People have shifted how they prioritize the things they buy. Yes, we're always going to be looking for a good deal and for quality. But now we’ve added a third question: “How does this make me feel?” Your brand is not exempt. How you or your company makes someone feel about them giving you their money does matter.
Case in point: there are two grocery stores near me. I prefer one because I think the food choices are better and produce fresher, but it’s a pain to shop there. It’s a hassle to get in and out of the shopping center. The store is always crowded and the aisles are narrow. I often choose the other store because it’s a better experience.
Creating a memorable brand experience can set your brand apart from the good or the average brands.
What does it mean to create a memorable brand experience?
A “brand experience” requires you to think about the total experience. We know our customers engaging with us in different ways. They see us on social media, having face-to-face meetings, engage with emails and call us. Whether they come up to us at a conference or are they engage with us on social, it’s our job to deliver a great brand experience.
What are you doing at every touchpoint to make sure every connect delivers the same in customer service and messaging? Think about how you train your team on your brand and its values. Look at how you track customer interactions through your CRM. Is it siloed or can everyone see all the past contact?
It doesn't have to be complicated. You don't need to host a special VIP lounge at the next networking event to invite your customers to visit. Sometimes it's the simple stuff that matters.
Pam Moore talks about her experience with Visit Portland when she spoke at an event in the city. “Management from the Visit Portland team and Heathman Hotel has stayed in contact with me since the event. They engage with me on Twitter and Instagram. They comment and share their opinions on the other places I visit and photos I share. They share my blog articles they believe are relevant to their audience. Our relationship is human.”
Think about what you can do to create experiences that make people smile, laugh, feel joy. How can you surprise, create emotion?
Sometimes it's the little things. That’s what we focus on at ATYPICAL when we talk strategy with our clients. What are the little moves that make a HUGE impression?
As part of your brand creation, think,
And then execute. It’s that simple.
Need help? See what we do to create unforgettable brand experiences.