The client no longer searches for information about your product, they rather look for the experience that your brand provides. But what is this about – the brand experience?
A brand represents the intellectual and emotional associations that people build with a company, product or person. That is to say, the brand is something that finally lies inside each one of us.
The brand experience is the strategic approach to convince people to execute productive actions through the coordinated planning and execution of each possible interaction they maintain with your company or products.
It is the sum of the experience that a client has in each of the encounters he has with your brand, and when talking about “encounters” it includes from the moment he knows about you, he hears about you until he decides to buy you and test your product or service.
All the encounters that the client has with your brand will define their positioning, but beyond that, it will generate emotions in the client that will define their current and future decision making.
Here is a brief action plan to build a brand experience, I hope this one will guide you well:
- Review the promise of your brand and assess whether it can be transformed into an experience. Pepsi can turn a product into a moment of generation and freedom, and Coca-Cola is able to translate happiness into a moment of consumption.
- Draw the encounter map that a customer has with your brand. Define each of the points of encounter through which a client passes with you from searching for information from you or arriving at it, until the customer goes home with your product.
- Describe the desired experience in each of these points of encounter. You have to ask yourself, what emotions do I want to convey when my client comes into contact with my business? And when do they receive calls to ask for reports, and when do they visit us, and when do they choose the product, and when do they pay, and when they call for a claim? Read news in the press. Think of all the points of encounter, review them yourself as if you were the client, what do you want to feel?
- Design an action plan to cover each and every one of these points by imagining the complete encounter circuit of a client with the brand. Advertising, phone call, order, package receipt, product use, comment with a friend about the product and reading in a press release. Describe specific actions, scripts, policies, rules, processes, etc. Whatever is necessary to ensure that your staff realizes the “experience” you want the client to live. Even though sometimes it is necessary to make changes in production forms, packaging or facilities.
- Measure the results of the Brand Experience. Like everything in Marketing you should try to measure the results, you can do it through image positioning research, satisfaction surveys and other tools, the important thing is that you set indicators to know if your action plan is working: claims index, the increase of recommendations, etc.
For this to work, you must take into account that everything that you promise to your client must comply with. You must cover the expectations that you generate in it and achieve with this your satisfaction and therefore your recommendation. If this the previous plan does not make sense.
I hope this information serves you and that you dare to build unforgettable branded experiences for your clients.
Jerome Joseph has led to a powerful combination of real-life consulting experience, global expertise, and proven speaking skills in his 22 years of consulting. These attributes make Jerome a sought after speaker in the market, known for his thought leadership, proven methodology and passion for brands. Want to know more about creating a branded experience from Jerome? Call us at +65 9271 6973 or Email us at jerome@jeromejoseph.com.