What is a Simple Brand?
Many consumers have noted that Google is one of the simplest brands in the world since it provides audiences with transparent and honest experiences that are easy to understand.
In the US more specifically, Amazon is seen as the simplest brand in the eyes of consumers.
During this time of change that has escalated due to the pandemic, brands require resilience and agility to overcome challenges, and the best way to do it is through simplicity.
Most consumers these days tend to put a much higher value on the places they shop, the way they communicate, and the things they expect from their investments.
That means consumers value honesty, transparency, innovation, creativity, and brands that care for them.
Over half of all consumers are more than willing to pay more if, in return, they receive simpler experiences.
Most consumers are likely to recommend to others in their social circles the brands that provide that simplicity.
The habits of consumers are constantly shifting because they have to learn how to adapt to changing times.
That’s largely why the way consumers engage with brands is changing, as a large number of consumers lean into brands that provide digitization and sustainability.
Climate-Conscious
Plenty of companies these days are trying to find different ways to positively impact consumers as well as the planet. That has made sustainability one of the key components of any climate-conscious brand.
All over the world, consumers have been rewarding brands that prioritize sustainability.
For instance, the Chinese KFC has started offering more vegan options to its consumers, including burgers, chicken nuggets, and ice cream.
LuLu Hypermarket in the United Arab Emirates introduced a zero-waste refill program, which encourages consumers to carry their own reusable containers when they’re shopping.
In Sweden, the famous furniture brand IKEA started selling second-hand furniture with a buy-back program, and the German retailer DM created a product line that’s environmentally neutral.
Digital Space
The pandemic forced many brands and consumers to shift toward a more digital landscape, which means most target audiences are interacting with businesses through their computer screens.
With the digital landscape continuing to evolve, consumers around the world prefer to rely on companies that are consistent both off and online.
A great example of this consistency has been the US Dunkin’ Donuts chain, which opened the first digital-only restaurant.
Consumers can select their order through the chain’s mobile application, or through the in-store kiosk, and then get their coffee. In India, with the help of WhatsApp, the MyGov Corona Helpdesk allows people to find the nearest vaccination center, as well as book a vaccine appointment.
In Saudi Arabia, people have utilized the power of Snapchat’s augmented reality (AR) to interact with brands and explore their products.
Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a life long New Yorker.
