The Trio of Brand Experience, Marketing & Advertising News, ET BrandEquity
ET BrandEquity.com brings the fifteenth part of Strategygrams weekly series.
This week’s Strategygram titled “The Brand Experience Trio” is part of the collectible series created by Sattar Khan, a brand strategy consultant. Each Strategygram condenses a strategic thought into a single image. The collectible series is a visual guide to strategic thinking and provides handy image prompts for your branding workouts.
Imagine a trio of bands you can’t get enough of. The trio plays well together – sometimes in harmony, sometimes in counterpoint, sometimes in differentiation – but always offering a holistic experience in which you will immerse yourself with pleasure.
This is what a good brand experience looks like.
These are three dimensions working in synergy, even though one dimension drives part of the customer experience journey while another drives a next phase.
There is the dimension of brand performance: what does the brand do for me? Does it allow me to easily achieve the result I want?
There is the dimension of brand emotion: what does it make me feel? Am I feeling good?
And there is the dimension of brand importance: what does it say about me to myself and to others? Am I proud to use it?
This is your brand experience trio. All the cues you deploy – sensory, aesthetic, cognitive – create three-dimensional encounters that span the entire customer journey: from first thought and triggering event, to purchase and use, to elimination and recommendation.
Whether your brand is a product, service, or a hybrid, experiences aren’t just a way to market your brand — your brand only exists through the experiences people have of it.
Your brand is created, as you know, not in the factory, but as a clear impression in people’s minds from all their interactions with it – conscious or unconscious, physical or digital, solo or comparative.
No experience, no brand.
Additionally, people form opinions of your brand by the experiences they have of it not only in comparison to others in your category, but also to brands in all categories.
Your experience in an airline lounge or the hospitality suite of a five-star hotel influences how you view your retail bank’s lounge for its premium customers. Even if the three categories are different in their proposals and their levels of profitability, you are nonetheless the same person who experiences the same gestures of waiting to be served.
Likewise, your product unboxing experience in one category raises expectations for another; your repair service experience for one item shapes your opinion of acceptable standards for a host of others.
Is it right? No. A reality ? Yes.
Your brand lives or dies by how it juggles three dimensions to create pleasant moments and pleasant memories, for what behavioral scientists call our “experienced selves” and our “remembered selves.”
How do you know you’ve done things right for the customer? The absence of your brand is frustrating; his presence liberates.
Check out this week’s Strategygram below:
Check out the first fourteen Strategygrams: “Speed Kills”, “Half Bridges Don’t Work”, “No Contest”, “The Silent Clue”, “Who’s For Lunch?” », « Competition Is A Monster », « The Distinctive Sells The Difference’, ‘Strategy As Story’, ‘Timing Beats Speed’, ‘Conquering Fort Customer’, ‘How Are You Different?’, ‘The Villain and The Hero Inside ‘, ‘Galileo’s Discovery’ and ‘The Strategic Logic Chain’.
-Sattar Khan can be contacted at [email protected]