The Ultimate Brand Experience – Part I
So what is brand experience? And why is it so important to your business?
We like to think of a brand as a collaboration between the way a business defines and promotes itself, and how this translates to its customers. A consumer’s brand experience is a direct response to your company’s identity via design, customer relations, advertising, communications and service process. Your brand experience is fundamentally your business’ public reputation.
In this three-part series, we will explore:
- Defining your company’s personality and identity
- Streamlining your visual brand elements
- Optimising your consumer experience
Part I – Defining your company’s personality and identity
Just like humans, brands must have a personality to be appealing. Think about the people you love and the attributes that make up their personality. More than likely, words such as funny, generous, strong, smart, witty, reliable and sassy could be used to describe them.
Successful brands have distinct and recognisable personality that drives their marketing strategies and client interactions.
How to discover your brand personality
Write down five words that clarify the appeal of your brand. Consider the following points:
- What do you offer consumers and how is it delivered?
- How do you communicate with customers? What language do you use?
- What do customers value about your business? What do you value about it?
- What is your point of difference from competitors?
The answers will help reveal the qualities of your brand’s personality. Make sure these traits are present in all your marketing and remember that different elements can be emphasised to varying degrees.
For example if your brand personality is honest, reliable, authentic and spirited, your communications should be specialised according to your target audience:
- If you are creating an online banner, amp up the spirited and authentic elements
- If you are emailing your financial planners, dial up the honest and reliable elements
Stay tuned for Part II of our guide, which takes your brand personality to the next level through visual design and identity.
If you need help defining your brand’s personality and want to use these traits in your marketing initiatives, contact us on 0424 867 866 or email us at firstname.lastname@example.org.