Today I am finishing up my series on the make up of a brand. If you’ve missed the first two posts, catch up on them here:
For part 3, I’ll be talking about the Brand Experience.
Specifically, a brand experience is a brand’s action perceived by a person and is determined by a number of brand experiences over a period of time including one or more touch-points.
A touch-point can be anything from a sensation, feeling or a behavioral response to any brand-related stimuli – identity, packaging, communications and environments. So, the next time you purchase something from iTunes, talk to customer service at your local bank or walk into an Apple store, each experience will solidify an already growing perception, wither conscious or unconscious, of it’s perceived value.
We build our knowledge through interaction. This helps us to form an opinion that will help us to understand our experience with it. Everything about how a company does business constantly reinforces this perceived value. The smallest details and most subtle points can have incredible effects on the overall experience.
Creating a long-standing connection to your business’s brand experience is crucial and can be defined by the solutions you offer, who they are best suited for, and what your brand will feel like in the lives of your client’s. Getting off on the wrong foot can steer the remainder of a client’s experience the wrong way, forcing you to spend the rest of the time doing damage control.
Determine your value, declare a solution, then build the experience you want your business to be, not represent. Begin with why – what prompted you to open up shop. Then look at what experience you want your customers to come away with – what does your business look like, feel like, smell like, taste like? – these are your touch-points.
Clarity should be the focus of our approach. You have the ability to make powerful strides towards a better brand experience with
// A defined aesthetic
Is it consistent around one single idea or message?
// Thoughtful attention to detail
Is your workflow organized?
// Knowledge of your strengths and weaknesses
Are you a micro-manager or can you delegate tasks to people who may be better at them then you?
// Managing client expectations
Do you under promise yet over deliver?
// Marketing to your ideal client and creating advocates out of them
Do your client’s respect your time and talents?
// Delivering quality services and goods
Do your products/ services warrant the prices you charge?