Last week’s Branding 101 post about the benefits of thinking about your brand as an experience left a lot of questions unanswered. Here are a few tips on how to think of your brand as an experience.
It’s a mindset
There are several ways to treat your customers and other stakeholders and view your brand. Viewing your brand as an experience is a matter of mindset. Understanding that consumers, employees and other stakeholders have their own unique opinions and ideas that are constructed through their experiences and relationship with your brand is the key to understanding the brand as an experience. People do not just purchase a product or service from you, they purchase an experience with your brand. For example, I do my best to make sure that my customers do not just purchase web design or brand consulting; they purchase an experience with Web Couture, in which they help create an ideal website for them and/or learn more about their brand through our discussions.
Focus on creating brand value with stakeholders
Companies create brand value with their stakeholders not for their stakeholders. Through interaction and dialogue with your customers (and other stakeholders) you facilitate a brand experience and co-create brand value with your stakeholders. Conversations with people on Twitter could turn into a number of brand experiences: new clients, a co-operation with other companies and brands, or an invitation to a mastermind group.
Relationships are everything
You want to have relationships with your stakeholders – these are key to creating experiences with stakeholders. Interaction and dialogue with stakeholders on various social media channels, or directly face-to-face is a good step to creating relationships and supporting good brand experiences for your stakeholders. Value through brand experiences is created through various forms of interaction with stakeholders.
Enhance the experience with storytelling
Stories have the benefit of adding an emotional side to your brand. Customers are easily able to connect and become emotionally engaged with stories, resulting in better brand experiences.
Would love to hear your comments and tips on how to start embodying the “brand as an experience” mindset. How do you facilitate experiences with your brand?