Definition: Brand interaction
What is brand interaction?
Brand interaction refers to the physical or digital connections customers make with a brand and its people. Brand interaction is similar to brand engagement and can happen at any point during the end-to-end brand experience. Customers interact with a brand when they open the packaging or click on a blog link in a newsletter, when they enter a store, or speak to a contact center agent.
Today’s customers want the brands they align with to be credible and authentic. They want to have a two-way conversation with them, rather than simply being sold to. That’s where brand interaction steps in. Great brand interaction increases customer engagement, builds customer loyalty, promotes brand recall, and sets you apart from your competitors. It shows your customers you understand and value them—all great reasons to keep them coming back for more.
How to create great brand interaction
Make a meaningful connection
Whether it's engaging on social media or organizing a webinar that gets everyone talking, making a meaningful, emotional connection matters. The best way to get this right is by understanding what your audience wants and delivering it to them. If they respond well to specific messaging, why not capitalize on it? If you know they love seeing you at events, show up! Make sure you are on the channels they are using and that you are delivering a personalized experience where possible.
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Positive brand interaction creates connections between your business and your customer. Therefore the message must be consistent and resonate across every touchpoint. This approach increases your brand credibility and authenticity while promoting brand awareness and recall.
From your inbound marketing campaigns to your customer service approach, your tone of voice, visual branding, and everything you do must be consistently recognizable as your brand.
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Keep the conversation going
When you’ve put in all this effort to engage with your audience, make sure you keep the conversation going when they reach out to you or respond to a marketing activity or message.
If they comment on your social media post, reply as soon as possible. When they post a review online, send an appropriate response straight away. If the feedback is negative, make sure your customer feels heard and reassured that you will address their concern. If the feedback is positive, say thanks and think about what else you can do to capitalize on this valuable advocacy.
The Forrester Wave™ Digital Asset Management for Customer Experience, Q1 2022
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