The Ultimate Brand Experience – Part III

The third and final chapter in our guide is all about customer experience. In our last two segments we have talked about the importance of brand personality and transferring that into the real world through visual context. What’s left is the space between us, being business owners and entrepreneurs, and the consumer market.

The way you communicate and interact with your target market does not go unnoticed. Everything you project – be it through tone of voice, social media messaging, advertising, content selection and packaging – has an effect on your relationship with your consumer.

Tone it up

A tone of voice is not what you say, but how you say it. It is the embodiment and expression of your brand’s personality and values. People often make critical judgement upon their first experience to tone of voice, so be sure to make it appealing. Not only the words you choose, but also the rhythm, order and pace are influential to your overall tone of voice.

Your chosen style should be distinctive, unique and recognisable — and remember, keep it consistent across all applications.

Social Media

Social media is one the most powerful tools available to businesses great and small. It is the ultimate platform to communicate with your clientele on a more personal basis, helping to:

  • Increase brand recognition and loyalty
  • Create more opportunities to convert customers
  • Increase inbound traffic to your website
  • Improve your Search Engine Optimisation (SEO)
  • Make for a richer customer experience
  • Improve customer insights

Packaging

Packaging is powerful because it tells consumers why your product and brand are different. For example; Apple is known for its clean and minimalist packaging, which reflects their simple and clean product designs.

Poor packaging can also have a dramatic effect. Australia’s recently-introduced plain packaging law for cigarettes has resulted in the largest decline in smoking the nation has seen in 20 years. This law rejects the use of any visual marketing material, which blocks the brand’s ability to convert new customers and also reduces its previous appeal. When designing your packaging, keep these things in mind:

  • Design for your target market; think outside what already exists
  • Make the packaging part of the experience
  • Consider eco-friendly options as a point of difference

Present the gift

Remember, your ‘brand’ is an evolving asset, one that you’ll return to and make adjustments to as your business grows. But overall, defining your brand identity and experience is like packaging up and presenting a gift; you want the recipient to be happy with your offering. This includes the outer-wrapping, packaging style, the delivery of the gift and finally, the usefulness of the gift itself. You want this gifting to represent the compassion you have for your recipient — in this case, your customers.

If you want help designing your brand experience, or any of the elements we have covered in our three part series, call us on 0424 867 866 or email hello@lemontreemarketing.com.au