"So how do you create a brand experience? If you work in marketing,
marketing communications or design, you've very probably had
discussions about how to do this. Strictly speaking of course,
you cannot 'create' one since experience - by its very nature - is in
the hands of the person doing the experiencing. That said, there are
some steps brands can take, as listed below:
1. Orchestrate the message
Keep repeating the message of your brand - consistently and frequently
- to minimise cognitive strain. Make it so familiar to audiences that
they recognise it immediately.
2. Select and apply the most effective touchpoints
Find the best approach for your targeted audience, one that will deliver
2. Select and apply the most effective touchpoints
Find the best approach for your targeted audience, one that will deliver
your message in the most cost-effective manner.
3. Create a meaningful, relevant and distinctive touchpoint execution
Make the most of every product's concept, appearance and user-interaction
3. Create a meaningful, relevant and distinctive touchpoint execution
Make the most of every product's concept, appearance and user-interaction
to grab the audience's attention and fully communicate the message
of your brand.
For me, these are the three key actions involved in creating - or improving
For me, these are the three key actions involved in creating - or improving
- a brand experience. They depend, of course, on the maturity of a
particular experience - how old or new it is - but for the purposes of this
article I'm assuming most of you will need to work on every phase. With
that in mind, let me share with you some of my findings about how people
experience an event. This may well help to influence the focus of your efforts."
Although this is specifically aimed toward a larger brand then branding
myself I found in this article that it is important to keep your brand consistent
so it can be fed easily to clients, to communicate who I am and my message
for my brand.
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