Over the last few years, the discipline of branding has changed entirely. Today, businesses believe more in offering
customers an experience, rather than enticing them to spend their money with attractive logos or clever
words––the likes of which are usually created according to whatever the “cutting edge”
market research, or psychological theories about consumer behavior, supposedly reveal.
And why not this major shift in branding? A better customer experience not only builds stronger customer
relationships, but can also increase revenue and sales sustainably; in ways less dependent upon trending
However, most business owners have failed to develop positive customer experiences, and resultantly, customer
trust––no matter their audiences. So the question businesses should be asking is: What exactly does the
DNA of a trustworthy brand contain?
Well, in one word, the genetic “code” of this kind of successful brand might be spelled E-F-F-I-C-A-C-Y.
Efficacy means “the ability to produce a desired or intended result”––the best brands, the
ones customers are loyal to, are efficacious because they consistently provide or convey an experience to customers.
And most customers like to pay more for an experience that is straightforward and characteristic of the efficacy
embodied by a given brand and company. (Research even shows that 64% customers typically opt for a customer
experience that can be described as “simple,” i.e., effective.)
Efficacy in its best form is found in the business itself, and it permeates and becomes present in the brand,
following suit: efficacy involves the cutting-out of unnecessary processes, which can obviously make an overall
process shorter, and simpler, for firms and customers. Moreover, efficacy as a core feature of a brand not only
requires sticking to a well-designed, streamlined process, but also maintaining that process regularly. Think about
it like this: Much like oil-change maintenance on your car, doing this kind of brand maintenance––making
sure you’re staying efficacious and simple, consistently––will actually pay off in the long run
when your car’s engine doesn’t blow up from a lack of what it needs to run!
Here are few ways you can achieve efficacy in business, and bring a considerable improvement to your
customer’s experience and brand.
Set Clear, Short-Term Goals
Before anything else, you should be explicit about your business goals. These goals can be anything, as long as they
make sense in the context of the short-term future: They could include increasing sales, expanding your customer
base, reducing waste, etc.
Try to keep goals concise and organized, focusing in on the areas that will make more money, and expel current goals
that may be out-of-date, and, well, wasting it.
Identify Obstacles and Eliminate Them
After deciding on your fundamental goals, it’s time to determine or identify the top challenges your business
faces and lay the groundwork for their elimination. Efficacy is as much about getting rid of hindrances as much as
it is about finding new solution-oriented guidelines. Your major focus should be on removing all obstacles or
conflicts responsible for unnecessary stress and strain on your mission.
Select a Strategy
After identifying the obstacles that your business is up against, pick the simplest process or technology that can
effectively address these problems, and develop a strategy around using those tools of change to meet your targeted
goals. If your solution for challenges turns out to be overly complex, your employees may not respond to changes
well. Be thoughtful about this, and don’t rush it!
Achieving efficacy in the business, and in your brand, means preparing and planning things ahead of
time––it means setting short-term goals that align with your long-term vision. Depending on your
company’s future goals, you should be ready for future challenges at the same time.
Finally, you should always remember that efficacy does not mean making the product or service––or even
the brand’s components and messaging––simplistic. Giant companies like Google, Facebook, and
Amazon, are all built with services that are highly complex, but yet, they offer such services in the easiest
possible interactive manner. The best way to bring efficacy to your customers, is to build efficacy into your