We talk a lot about creating a great brand experience around here. If you’re having trouble standing out from your competitors or even getting your target audience to remember who you are the next time they need services like yours, creating a memorable experience is key to your success.
Your brand experience helps someone determine whether or not they like your brand by how they perceive it and how they interact with your business. When people check out your website, what’s helping them say, “I want to know more!”
Your brand experience can show up in your packaging, products, courses, communication, and customer experience…
It shows up through your social media, your website, blog, and podcast…
It’s how you show up for calls, how you handle conflicts, how your customers feel while working with you…
Creating a great brand experience is not only important for the clients you work with, but it’s essential to create a memorable experience for those who haven’t invested with you yet. You want people to connect with your brand and creating a memorable experience will do that.
The easiest way to think through ways you can enhance your brand experience is to think about how someone might interact with your brand through touch, smell, sight, sound, and taste…
If you’re an online business, it gets a little trickier, but still very doable! So let’s dive into ways you can create an amazing brand experience for those of us in the virtual space…
What’s the purpose of your business?
Why does your business exist? It may be easy for you to define for yourself, but how can you communicate the purpose of your business in a way that grabs the attention of your target audience? We’re not here to create a mediocre experience, but a great one!
The purpose of your business should go beyond your services or products. What’s the bigger picture look like for your business? How can you deliver a transformational experience for your customers…what does that look like for them?
Understanding your mission will help you think of how you can create a unique brand experience for potential and existing customers.
What story are you trying to tell?
Sharing your brand’s story helps your business become more than just a transactional relationship with your target audience. By sharing your story, you’re inviting people to be a part of something bigger…and something they want to experience. Be consistent when sharing your story whether that’s through your blog, social media content, website, or videos…
How can you create a consistent message throughout your brand?
Let’s use Disney as an example of a business that nails it when it comes to creating an amazing experience. They’re not just selling family trips to a theme park, they’re sharing moments…and through the story they tell, they encourage people to create memories with those they care about.
Every interaction created in the Disney brand is part of the experience. It shows up in the movies they create, it shows up when people first purchase a ticket to a theme park…
Have you ever been to Disney? Disney itself has done an amazing job creating a brand experience of its own, but every single ride has its own unique experience in itself. Each ride has its own signage, its own unique characters, it's creating a story and inviting people to be a part of it…
Everything, and I mean everything, is working together to create an experience that people won’t forget…and one that people want to go back to experience again and again.
You might be thinking that you’re not Disney. Nor do you have a business in a physical space. Your brand experience doesn’t have to be like Disney’s because…well, you’re not Disney! But the best way to think through your brand experience and how you can incorporate your own unique story is to think about your customer journey…
The customer journey doesn’t actually start when someone becomes a client, it actually starts way before they even know the name of your business. If you think through the customer journey, you’ll find ways to enhance your brand experience by being intentional with why, what, and how to create every interaction of your brand a memorable experience.
Until next time,
Happy Branding!
