Try to think of your favourite brand whose products you like to buy. Why is that? What does that brand do differently than others?

In most cases, it will be a brand's approach that we as customers are not rationally aware of because we perceive the brand as a whole. From how the brand communicates, to the buying process - whether it's on the e-shop or in stores, or by using the product at home. You can incorporate personalization into the entire buying process. However, it can be a small detail that makes a huge difference in perception and helps to create a relationship with the brand as a result. The deeper the connection you make, the better for your brand in absolutely every way.

A great example  of personalisation from real world I'm sure you can all recall is the packaging of Nutella with names and personal messages, Mika branded box of chocolate with personal messages or Coca Cola bottles with names. Have you also been looking for your Coca Cola with your name on it in the store?

When I was in charge of the Lindt brand as brand manager, one of my priorities was to increase the Lindt Easter bunny during Easter season. Today, the Lindt Easter bunny has a successful place in the market and has gained awareness. This wasn't the case before because people were used to buy much cheaper bunnies from competing brands during Easter, which are in huge quantities in the shops. I prepared a 360° campaign and communication that was closer to the people. However, it was also necessary to get closer to journalists so they would be keen to give Lindt bunny PR tips in magazines. After all, the Easter period is very short and when you think of how many products and brands compete during this short time, you need to do things differently.

The typical sign of the Lindt bunny, is the red bow that is tied around his neck. I prepared personalised bows for each journalist, i.e. everyone got "their" bunny. I did not inform anyone in advance of this surprise. What can I tell you - avoiding the unintentional faux pas of accidentally sending a bunny with name "Karl" on it to journalist "Anna" was more challenging, but worth the time. The reactions I received from journalists (who hadn't eaten the bunny bofere without looking at the bow) were wonderful - even though it's been over 9 years, I still remember the joy this little thing caused. Not to mention the huge number of magazine appearances and PR tips we got.

Because personalisation is also about doing things differently so that people find their way to the brand and relate to it. You can make it not just a special gift tailored to your customers, but an entire system of communication. From creating special offers, newsletters, social media and website content, to all other marketing activities and messages that are tailored to the specific needs and interests of specific customers. That's why it's important to work (even more so if you have an e-shop) with segmenting your customers and tailoring content, offers and messages.

Personalisation brings tremendous value to both customers and brands. Customers feel recognised and valued when a brand offers them what they really need and when their experience is enjoyable and effortless. Tailor your strategies, communications and offers so that every customer feels that they are special to you. With personalized marketing, you'll improve relationships, loyalty, overall experience and brand perception as well as the sales.

In the next article, we'll take a more in-depth look at another trend, customer experience.

Have a great Sunday everyone