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Assignment 4: Asos's Brand Communication Process

627 Words3 Pages

Brand communications are important when creating customer value and an easy way for ASOS to deliver this is through digital. Customers need to be able to reach ASOS, and vice versa.
People - this is anyone who interacts with the brand as well as who are delivering the service. In ASOS’s case the service is being delivered through a website or app: this means both the website and app need to be smooth, quick and helpful. The process should be just as easy as if a customer was being served in a physical store.

Process – this is how the service is delivered. The process is the start to finish experience a customer receives, CIM (2015). Digital could enable ASOS to improve the whole customer experience. We can use customer analysis to really …show more content…

ASOS’s website and social medias should be consistent with the rest of the brand and match the service. ASOS website is their store therefore it should be professional, clear and easy to find your way around.
ASOS will face the challenge of designing a website that will be used across different devices. Devices will load things differently - for example pictures. A high resolution picture is more likely to open faster on a laptop then it is on a mobile. ASOS need to ensure that everything is adapted on the website so that the loading times are the same on any device.
No matter what device is being used the content needs to be the same and it also needs to be clear, to the point and rich. People are not going to trapes through lots of words and paragraphs.
ASOS’s message should be consistent offline and online. With so many different channels ASOS still need to make sure their brand is instantly recognisable.
A challenge this may produce is getting the tone of voice right. The message and tone should be the same across all devices. Tone of voice will impact on brand perception, Johnson. L (2016) – the tone of voice needs to reflect on the brand. Consistency within a brand will help build trust within customers, Johnson. L (2016). When trust is built within a customer they will then often become loyal

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