Emphasizing experience over all else is the key to creating a memorable brand with repeat customers. Some of the most well known brands today create experiences that are aspirational, that stir feelings in potential and existing customers.
When thinking of Netflix, do you think of a specific show or even “streaming service” or do you think of content source that is familiar, that is easily accessible, that offers comfort and keeps you engaged by frequently offering new material? By paying attention to how the users experience their brand and what they look for, Netflix has become a household name that is shared by many across the globe.
So how do you make sure all your various interactive elements leave a positive impression? How do you create a great brand experience for your customers? We’ve made a list of some of the essential factors.
1. Discover your purpose
Who are you? Being able to answer this question matters profoundly for your brand experience. Nike, for example, does not answer this question with: “I sell shoes.” Nike is a purveyor of ambition, athleticism and determination. Nike’s purpose is solid and all facets of its brand experience say so.
Defining who you are will set the tone of the type of experience you want to create. In an oversaturated market, products that are connected to a bigger purpose can stand out from the crowd—the purpose often has more value than the product itself.
What is your brand’s higher purpose?
2. Focus on storytelling
Some of the best brand experiences are those that highlight storytelling.
What’s your brand’s story? How did you come to be? How are you improving lives?
Sharing your brand’s story encourages continuity, fosters curiosity and suggests a living, growing entity rather than a static product that solely exists to make money.
Through blogs and social media, brands have the capacity to share their stories and really inspire people in the process.
3. Be consistent
It’s essential that the different elements that make up your brand speak the same language—inconsistency can damage your brand image and overall customer experience.
Brand assets and brand guidelines cover visual consistency—this includes your brand color palette, typography and logo. How strange would it be to see a brand you’ve turned to many times and notice that something is off? It would be an instant breach of trust.
And what about communication and attitude? Does your customer support employ your brand voice just as your store personnel do? What about your social media posts? Are they in line with your overall brand personalityand approach?
4. Find opportunities for engagement
An experience requires the engagement of our senses. Does your brand offer customers opportunities to see, hear, read about and talk about your product or service?
Your visibility, audibility, and accessibility offer multiple opportunities for engagement. Sending customers contests and surveys, sampling your products at a stand at a grocery store and creating pop up shops are all common ways to create opportunities for engagement.
These opportunities are best tackled with knowledge of your digital sales funnel and how and where your customers are more likely to engage with you.
5. Put experiences over sales
What happens before, during and after the sale are the most memorable parts of the purchasing experience for a customer. This is also described as the three-stage model of service consumption: pre-purchase, service encounter and post-service stage.
The customer will remember whether the pre-purchase experience was simple and enjoyable and whether the post-service stage also gave them good feelings. The positivity of these experiences is crucial to the brand experience. If you have a brick and mortar store, is it easy to navigate?
Think of a popular store that sells soaps and scents. Think of the aesthetic, the many ways you can sample the products in store, think of how the sales staff approaches you, think of leaving with samples even though you haven’t purchased anything. Now, that is an experience that does not prioritize the sale. Same goes for online stores. Do customers have to work through lots of irritating pop-ups? Is the color scheme soothing? Is check-out a breeze? There are many details to consider—but for good reason.
6. Adapt and evolve
The way we make purchases, find information and seek experiences is constantly changing. Yelp and the influx of customer reviews has greatly influenced how brands do business and social media is everything, and ever-evolving. Adaptability is more important today than ever before. Adaptability includes a keen awareness of popular culture and trends, integrating your customers’ feedback and generally keeping up with the times.
You may have put much of your marketing efforts to highlighting your product’s organic ingredients, but now you feel that it’s more timely to focus on your efforts to decrease waste in your manufacturing process. Being in tune with the zeitgeist, and your customers’ changing needs, support your brand experience and increase growth.
(99designs.com)
0 Nhận xét