October 2015
Creating a Memorable
Brand Experience
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A brand experience is a brand's action perceived by a person. Every interaction between an individual and a tangible or intangible brand
artefact can be seen as a brand experience.
Source: www.brandexperience.info/definitions/
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Creating memorable brand experiences can set great brands apart from average and even good brands.
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Then and Now
Nowadays, what most brands are aiming for is a continuous engagement with their audiences. What they’ve realised is how
important brand loyalty is to the growth of their businesses - especially in an age
when the internet and social media have influenced the acceleration of the ‘full
brand experience’ approach.
Not so long ago, the approach many brands took could be summed up like this:
sell and forget. You sold your product or service, the customer went away and the contact between you was complete - until the
next transaction.
Source: www.designcouncil.org.uk
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Creating a Memorable Brand Experience
Brands become memorable because they have a number of elements put together:
1. Know your customer
2. Keep it sweet and simple
3. Start with the heart
4. Walk through a day, week or month in the life of your customer experiencing your brand
5. Humanize it
6. Empower and engage your employees
7. Keep your word
8. Listen
Source: www.pammarketingnut.com
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1. Know Your Customer
To create a memorable experience for your customers you must know who they are
• What matters to them?
• What makes them happy?
• What problems do they have and how can you help solve them?
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What Brands Think
vs What
Customers Say
Source: eConsultancy
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2. Keep it Sweet and Simple
Don’t over complicate the experienceFocus on creating simple moments of pleasure that are easy
remember
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Micro Moments of HappinessBring a brand to life in a way which a customer is exposed to an unexpected
memorable moment of joy, that really stands out among the noise in their busy day.
Free ice cream when temperatures soarThe heat reactive McDonald's Ad gave 100
customers a free McFlurry when temperatures hit 101 beating the previous record
KitKat Take a SeatTo celebrate the launch of the new
#AndroidKitKat, KitKat gave people the chance to win a Nexus 7 tablet – by simply having a
break
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3. Start with the Heart
Find what matters to them and connect with it in a real, compelling and relevant way.
Create experiences that connect emotionally
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“You can’t sell anything, if you can’t tell anything.” GE CMO, Beth Comstock
Tell a Story that Inspires an Emotional Connection
Every brand has stories to tell — from what it means to employees to work for your company, to the amazing things that can happen when opportunity knocks, to everyday moments of delight felt by people you touch.
GE tells their innovation story through the eyes of a young child.
The goal, according to GE Global Creative Director Andrew Goldberg, “was to capture the imagination of the child and also of the viewer in talking about the company’s roots.”
Source: http:marketing.linkedin.com/blog/5-proven-ways-for-brands-to-connect-emotionally/
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4. Walk through a day, week or month in the life of your customer experiencing your brand
• Think about how the experience works for them
• Examine every touch point they have with your brand and the people in it.
• How can you make it better?
• There is no single online and separate offline experience. Each experience matters and the brand should be consistent both offline and online.
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Identify Your Customer’s Touch Points
• Make sure each touchpoint leads to a good customer experience
• The journey as a whole should deliver on customers’ expectations
• Every touchpoint plays a role in reinforcing the brand’s positioning and overall perception.
Source: www.grahamdbrown.com
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5. Humanize it“Human brands do not speak to their audiences like a dollar bill or credit card.
They speak human. They engage like humans.” Pam Moore
Don’t tweet the same tweets 24/7, 365 days of the year. Engage in real-time. Share and create experiences in real-time.
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Being Human
• Have an ‘about us’ page that is appealing
• Stop all the business babble
• Inject a sense of humour into your content
• Publish pictures of your team being themselves
• Introduce the team
• Sign your social updates
• Have conversations with fans, followers and commenters
• Encourage employees to be social
• Admit your mistakes
• Sign off emails with ‘your’ name
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6. Empower and Engage Employees
Your employees are your brand
• Every contact your customer has with your employees is a brand touch.
• Empower and inspire them to be your greatest brand advocates.
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Turn your Employees into Social Brand Advocates
• Educate o Make sure employees understand what your
brand stands for, its values and its position in the market.
• Publish interesting contento If your business has something interesting to
say, your employees are more likely to share it
o Encourage your employees to create their own content
• Trust your employees to respect your brando A brand’s employees make the company
more human
• Create the right cultureo If your employees enjoy coming to work every day and believe in your brand,
then they are more likely to care about its success
Source: www.theframeworks.com
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7. Keep Your Word
Don’t over promise and under deliver.
Earn and establish trust at every brand point.
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Trust Builds Brand Loyalty Trust influences customers to make a commitment to your brand
and keep coming back for more
Naked Wines
• Builds credibility by providing a platform to talk directly to the wine-makers. They have a superb tone of voice and a customer relationship management (CRM) system that always delivers on the promised date. The Naked Wines loyalty program rewards “angels” (loyal investors) by discounting wine, announcing new wines to them first and holding personalised regional pop-up tastings. - Annual group sales were up 67% in 2014.
Source: www.theguardian.com
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10. Listen
• Smart brands listen
• Listen to what your customers and community are talking about.
• Leverage social listening tools and develop a strategy with specific tactics to take the data and insights from your social networks
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Embrace Customer Reviews
• Best Buy listens to its customers by focusing on its customer reviews. • In 2014 the retailer began to share feedback with vendors and takes a range of
actions based on web reviews. • To encourage customers to leave a review Best Buy rewards customers with special
points to use toward future purchases.
When companies listen to their customers, collaborate with them and innovate together, they thrive…
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Here’s How Starbucks Continues to Create a Memorable Brand ExperienceIn October 2015 Starbucks launched its ‘Mobile Order & Pay’ feature in the UK, allowing customers to pre-order their beverage and save on queuing time.
• Brings together loyalty, mobile payment and ordering ahead in one ecosystem
• Extending the relationship with its customers and improving the overall customer experience
• US customer feedback showed the app typically saves customers between 10 and 15 minutes in their day.
• Takes away the pain points of a typical retail experience, like queuing and taking payment.
• Allows baristas to get to know their customers and build a relationship.
“As people start to converse with their social networks and on their phones, it made sense for us to extend into that space” Ian Cranna, Starbucks VP of marketing and category EMEA
*
* across 150 London stores
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Create a Memorable Brand Experience
• Blend online and offline experiences in a seamless way
• Listen to what your customers want and create relevant communications
• Embrace the fun factor and create micro moments of happiness
• Identify every customer touch point and make it count
• Don’t be a corporate robot - add personality to conversations with your customers
• Don’t forget your employees! Empower them to love your brand
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