There are major benefits to being a simple brand in a time defined by complexity. Simple brands are the ones that completely uncomplicate the customer experience and convey straightforward values to their patrons through smart content.
According to the Global Brand Simplicity Index by Siegel + Gale, these companies have stronger portfolios, more loyal customers and can charge higher prices (not that they do). The report also found that companies getting ahead – and grabbing market share – from long-standing front runners are those that embody the elusive ‘thought leadership’ and make complicated processes simple.
Brands like Uber, Airbnb, HomeAway and Warby Parker might have taken a page out of Thoreau’s book when designing their business models. Considered disruptors, these companies have come up with fresh approaches to long-standing consumer pain points: Needing on-demand transportation, finding somewhere to stay and choosing the most flattering eyewear.
Earn customer advocates
When brands strike the cross-hair between user value and ease of use, they stand to gain a lot. According to the report,
- 38 percent of customers say they’d pay more for simple products and services
- 70 percent of consumers would recommend a brand that provides simple experiences
People reward companies with more sales and recommendations when buying experiences are easy. There’s nothing worse than a transaction that’s painful, drawn out and difficult. On the flip side, there’s nothing better than a transaction that’s intuitive and takes less time than expected.
Create human connections with content
However, being a stand-out brand isn’t just about offering slick services – it’s about having a clear value proposition that consumers want, and communicating that to them at every touch point – especially online.
Take Trader Joe’s. It’s the American arm of the global ALDI brand, which was rated the simplest brand by customers. The grocery chain’s website is a continuation of the experience you get in-stores: Friendly, fun and accessible. It has content that lays out the brand’s values and offers recipes to make its products even more valuable.
Uber, AirBNB and Warby Parker all have blogs that add to their overall user experience:
- Uber uses its blog content to announce when service will be available in other cities, when it’s running a special campaign or to address customer questions about service (such as safety precautions with background checks).
- Airbnb creates blog posts to highlight destinations for travel lovers, reveal company news and share tips for even better user experiences.
- Warby Parker’s blog section is another place where the company shares striking pictures of its products in context to recent events or interests (introducing the winter collection, showing off a new shade for frames) and gives a glimpse into the company culture.
Content is great for SEO strategies, but it’s primary job is to connect with readers. Blog posts, interviews, graphics and photos are another opportunity to add value to customers by answering their questions, offering ideas and showing them that you understand what they care about.
For an in-depth look at what it takes to convey a lifestyle through your content, check out this blog post: