The paradigm of experience, effectively communicate the brand message

There is no doubt that one of the ideas of the new environment in which the brand lives is “customers no longer buy products, they buy experiences”. The reality is that in this phrase there is a solid foundation, companies to excel in an increasingly competitive environment must offer each day more than a solid image or message of the brand. Today creating a unique experience is the most powerful way to connect with the customer. Thus, valuable brands transcend color palettes, advertising and social media, building their value through the ability to connect in meaningful and emotional ways. I spend a lot of time talking to clients about how they want their brand to be seen and perceived by clients in terms of image and business Estonia Mobile Database. Lately, in these conversations I try to influence more and more that the brand is much more than what many perceive and they must take a step further, from providing a service or product to turning this process into an experience that generates positive associations that lead to purchase and loyalty. Regardless of whether it is a mass consumption company or a small retail business, it is important that each time the consumer interacts with the service or product, the experience they obtain is relevant and as differentiated as possible.

Having a positive and lasting impact will encourage consumers to repeat and refer us to others. The biggest brands generate curiosity, ensuring continued participation, and ultimately loyalty. All of this is driven primarily by customer experiences that evolve over time while remaining true to the brand’s legacy. It sounds easy? It is not, it is necessary that the experience itself responds to a series of elements. Authenticity. In a world full of interchangeable experiences, brands must fight harder to gain differentiation and relevance in the market on a consistent basis. Which means truly memorable experiences that reflect the brand’s values ​​and stay true to the company’s heritage. Participation. Active and direct participation is the key, and you need to encourage customer interaction. Brands must provide the framework to allow customers to “take ownership” of the touch point and interact with it. It’s about making consumers feel like they are part of the brand and its creative process. Significance.

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Meaningful experiences are easy to understand and easy to share. In order to create relevant experiences, you need a deep understanding of your customers. Identify “brand ambassadors” and contact points to reach them. Trying to be meaningful or relevant to everyone is naive and unsustainable in the long run, so you have to focus. Integration. As our online and offline worlds continue to merge, a brand strategy must focus on smoothing out disjointed experiences and creating coherence between digital and physical touchpoints Brother Cell Phone List. The number of digital initiatives should be less important than how well these digital initiatives support a broader effort to create a seamless brand experience. Putting these elements into practice, I have recently been involved in the strategic definition of the brand of a Boutique Hotel in the Caribbean. The business, how could it be otherwise in such a privileged environment, works well and the proposal is clear and relevant, customers are satisfied with the current offer, however, the owner wants to go one step further to improve the service and gain in differentiation, with the aim of positioning itself at a higher level.

Currently, its focus is focused on the European market with medium and high purchasing power, therefore the level of service and customer care is high and its image, from the logo to the welcome pack, has a careful design and appropriate to the target. However, the interaction of the brand hardly ends there, losing enormous communication opportunities of what the brand represents. What appear to be simple items, such as the soaps, pillows or fruits on offer, should become thoughtful decisions with a reason for being that contribute to the generation of a unique brand experience. The appropriate choice of products or services with which the customer comes into contact, is a reflection of the brand, and how it is desired that users experience and interact with it. Although this is very relevant, it is also when it comes to the relationship that is maintained with other companies. For example, if it is about raising financing for a project among investors, the way in which the brand communicates or reflects its values ​​is of special relevance.

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Instead of the standard bland and boring exposure that is usually used for potential investors, creativity should be worked that is a reflection of the essence that is sought in the relationship with our consumers. In terms of identity, regardless of the size of the company, it is something that brands must work on consistently. It is not about having an excellent image, a magnificent website or well-designed stationery, it is about everything being a reflection of the experience we want to offer the client. From the first interaction of a consumer with the brand it is important to ensure that they immediately understand the value proposition that is being offered in functional and emotional terms. In recent years we have seen the enormous effort that many brands are making to improve experiences and therefore reach customers more efficiently and easily. The truth is that there is still a long way to go, especially when it comes to execution.

Let’s think about the automotive sector, where most of the brands are carrying out enormous efforts in the digital field – Apps, websites, SMM, etc. – developed to create brand links and associations that generally disappear when that experience is brought to the physical space, dealerships. Consumers spend more than 60% of their time buying a car in digital spaces. In the end, however, most buyers are influenced by physical experience at the dealership in their final decision. An execution problem at this point will therefore determine the brand experience and therefore the purchase. This is the story today of a multitude of brands, a lot of dynamism in the digital world that does not just materialize in physical experiences. With so many companies competing to offer similar products and services, increasing competition and fewer opportunities to make a good first impression. The struggle for the generation and execution of experiences as an element of communication of values ​​and differentiation is a key in the construction of a brand in the long term beyond a fleeting impression.

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