand identity.

Performance stands for how well it meets the functional needs of your customers. Visual brand identity represents how well it meets the psychological needs of your customers. How customers align with both aspects of your brand’s identity greatly informs how you communicate it. Defining your brand’s core values through effective messaging will impact how consumers react to it.

The second aspect of brand equity is a connection your customers have with your brand. Ideally, you want customers who are actively sharing and connecting with others who associate with your brand. Therefore, strive to convert these customers into loyal clients and brand advocates using the techniques above.

Understand drivers and barriers

Understanding your customer’s motivation will allow you to convert the curious into the committed. These barriers frequently include pricing, interface, risk, urgency and trust. Clarifying these drivers and barriers that motivate your customers will influence long-term loyalty. 

Utilize white space opportunities

White Space is where unmet and unarticulated needs are uncovered to create innovation opportunities. In other words, it gives you the opportunity to take advantage of unused potential brand areas. These areas can be used to identify an entirely new market or map innovation within an existing service. White Space can ultimately define a new source of customer value that can then be translated to economic value. A deep understanding of your customers’ values will enable your brand to enter these valuable spaces.


In sum, brand perception is what consumers believe a service represents. Not what the company owning the brand says it does. Hence, brand perception elements are based on customer experience, functionality, reputation and recommendations. When a brand delivers or exceeds customer expectations, it has the potential to establish brand loyalty. The biggest reason consumers cite for their loyalty to a brand is that they love the service. By combining the tools above, companies can monitor brand perception and improve their overall business strategy.

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Get started with your brand mission statement.

Getting Started With Your Brand Mission Statement

Get started with your brand mission statement.

What is a mission statement?

A brand mission statement communicates a brand’s purpose, objectives and how it plans to serve its audience. It is action-oriented and gives clients an idea of what your business does and what impact it wants to make. Furthermore, it sets the approach you’re currently following to achieve success.

Your mission statement defines the purpose of your business for both your employees and your customers. Therefore, it should be able to excite your consumers as well as your employees. Furthermore, it should focus on what your brand wants to achieve and aim straight to that goal. 

In short, your mission statement serves as the roadmap to achieve your vision statement. Defining a clear mission for your brand will help you identify your target audience. Once you have a clearly defined mission statement, you can connect everything your brand does to that mission.

Furthermore, it will help you differentiate yourself in the marketplace. The best mission statements are a valuable branding tool that can help inspire your customers, employees, partners, investors and other stakeholders.

Crafting your brand mission statement

Your mission statement should be authentic and representative of your brand. It should also reflect your long-term goals and the larger purpose of the brand. In other words- it should stay relevant for at least 2-3 years.

Answer these questions during the process of crafting a brand mission statement:

  • In what ways does the brand add value to its audience?
  • What is the larger impact you want to achieve?
  • Are these goals actionable and realistic?
  • Can the brand embody this mission in every aspect of the organization?

A mission statement articulates a company’s purpose as a way of unifying the organization. Furthermore, your brand mission will be a cornerstone in every aspect of your branding process. It will help your audience understand the purpose of your brand and what it aims to accomplish. 

When crafting your mission statement, follow these steps:

Step 1

What does your company do? Describe which services does your business offer.

Step 2

How does your company provide those services? Describe how your business generally operates. Incorporate one or more of your core values into your description. For example, providing high-quality service or superior customer service.

Learn how to write your brand mission statement.

Step 3

Why your company does that business? Describe the passion behind your business. For example, provide legal services that allow clients to solve their problems.

Step 4

Apply your mission statement. Make your mission statement the center in the minds of everyone who works in or interacts with your business. Besides stating why your business exists, explain to them why they would want to do business with you. Finally, make sure your mission statement is highly visible on your website, your business premises and all your marketing materials.

How to write a great mission statement

Your mission statement is your opportunity to define the company’s goals, ethics, culture and norms for decision-making. Typically, it includes general descriptions of your organization, its core function and its goals. Depending on the focus of your business, your mission statement may be broader.

Moreover, your mission statement will likely evolve over time as your business grows and changes. Therefore, don’t avoid making adjustments when necessary. A well-crafted mission statement focuses the business for both employees and the target audience. For consumers, it sets the company apart from the competition without limiting the business purpose.

The Key Elements of a Mission Statement

1. State your beliefs

State fundamental beliefs about the world and your place in it. Those beliefs should filter your view on life and work. For example, you believe that your company’s responsibility is to be part of the change you want to see in the community. Or, you believe small gestures have a big impact. After you have set the foundation for your business’s approach and its place in the world, proceed to the next step.

2. Set your core values

What things do you truly value? Is it integrity, duty or responsibility? Maybe it is hard work, or helping others in need. Give it thoughtful consideration and list out your main values. That way you will be able to understand the core motivations for the decisions you will make in the future.

3. Define your company’s purpose

Why does your organization exist? Combine your beliefs and values in order to clarify your primary motivators. Make a list of your brand’s goals and the impact you hope to make on your audience and in the world. For example, your company might exist to give opportunities where none can be found.

After you’ve answered further related questions to your business, you will discover the deeper purpose for why your organization exists. As a result, you will experience the breakthrough necessary to writing a compelling mission statement for your organization.

Find out what are the key elements of brand mission statement.

4. Decide your action word

What action word is best for your organization? For example, it could be helpful or empowering. Your mission statement should inspire people to action and that’s why it is important to set your action word. Accordingly, include it in your mission statement afterward.

5. Choose how you want your mission statement to be perceived

When crafting a brand mission, involve people from all areas of your organization. Share it with your team members and those who can give you objective feedback. Consequently, it will need to resonate with people inside and outside of your organization. Employee feedback may be able to highlight gaps between the mission itself and the internal culture of your brand.

6. Communicate your mission statement

Build a plan for how you will communicate your mission statement. For example, mention it at meetings, put it on posters, use it as tangible proof of actions happening in your organization. Make sure you share your mission statement with your customers, employees, partners, investors and the public at every opportunity. Communicate it on your website, written materials, marketing documents and internal communications. Even in your office!

7. Review and revise

Your brand mission needs to be reflected in all aspects of your organization. This includes your hiring process, internal communication practices, marketing and everywhere in between. Keep in mind that good mission statements serve multiple functions, define objectives and live for a long time. However, don’t forget to review and revise it if needed in order to reflect your company’s values and goals properly. As your brand changes, the mission statement can shift to reflect that growth and change. Revisit your mission statement every few years to make sure it still aligns with the brand’s goals and purpose.


A company’s mission statement is an expression of its core values and its purpose. It reflects a company’s values, philosophy, and competitive advantages. In other words- a mission statement is a declaration of what makes the business important. It guides the actions of the employees and draws in customers by creating direction by explaining what the company intends to accomplish.

The mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement. If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission. Some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Finally, keep this in mind:

  • Keep your mission statement short and concise. Sum it in just a few sentences, or even in no more than 20 words. Great mission statements are to the point and say more with less.
  • Think long-term. The mission statement is an investment in your company’s future, so keep it open enough to reflect your long-term goals.
  • Find out what your employees think of the mission statement. Include them in the process and ask how they would improve it.
  • Change it, if needed. If your mission statement no longer represents the company, it’s time to rewrite it!

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Get started with your brand vision statement with this useful guide.

Getting Started With Your Brand Vision Statement

Get started with your brand vision statement with this useful guide.


Brand vision refers to the ideas behind a brand that help guide the future. It clarifies your main business goal and states what your law firm is aiming to achieve in the future. Your vision statement should define the core ideals that give your company direction. The brand vision reflects and supports the business strategy, differentiates from competitors and resonates with customers. Finally, it inspires your employees and partners and influences further marketing programs.

Your Brand Vision Statement Should Be:


It should inspire the people around your brand. It should motivate your employees and help to transform your customers into people who are devoted to your brand. In other words- it should generate brand loyalty.


Your statement needs to be aspirational, something that forces your company to challenge itself every day.


Your vision statement should be the embodiment of your personality and your brand ideals. Furthermore, it should be achievable in order to inspire.


Your vision should be something you can share with everyone in your company’s hierarchy.  If you’re all working towards the same goal, you have a much better chance of success.


A brand vision statement can be powerful. Moreover, it should be able to align people from different backgrounds and environments towards an ultimate goal.


Finally, it should be concise, clear and easy to understand and recognize. Use simple, effective language to describe your vision in no more than two sentences.

Your brand vision statement should be clear and easy to understand.

Getting Started With Your Vision Statement

A brand vision should define what you stand for and how you’re different from the competitors. Furthermore, how you’re going to achieve something that’s never been done before. In other words- your vision statement should define your long-term aspirations.

Start with being specific and clear about what you want to accomplish with your brand. That way you can prioritize your efforts and make the necessary changes for success. From a basic perspective, writing a brand vision statement begins with understanding and defining your company. Think about what you believe your responsibility to your customers is. Your values might include:

  • Offering the highest-quality service
  • Supporting satisfaction within your corporate culture
  • Providing competitive prices, while still making a profit
  • Serving and supporting local communities
  • Defining your hopes and aspirations

Your brand vision should identify the single most important reason your business exists. Regardless of rebranding, changing your name or updating your logo, your vision should remain the same. Consider changing it only when it becomes outdated or you reach your goal.

Important Questions To Answer

Identifying your vision should determine how your brand will move forward. In other words- your vision should clearly identify your ambitions and the purpose of your brand. When developing your vision statement, use the following questions:

  • Why are your services important?
  • What makes your business unique?
  • How will your future customers describe your brand?
  • What is the reason your brand exists?
  • What does your business provide?
  • How do you help people?
  • What goals are you trying to achieve?
  • How are you planning on achieving those goals?
  • What change are you trying to make in the world?
  • What ultimate benefits can your services deliver?

Use your answers to compile a vision statement that describes the perfect future for your brand. Have in mind it should create an impact that is both aspirational and inspirational. Moreover, it should give your consumers an idea of how your brand can affect them.

How To Create a Brand Vision

State your business’s purpose

A brand vision statement needs to be business-specific in order to be effective. Furthermore, it should highlight your business purpose and the strategies you plan to use for success. This can be crucial in helping you figure out where you’re heading in the future.

Include your USP

The key to a really powerful brand vision statement is figuring out what makes you different. To do it, explore your Unique Selling Proposition. Look at what you consider to be the most significant parts of your business in terms of differentiation. For instance, do you put customer service above all else? Are you an innovative company in your industry? Use your unique position in the marketplace and think about how you can implement those things into your vision statement.

Outline your core values

Include the core values of your company into your brand vision statement. Think about why your company exists and why it’s better than your competitors. The values of your brand should inform parts of your brand identity including your company name, your brand logo design etc. For example, your values might include things like honesty, integrity and sustainability. Think about how you’re using your values, to take you closer to your organizational goals.

Check out these tips to learn how to write brand vision statement.

Think about the future

Your brand vision statement is your roadmap for the future. It should motivate your employees and inspire your customers. Furthermore, it should remind you of what you hope to achieve in the next five or fifteen years. To define your future goals, try using this formula:

 [Five/Ten/Fifteen] years from now, [Company name] will be [______], in [____] with [_____]. 

This framework will help you to choose the most important goal for your brand at this time. In addition, it will set the deadline for success. Once you have an idea of your future, you can adjust your vision statement accordingly.

Review your vision statement template

Living by your brand vision statement is key to success. However, it should be open to flexibility as your company evolves. Hence, be aware when your vision statement is no longer inspirational or appealing. Review your vision statement regularly and think about how it aligns with your customer’s needs and your business’s progress.

Align your vision statement

Your brand vision, mission and values need to work together in order to be effective. Therefore, make sure that the elements that make up your brand are consistent and properly aligned. Otherwise, your customers and employees are going to end up confused. Make sure to double-check this when determining your brand identity.

Apply your vision statement

Use your vision statement to help you make decisions about your company when it comes to long-term business planning. In other words- keep your vision statement alive in everything you do. Share it with your staff members, your employees and your potential partners. If you live by your statement, then you’ll be more likely to create customer affinity and brand advocacy.


A brand vision statement is key to helping you stay on track towards your goals by communicating your company’s unique attributes. Furthermore, it should focus on the future and clearly define what you can offer your community. You can use this statement to focus your brand message and improve operational efficiency.

However, it should help align corporate culture and give your customers something more powerful to connect with. Revisit your vision statement periodically and make sure it is still the roadmap for achieving your business goals.

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If you require guidance with setting the winner branding strategy, contact us today.

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Find out how to establish brand presence for law firm.

How to Establish Brand Presence for Law Firm

Find out how to establish brand presence for law firm.


A company’s presence is what the company outwardly projects and how the company presents itself. In addition, it is the values a company communicates to its audience and what they can expect from their service. It is also what sets a company apart from the competition.

Brand presence and awareness are often measured by how well a consumer can identify and connect with both the brand and the company. Having a strong brand presence will benefit any company regardless of its size, industry, or location. Specifically, a strong brand presence for law firms can help your company:

  • Build and grow your reputation
  • Stand out and apart from competitors
  • Convey stability
  • Positively influence potential customer’s purchasing decisions
  • Project your specific values in order to reach and attract your ideal client or consumer
  • Acquire new customers easier
  • Construct loyalty and trust

The internet can be a valuable tool for businesses. It provides an opportunity to broaden your reach and communicate with consumers on a global scale. Furthermore, it allows you to educate consumers about your brand and highlight your unique features.

If you want to achieve success in your industry, the first step is to establish your brand presence. Inform the audience about your brand, what makes you unique and what your business stands for. When creating a brand presence for the law firm, prepare a clear strategy and plan. Here is a combination of marketing tactics to improve your brand presence in 2021:

Cultivate a strong story

It is important that your company’s story is cohesively defined. Consider your missionvision and values as the foundation to a compelling brand presence. If you are unsure of where to start begin by asking yourself, “How will my service help someone?” and “Why did I start working this job in the first place?”

Focus on your target audience

For every marketing activity to be as effective as possible, companies must focus on their target audience. For a start, explore and understand the concerns, needs, preferences and lifestyle specific to your target audience. Furthermore, strive to develop a strong level of trust between your company and your consumer. As a result, you will be able to give them the information they want and need in a way they will understand.

Moreover, maintaining outstanding customer service can help grow the level of trust. Have your target audience in mind before maximizing brand presence for your law firm. Once you know your audience, you can easily create campaigns aimed at your target customers.

Build Website

The most essential step in boosting your brand’s digital presence is creating a professional, user-friendly website. Your website is an incredible asset that allows consumers to find you and contact you. Moreover, a site designed for an enhanced user experience can make a powerful first impression on consumers. 

Beyond its aesthetics and functionality, your website should also provide valuable content. Ensure that all information featured throughout the site is both current, accurate and relevant to your target audience. Share news updates about your brand or maintain a regular blog with original content related to your industry. Don’t forget to utilize advanced SEO and analytics tools in order to achieve a top ranking for your website.

A digital presence gives your brand the opportunity to represent itself and differentiate from competitors. Therefore, strive to expand your digital presence to all the touchpoints a consumer may have with your brand online.

Creating a powerful website is one way to establish brand presence for law firm.

Claim Your Social Media Presence

Nowadays, it is absolutely crucial for businesses to connect with consumers and stay relevant. According to a Salesforce survey, 85% of consumers conduct research before they make a purchase online. Among the most used channels for research are websites (74%) and social media (38%). Consequently, businesses need to have an effective online strategy to increase brand awareness and growth.

An active and consistent social media presence allows you to stay relevant to your audience and connect on a more personal level. A stronger digital presence will result in increased business growth. Furthermore, it can give your brand the opportunity to build your credibility and maintain your reputation.

Partner with influencers

One way to improve your brand presence is to collaborate with known influencers in your or a similar industry. When sharing sponsored content, influencers introduce it to their wide audience. In that way, you can promote your business and reach out to their followers at the same time. Thus, if your goal is to boost your brand presence, influencer marketing must be part of your strategy.

Take advantage of video marketing

Well-tagged videos can improve your search engine rankings, which means better conversion and click-through rates. Therefore, if you want to establish and boost your brand presence, take advantage of video marketing. Start with creating quality videos for YouTube, as it is the second biggest search engine and billions of people watch videos daily. If possible, always create videos that are relevant to your brand and niche.

Remain Consistent

Consistency is key when building and maintaining a strong brand presence for a law firm. In other words, how you present your brand should be clear across all channels. A strong brand presence brings long-term benefits, through a long-term effort and innovative marketing approaches. However, if your brand doesn’t remain consistent it can disrupt the buying process or even lead to a consumer choosing a competitor.


If you want to make your business succeed and be known in the industry, it’s essential to improve your brand presence. Strong brand recognition enables brands to lift sales, obtain loyal customers and raise relevant conversations about the brands among customers in the long term. Furthermore, it increases consumer awareness and strengthens your brand by building up your credibility.

Leverage social media marketing to attract and reach new audiences, improve brand awareness, and drive engagement. Your presence online displays a sense of professionalism that allows you to prove your expertise and stand out against your competitors. By following and implementing the above-mentioned ways, your brand will be exposed to your target audience and potential customers. As a result, your best law firm branding will be widely known in the market.

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If you require guidance with setting the winner marketing or branding strategy, contact us today.

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