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Experience is ALL that matters in a brand.
Let me give you a holiday example: why are Old Navy’s flannel holiday pants superior to all others in my opinion? Because of a little PJ Christmas party my friends and I had several years back. I. LOVE. THOSE. PANTS.
Silly yes, but the experience I had bound me to that brand.
More brands need to work to communicate and brand the experience with a brand than they are communicating quality, value, etc. Why you ask?
Because if the experience is satisfactory and matches up to the brand promise, quality and perceived value are sure to follow.
I for one, will be looking to create direct links between my client’s products and the experience’s people have with them to communicate the brand promise…not just spouting off the characteristics in releases and pitches. Clearly, that means testimonials, which communicate not only the experience, but the quality as well.
In a time where dollars matter more than brand loyalty a strong positive experience is the only thing that will keep consumers purchasing, making investments and otherwise spending where they could easily make a cutback.
Great post, Robyn! It's funny, I was in Sears the other day looking for some Christmas presents, when I thought to myself, "Why am I in Sears instead of Best Buy?" So I walked across the mall, outside to the 0 degree weather, and across the street just so I could shop at Best Buy. They have a great brand and you almost always have a great experience when you are in the store. It made me realize just how important branding really is.
Brands that have customers who are brand loyal truly provide an experience, which stems from the characteristics and quality of the product/service. Take Apple, for example. The Apple stores provide an experience and a feeling of being a part of a community.
The more brands can create an experience (online and off) and a real relationship with customers through delivering on the brand promise and characteristics, the more loyal the customers will be.
Great post!
Robyn - Great post. The experience and interaction with what the brand does (makes great pants, shines your hair, whatever) is what creates the word of mouth, the brand advocates and the type of marketing that you cannot pay for. We have also been working with our clients to talk more about what their product does for people that the features of the product. Scissors are just scissors, but for some people it create scrapbooks, builds puppets for kids or cuts the wrapping paper when giving the perfect gift. That's the power and image your brand needs to create. Have a great holiday!
It impossible to develop a relationship with a brand unless the brand becomes a substitute for real lifetime values. A bar of chocolate assumes the meaning of romance, friendship, family warmth and happiness.
Stop using your companies pre-printed thank you notes. Hand write a thank you note! Hand writing is much more personal and it shows you care. More...
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