Why Consumers Prefer Simple Brands

17th Mar 2017

Planning an elaborate re-design and want to focus more on your branding? Hold on a second. According to the recent global survey conducted by Siegel+Gale, 61% of consumers would rather recommend a simple brand. What’s more, 45% of respondents are ready to pay more for simpler experiences.

To give you a better context, Amazon is ranked the highest this year due to the ease of use and reliability. LinkedIn scored the lowest in this survey due to the service’s complexity of interface (which has now gotten a far better look).

Clearly, customers are eager to interact with brands who focus on making their lives easier. Keep reading to learn some tips that you could apply to your own brand.

Be Honest With Yourself About The Product or Services That You Offer

Pretentiousness is deadly. The more complexity in the way that you describe your products and services, the more likely you will be to create unnecessarily complex user experiences. Remember that there is absolutely nothing wrong in meeting a simple, yet important need.

In a given day, people shower, make lunch, wipe down their counters, fill their cars with petrol, etc. To accomplish each of these tasks, they spend money on various products or services. It’s okay if your product meets a simple need, not tries to revolutionize their world.

Let’s take Lyft as an example. Their main slogan is “A ride whenever you need one”. Their app is straightforward and keeps up to that promise - ordering a cabbie with the least hassle involved. Their CX across different platforms is minimalistic and simple.

Mind The Domain Name

Especially if your business is relatively new, and even if you have been around for a while, re-evaluate your domain name. You want your web address to be simple and easy to remember, as well as speak to your brand. “TomsShoes.com” is a prime example. The brand is Toms” and the company sells shoes.

Finding a simple domain name may be difficult at first, so make sure you have a couple of creative variations ready.

Don’t Force ‘Features’ Down People’s Throats

It’s very possible that LinkedIn wouldn’t have received such low rankings if they had thought twice about the way in which they offer features to their audience members. When you think about your various customer personas, consider their preferences when it comes to using your products and services.

You might consider offering a variety of bundled services, or allowing customers to use self service options to pick and choose what they want. This can allow you to appeal to your ‘power users’, while also meeting the needs of people who want a much simpler experience.

When introducing new features, especially the complex ones, consider creating additional learning materials for the newbie crowd. Those could range from short explainer videos to interactive presentations. Those could be done rather fast and in line with your brand if you chose to use a couple of  PowerPoint templates ready for the occasion.

Bring Drama to Your Content Not Your UX

The word branding can evoke a bit of a pavlovian response. Yes, part of your branding is your story, your values, and your personality. On the other hand, your branding is also defined by the UX and CX that you offer.

For example, you may have heard about brands like Chipotle or Kate Spade New York incorporating amazing stories in their digital marketing campaigns. This is true. In fact, each brand has offered up serialized content for their audience members across different platforms.

However, as they have done this, they haven’t brought that same complexity into the customer experience. Whether you are on each brand’s website or brick and mortar location, it’s easy to make a purchase or gather information.

Be Relentlessly Brutal

Be aware of the sacred cow. When you are discussing the process of simplifying your branding, don’t get in your own way.  Phrases, like ‘this is who we are’ and ‘this is how we have always done things are dangerous. Be willing to pivot your branding to meet new needs.

Seek Out Feedback And Listen to It

Let’s be realistic. Simplifying your branding is subjective, and your goal should always be to meet your customer’s needs.  Your best bet, might be to listen to your customers and followers. They are the folks who are most likely to tell you exactly what is and isn’t working with your branding efforts.

Create a Meaningful Tagline

Even if you never use it in your marketing materials, consider coming up with a tagline that honestly describes what it is that you have to offer to the world. For example, if you run a health clinic, your tagline could be ‘Fighting For Well Being Everywhere’.

Hopefully, by creating a brief, powerful, and significant  tagline, you can focus your mission and really start meeting the needs of your consumer.

Your content, your user experience, and your user experience inform what our audience thinks of you. Hopefully, by simplifying branding, you can create a better environment and user experience.

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