These words, or some variant of them, have become the mantra of brands around the globe. Without overstating the situation, it’s safe to say there has been a seismic shift in the way brands and customers interact, and with it, an equally profound change in how brands must communicate, market, and relate to their customers.
This new customer-centric marketplace pushes brands to be more creative, to think bigger and broader, work harder for their customers’ trust, and ultimately offer better experiences and value. At stake is nothing less than the ability to deliver on the experience that today’s sophisticated, demanding, tech-savvy and media-saturated consumers expect.
This rapidly changing environment can leave brands feeling left behind. Where should you focus? How can you catch up? How do you know if you’re doing things “right”?
In its latest ebook, The Three Cs of Good Visual Identity, Monotype lays out a framework all brands can use to build better connections with their customers. By focusing on just a few broad, overarching ideas, brands can better align with what the current marketplace demands and deliver the experience customers expect.
And while a paradigm shift as disruptive as this is difficult to navigate, it’s important to remember that it is, fundamentally, a positive development. Focusing more on the customer journey and creating an environment where people are empowered to make informed choices and hold brands accountable is a good thing. Brands have to step up their game and be more creative, think bigger, and work harder for their customers’ trust.
It’s a challenge to be embraced rather than feared, and it’s one all of us, being customers ourselves, should welcome.