Original publishing date: December 14, 2021

Republished date: November 12, 2024

Conventional thinking says brand-building is led by advertising, marketing, and visual presentation. But we know that consumers have a host of expectations that live beyond those characteristics. That means the days of leaving brand perception to your marketing department are over.

In 2024, brand is more than how your organization looks and sounds — it’s how your company feels to your customers. Delivering an elevated, consistent shopping experience across every touchpoint — from eCommerce to social media to brick-and-mortar stores — is now the only way to win.

A 2021 study demonstrated that, since the onset of the pandemic, brands that have prioritized the customer experience have seen significant improvements in customer lifetime value (30% of respondents), customer advocacy (30%), and basket size (23%).

It’s time to get your brand connected to your buyers.

Bridging your brand & your buyers with the digital product passport

Linking your brand to your customers seems like a real challenge when you think about it from a conventional marketing perspective. I mean, most marketing teams don’t ever interact with customers directly. 

But the digital product passport (DPP) is changing that. 

As a portal between brands and their customers, the DPP brings along a list of new ways to resonate with changing consumer expectations. With the passport, brands can communicate values, share expertise, and affirm their visual identity. They can also empower each customer to become an influencer in their own right.

Values

Consumers are buying with their values in mind — so your brand needs to resonate on a deeper level than ever before. 

The DPP is a great spot to communicate (and better yet, prove) your values. You can transparently share information about your product journey and materials, demonstrating your green values in a clearer way than ever before. 

Digital product passports let customers engage with — and celebrate — what you care about as a brand.

Information

Clear information is a crucial part of the customer experience. If it’s difficult to find your return policy, hours, or garment care instructions, consumers are just going to find another brand to buy from.

The DPP makes it easy for buyers to access information they need in order to engage with your company. When info is accessible and frictionless, the customer experience (and their perception of your brand) moves in the right direction.

Visuals

Finally, the DPP offers a great opportunity to share your more traditional brand identity with your buyers. When they constantly interact with your logo, brand voice, and style, they’re more likely to remember you the next time they need a garment. 

Not to mention, sleek and accessible visuals improve the customer experience, too. If all kinds of users can easily navigate your passport, they’re likely to leave with a positive impression.

Charming Trim & the digital product passport

If you’re sold on the digital product passport, but not sure how to bring it to life for your organization — don’t worry. Charming Trim, in partnership with Tappr, has your back. With Charming.DIGI, you can bring your brand to life. In four steps, you can reach your customers and gain incredible insights about how they operate.

To learn more about how Charming Trim can help you stay ahead of the DPP curve, reach out to our team. We can’t wait to get started.