Reimagining the brand experience in three steps
By Johann Wrede - May 16th, 09:58
Recently, it’s become increasingly clear that sales and marketing executives are both facing the same challenge: differentiation.
Because crowded markets and increasing commoditisation have made it harder and harder to compete on attributes and qualities, thus driving a movement toward the brand experience as the new competitive frontier.
However, the problem I’ve noticed is that there is a fundamental misunderstanding of what “brand” and “brand experience” actually are. Rather than focusing on colour, logo, or tagline, companies should realize that the brand exists in the mind of the customer (or potential customer).
Therefore, these experiences – both online and offline – must be coordinated, consistent, and considerate of the specific individual’s time and needs. The catch is that while the solution might be easy to articulate, most companies get the execution completely wrong.
There are the three steps I recommend taking to overcome this challenge and effectively communicate your brand message.
Reimagining the brand experience in three steps
Reach across departments
Many brand experience initiatives are doomed to fail because they still operate within the traditional organizational structure of the business, where each separate department looks at the singular experience they deliver and tries to make it as good as possible using their own resources.
This approach is flawed; since the customer doesn’t see their experience with a brand through the lens of separate departments, companies shouldn’t approach it in that way, either. If the piece-parts from different departments don’t converge, the journey breaks as the customer crosses the border into the next adjacent department in the process.
Select a leader
Companies should consider appointing a brand experience czar or executive council that is responsible for correlating the analysis and improvement of experience throughout the entire customer journey. The ideal result: coordinated elements that can be implemented quickly, measured easily and integrated seamlessly.
True success only arrives when every single employee identifies as customer-centric. Attaining this achievement requires each employee to know the customer and the customer’s journey, to know their role in the journey, and to understand the KPIs that map back to customer success.
When you put the pieces of this action plan together, you end up with a customer-centric brand experience strategy that is broken down into manageable pieces, coordinated across the entire business, and that involves and engages every employee. Future of Commerce
Technical goods revenues soar at SA malls, despite mall proliferation and rise of online shopping
20/08/2018 - 10:48
The launch of Midrand’s Mall of Africa in April 2016 has helped to lift average quarterly revenue from technical goods across major shopping malls in Midrand, Pretoria and Johannesburg by more than 50%. This indicates that South Africa’s richer and more densely populated urban areas have yet to hit saturation point for new shopping developments.
The science behind engaging and relevant digital signage content in-store
20/08/2018 - 10:27
You might think that the magic formula to great digital signage content equals awe-inspiring visual effects and hours of animation. This formula might be visually appealing and might make your customers look but will it inform and influence their buying decisions? Probably not.
Customer engagement through gamification
17/08/2018 - 13:55
Gamification provides insurers with an ideal platform to enhance customer engagement. With apps like MEGA MEDS, that turns medicine management into a fun experience, and the likes of the Discovery Insure Driving Challenge, that rewards customers who are good drivers, there is significant potential for insurers and others to take a different approach to dealing with stakeholders.
Closing the sales loop – advertising in the mall environment
17/08/2018 - 08:38
As the relationship between retailer and customer becomes more complex and consumers’ motivation to purchase one product over another continues to shift and evolve, especially in this digital age, social media, personalisation and the need for customers to find both affinity and value in a brand have become increasingly important.
What makes an app successful in today's connected world?
16/08/2018 - 09:46
With technology in South Africa growing at such a rapid speed, it’s difficult to keep up with new apps being developed on a daily basis. Business owners are constantly having to educate themselves about the latest trends in order to align their business’ objectives with their customers’ changing needs.