How To Create A Profitable Brand Experience
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An introductory working guide with 10 tips to help provide clarity on what elements make up a successful brand experience.
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How To Create A Profitable Brand Experience
- 1. 10 Tips How To Create A Profitable Brand Experience & Grow Financial ValueAintro ducto ry g uide Joy Abdullah Marketing Director– Benefit Point A Publication of
- 2. Tableof Contents Creating a Profitable Brand Experience Tip #1:How to Seize Attention Tip #2: Describing the Brand Experience Tip #3: Brand Differentiation & Brand Culture Tip #4: Conversations of a Brand Tip #5: Deepen the Reach of the Brand Experience Tip #6: Building Financial Value Through The Employee Conversation Tip #7: Building Financial Value Through The Customer Conversation Tip #8: Impact of Leadership on Brand Experience Tip #9:Evaluate Brand Risk Tip #10:Brand Experience is Dependent on Conversations Come #HaveAConversation
- 3. Creating a Profitable Brand Experience Creating a engaging, endearing and relevant brand experience is a bit like cooking your favourite culinary dish. There is a list of ingredients which need to be measured carefully and prepared so that the result is a mind-blowing dish. It’s exactly the same in creating a brand experience that creates financial value. The various elements need to be measured and prepared carefully so that the required perception is created in the target person’s mind. There are 10 critical elements that go into developing such an effective brand experience. This e-book provides an overview of these 10 elements as tips. Intro ductio n
- 5. “The trick is to remember that your customers and employees are HUMAN like you! Overloaded with information Joy Abdullah “
- 6. How To Seize Attention A Microsoft Canada study in 2015 established that humans have an attention span of only 8 seconds! And we all have information overload! So we are very selective of the message and content we spend time on. The trick is to remember that your customers and employees are HUMAN like you! They’re overloaded with information. In creating brand content bring out clarity and crispness of the benefit the brand offers. Answer the ‘WIIFM’—What’s In It For Me—in crafting the brand promise. And please customise the message content to suit each communication channel! Do not put a newspaper ad with fine print, in 8pt font size, out on a Out-Of-Home- digital board on the sidewalk!
- 8. “ In creating an engaging and endearing brand experience various elements need to be measured and prepared carefully so that a desired perception is created. Joy Abdullah “
- 9. Describing the Brand Experience In creating the brand experience a significant amount of discussion, on the perceived emotions the brand is to deliver or is attempting to deliver, is required in order to clearly identify what exactly is the brand promise. The outcome of the brand promise is the experience created. This experience is then mapped, across various touchpoints that the customer uses, for the delivery or execution of the experience. In describing the brand experience it helps to: 1.Write it out to have clarity! 2.Put specific measurement metrics to it! After all what gets measured gets done.
- 12. Creating Brand Differentiation & Seeding the Brand Culture Differentiation is a critical element in brand identity. A relevant and scalable differentiation occurs by having a very strong emotional connect. Building a strong emotional connection takes relevancy, time, patience and perseverance. Creating brand relevancy is the first stepping stone. Brands often use feature specific differentiators. These do not give long-term advantage as they are easily copied or are seen to be similar to the competition. A strong differentiation is created by creating a specific perception about the brand. Perceptions are usually emotionally driven and in creating perception brands must relevantly engage with the customer continuously in an ongoing conversation. This involves having key content across various communication channels each adding value in identified ways. With increasing engagement brand culture is exposed. This adds to relevancy. Higher the relevancy, higher the brand differentiation.
- 14. “Conversations are always happening-- in person, online & offline. Each of these conversations can provide sustainable value. Joy Abdullah “
- 15. The Conversations A Brand Has Conversations are always happening. Whether in person, online or offline. Each of these conversations can, if managed well, provide sustainable value. Three key conversations of a brand: 1.With Customers: Whilst we may think this is the most important conversation, priority-wise its number two. 2. With Employees: This is THE MOST IMPORTANT conversation. This conversation impacts engagement, advocacy & brand culture. 3. With Business Partners: This conversation ensures there is alignment of brand values, between the two, which is based on delighting the customer. In each of these content and the communication channel plays a important role in having tactical options ready.
- 18. Deepen the Reach of the Brand Experience There are four areas to look at when exploring how to deepen the reach of the brand experience: 1.Easy availability: This covers distribution both online and offline. 2. Affordability: This is the pricing of the brand. 3. Ensuring credibility of the experience created: Through the employee advocacy conversations and communications. 4. Exploring opportunities to create brand extensions: This is planning for strategic financial growth. If you have followed the tips thus far you would have enabled the communication support your brand needs to be ready for marketing.
- 20. “A transparent and safe conversation with employees creates accountability & responsibility. Joy Abdullah “
- 21. Building Financial Value Through The EmployeeConversation The conversation with the employees is the most important one. This conversation needs to be on: 1.The organizational purpose and mission 2. The alignment of the purpose and mission into the brand promise. 3. How individual roles and job functions impact on the delivery of the brand promise. Such a conversation creates accountability and responsibility, on employees, to take ownership in advocating for the brand. Note: This is not a one-off annual conversation. It’s an on- going one through-out the year that impacts the brand experience at all points in time in the year.
- 23. “ Social listening and data analysis are key in having great customer conversations. Joy Abdullah “
- 24. Building Financial Value Through The CustomerConversation This is the second most important conversation in creating financial value through brand experience. In this conversation the key is listening in order to understand the competitive choices a customer has. How do we learn about the choices a customer has? Social listening & data analysis Social listening comes from investing in a good social team that helps listen, understand and create key interactions with the customers online. From those interactions looking through the data and finding the right insights to aid in strengthening the brand engagement. Note: The customer conversation is an on-going one through the year and is not a on-off activity. It requires strategic overview and management to identify key insights and points-of-entry for the brand.
- 26. “ The leader’s vision, communication and behavior sets the culture. Joy Abdullah “
- 27. Impact of Leadership on Brand Experience Let me explain this by using the analogy of a family. The head of a family, in association with other adult members in the family, sets behaviour norms by being the role model for children. Children emulate the behaviour of their role models as they see it happening in the house. This behaviour also impacts on other adults in the way they interact. So, if the head of the family behaves with empathy, authenticity and shows trust both adults and children will show this in their behaviour in the house and outside. Exactly in the same way, in a business set-up the leader’s vision. communication & behaviour sets the culture. Culture affects employees and their advocacy of the brand which in turn impacts the brand experience customers perceive.
- 29. “ Anything that threatens the sustainability of the company’s current and future brand demand. Joy Abdullah “
- 30. Evaluate Brand Risk What is brand risk? Traditional risk management does not provide a definition of brand risk. It’s taken as an output of other identified risk areas. Brand risk can be defined as threats to the brand equity and to the brand differentiator. Anything that threatens: 1. sustainability of the company's current and future brand demand 2. the company’s commercial freedom Internally brand risk can arise from: 1. Poor manufacturing and/or service quality. 2. Poor engagement and comprehension of brand purpose by employees. 3. Poor stakeholder engagement and customer service. Externally brand risk can be from: 1.Changing customer behaviour that leads to drop in sales or boycott of the brand. 2.Retail space capturing tactics by competition by buying out the stocks or damaging it. In the virtual world, crashing the retail site or hacking it. 3.Regulatory changes brings legal opposition to the brand in doing business within a region or market segment.
- 32. “ The entire brand experience is contingent on conversations— internally and externally. Joy Abdullah “
- 33. Brand Experience Is Dependent On Conversations Brand experience is contingent on one very important thing. That is Communication or, as I say, Conversations! Without conversations there is no interaction and therefore, no stimuli for experience to be created. But when we talk we have conversations! And we all love talking! By harnessing and guiding the talking, at workplaces, it's possible to create the required conversations. These conversations empower, create accountability & responsibility that leads to employee & customer engagement. Without conversations the personalization and the emotional connect does not happen. And without the emotional connection, strategically, it's impossible for any business to survive, the onslaught of change, in the long-run.
- 34. To get your brand experience create profits for you. Let’s #HaveAConversation Book me at : www. calendly.com/joyabdullah