What is Brand Excellence?

The importance of the core values of a brand cannot be overstated. To be considered excellent, a brand has to be a business asset. Brand excellence amounts to more than the website or logo of a brand, and it is more than the products and services it offers.

When consumers find excellence in a brand, they become loyal towards it. An excellent brand builds strong relationships with people. Excellent brands strive to stand by their vision, and they share certain traits, the most significant of which are given below.

Relevance

A brand is relevant if it rewards customers with an engaging brand experience.

The values of a relevant brand are aligned with the personal beliefs and world views of its customers. A relevant brand develops alongside its customers.

Consumers make strong bonds with relevant brands. Such brands occupy a meaningful position in a consumer’s life. When brands can connect meaningfully with people’s emotions, they become relevant.

Relevance is more than what customers think, but also about how customers feel.

Excellence in service

Brands that excel at providing service focus on customer experience. They aim to provide unique and personal experiences to their customers. A lot of things are needed to provide excellent service.

Some of them are technical competence, focus on customer, and superior communication.

To provide excellent customer service, a brand has to understand who their customer is.

Excellent brands are also about a job being done well, and maintaining high standards. For instance, Zappos offers a 365-days return policy to customers.

They have never outsourced their customer service so that they can successfully continue to capture the local culture in customer experience.

Adds value

A brand adds value by enriching a customer’s sense of self. Brands can add value in different ways.

They can add value by providing happiness or developing product innovation. Customers always find value in brands that solve their problems .

When a brand solves problems, it provides peace of mind. It also makes customers feel safe, secure, confident, and relieved.

For instance, Uber gives customers convenient transportation. ‘Always the ride you want’, means that customers do not have to worry about the uncertainty of hailing a cab or getting into public transportation.

Riders can rely on Uber as it solves their problems.

Provides benefits

When a brand provides benefits, customers feel validated. The benefits an excellent brand offers makes the lives of customers easier and better.

A brand is not considered excellent if it merely has fancy features.

The benefits should successfully address a customer’s needs. When their needs and series are met, customers feel motivated to endorse a brand.

Results achieved from giving consumers benefits also go a long way in motivating them.

For instance, A Dyson vacuum is very low on maintenance, but it provides superior suction compared to similar devices. Frequent changing of bags or cleaning filters is not required, so what customers get is convenience.

Ronn Torossian is the founder of NY based PR Firm 5W PR. Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations, and founded The Ronn Torossian Foundation.