Consumers mainly look for relevance. 

That said, many are still moved into buying items or acquiring services simply because it caught their eye only to, later on, regret doing so once they realized these very items or services are of no use to them. This can lead to a major turnoff towards a brand and, chances are, the consumer would leave a negative review not only to voice out their poor experience but also to warn others who may be interested in buying the same product or getting the same service for themselves.

As a business owner, one should definitely know that even a single negative review can lead to a catastrophic butterfly effect for the brand especially in a world powered by social media. Although it can be argued that a consumer must make smart decisions before buying, it is also a company's responsibility to market their products or services as truthfully and transparently as possible. This can be achieved by providing as much product or service information rather than just depending on aesthetic appeal. 

This information would serve as a consumer’s primary guide when thinking of investing in the brand’s product or service. A two-way benefit system is then established with consumers making smarter and more relevant purchases while business owners gain sales, loyalty, and trust. This is why Brand Personalization is important.

But what is Brand Personalization? 

Well, it's a marketing strategy that aims in making a brand resonate with each consumer through the specialized use of information and by initiating an individual marketing approach. Basically, giving a consumer new and relevant information in the form of products or services based on their own personal needs. In doing so, the brand becomes more useful and trustworthy. This also opens the eyes of a consumer in truly understanding the purpose of these products and services to their life. Purchases made just because everyone else bought it or just because it looked nice can, therefore, be avoided. 

According to a 2017 Accenture research, 41% of consumers ended up switching to another company due to “poor personalization and lack of trust”. Furthermore, SmarterHQ’s statistics roundup showed how "majority of today’s consumers are more likely to engage with brands who personalize their experience” and the same goes for the statistics presented in this 2020 Forbes article. In other words, 70-90% of consumers would end up investing in brands and services that cater toward their actual needs and interests.

Hence why business owners should not neglect this strategy as it gives their products more individuality, relevance, and empathy even if it's just as simple as creating a lasting memory for the consumer. As mentioned earlier, it’s these very characteristics that pulls people into buying something nowadays. 

Simply put, the importance of Brand Personalization is that it humanizes products and services for smarter investments.

So how does it work?

One way is by integrating it to the actual product. A great example would be Coca-Cola's award-winning "Share A Coke" campaign where they replaced the traditional Coca-Cola printing to "Share a coke with" followed by the consumer's name. This gave the already well-established company a chance to make another wave of fun, lasting impressions to this current generation of consumers. 

Another way is through emailers and advertisements. Firstly, emailers that are written in a more personal tone can make the consumer feel more seen and this is typically done by a direct address. Sephora does a great job in personalizing their emailers in order to entice the consumer in checking out their latest product offers.

Secondly, invest in making your brand's ads relevantly appear on web pages. So when someone looks up related keywords or products to what your brand’s offering then your ads can begin to appear on their pages. This not only attracts consumers from your target audience but also avoids your ads from being labelled as "annoying". Google and Facebook are prime examples of sites that integrate this kind of ad personalization.

There's also rewards programs where personal points can be accumulated for use on future purchases. This is a great way to build individual engagement and brand loyalty as consumers will be enticed to return and buy more in order to collect those points. Starbucks' rewards app is the perfect example as they enable a customer to get freebies based on, as they call it, their "stars" collected. 

Finally, Brand Personalization is best and widely applied as personalized product or service recommendations. Utilizing a consumer's personal information like their purchase history or what they've been frequently listening to can allow a brand to provide them with a set of very well-matched product choices. Examples would be e-commerce sites like Amazon who gives out personal product recommendations to each of their consumers for a more tailored shopping experience. Netflix and Spotify also make use of a similar personal recommendation algorithm on their users.

To conclude, brands should integrate adaptability into their marketing strategies in order to provide their consumers with relevancy — Brand Personalization does just that. Not only will it boost sales but will also leave every single consumer happily satisfied and well-connected with their investments.

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