5 steps to creating and managing brand experience

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1

“Transforming a brand into a
socially responsible leader doesn't
happen overnight by simply writing
new marketing and advertising
strategies. It takes effort to identify
a vision that your customers will find
credible and aligned with their
values.” ~ Simon Mainwaring
2

Chances are if
someone mention
GoPro, you think of a
super-sturdy adventure
action camera.
3

Why's that?
Because GoPro has done a good
job defining its brand. Great brands
like GoPro are easy to recognize.
Their missions are clear, and they
foster that customer loyalty all
businesses crave.
4

5

A brand is one of the most valuable
ASSETS of a business, and it needs
to be carefully crafted to ensure it
properly and authentically
represents the business.
6

Crafting a brand is a
shared endeavor,
though.
7

A company’s brand identity is how
that business wants to be perceived
by consumers. The components of
the brand are created by the
business to reflect the value the
company is trying to bring to the
market and to appeal to its
customers.
8

A brand experience is a term used
to describe the total impression of
a potential consumer of a brand. As
a matter of fact, it’s the customers
and not companies that define
brands.
9

Brands are only relevant if
the businesses are in
alignment with the
customers.
10

It’s no longer the brand who spends
the most money in advertising and
marketing that attracts more
customers.
11

In today’s advanced
technological world,
customers are not brand
loyal anymore, or at least
they are loyal to a brand
as long as the brand
remains relevant to them,
which can be a few weeks,
or a few seconds at the
speed of the click of a
button on their mobile
phones or tablets.
12

Brand experience attract customers
to connect with the business and
buy products, but only if the
business delivers on its promise.
13

Brand experience must be simple,
contextual (engage with the
audience at the right time and
place), and personalized.
14

“You’ll never have a product or
price advantage again. They can be
easily duplicated, but a strong
customer service culture can’t be
copied.” ~ Jerry Fritz
15

Brand experience
harnesses the power of
consumer influence,
which is important
when you consider that
word of mouth is the
most powerful form of
advertisement.
16

So, what does it take
to create an awesome
brand experience for
your business?
17

18

Lets take a look at these
5 often taken-for-
granted steps in
creating and managing
Brand Experience.
19

1
20

1. Business Name /
Logo
You want to choose a
name that will last and,
if possible, will embody
both your values and
your company's
distinguishing
characteristics.
21

Your business name sets the tone and
helps define what you offer. It is the first
impression that a prospect has of your
business, so you want to make sure it’s
memorable, makes an impact and clues
people in on what you provide.
Over time your business name helps to
establish your brand.
22

2. Slogans / Taglines
It actually fulfills a very
important purpose:
they let you quickly
and efficiently sum up
what your company is
all about.
23

A slogan is not just a tag-line that you
must create; they play a strategic role;
in the long run, good slogans play with
customer’s mind making it believe yours
is a reliable product. Moreover, slogans
can also work as bridge between the
clients and brand to build and
strengthen the relationship. Since it
gives meaning to the name, it can
create feelings and attract people
towards it.
24

3. Product Opportunity
Other than highlighting
your products/services
features, functions and
benefits, also highlight
the opportunity that
your products/services
will bring to the
customers.
25

“Design is the fundamental soul of
a man-made creation that ends up
expressing itself in successive outer
layers of the product or service. The
iMac is not just the color or
translucence or the shape of the
shell. The essence of the iMac is to
be the finest possible consumer
computer in which each element
plays together” ~ Steve Jobs
26

4. Elevator Pitch
By preparing an
elevator pitch not only
do you have a script
ready for whenever
the opportunity arises,
but it allows you to
put down in writing
why your company or
product is the best of
its kind.
27

Elevator pitch is how you talk about
what you do not your personal
mission to change the world so focus
on the specifics. It’s should not be
your personal mission to change the
world because most people are
process-orientated, nobody really
cares about what you do; it’s
about HOW you do it!
28

5. Business Cards
A memorable business
card does a lot more
than just pass on an
email address or phone
number.
29

A creative or custom designed card
portrays more than just a name and
phone number, it is also your brand
personality. Make your card stand
out by using a professional printing
service that offers a variety of
patterns and colors to create visual
appeal.
30

6. Brochures /
Catalogues
Customers are not
always online. Even if
they have their
smartphone handy,
sometimes it’s easier
to pick up paper.
People tends to hang
onto paper more so
long as it is well-
written and has a
great design.
31

You can tell a story in the brochure/
catalogue over the course of the
layout and end it with a call to action.
Coupons with special deals and
discounts are also commonly included,
which may prompt immediate
business.
32

7. Packaging
Effective packaging
can sell a brand at its
point-of-sale. It’s a
powerful visual design
element that needs to
be a key ingredient in
your marketing mix.
It’s also essential to
help you build your
brand's image and
identity so that you
truly stand out from
the crowd.
33

Packaging is powerful because it tells
consumers why your product and
brand are different. Great packaging
is especially significant for growing
startups because it can have a direct
impact on sales and a company's
overall appeal.
34

2
35

1. Website
If you want your
business website to
be successful,
stunning web design
is not enough. The
design also needs to
reflect your brand
identity.
36

When you create a website, you
need to make sure that the colors,
the texts, the images, the navigation
and everything else is geared
towards optimized representation of
your brand.
37

2. Location
If your business draws
customers to a store
location, the site must
be convenient to the
customer. The location
must be easily
accessible and
provide the customer
with a feeling of
safety upon their
arrival and exit.
38

The companies that value customer
experience go above and beyond to make
themselves easily accessible to the
customer. Your customers work hard in
their daily lives. They have complicated
family situaOons and jobs and a lot of balls
they are perpetually juggling. Are you also
making it harder for them?
Want a powerful customer experience?
Simply ask yourself how easy you can make
life easier for your customers.
39

3. Furnishing
Create an environment
that embodies the
attributes of a
business, so customers
recognize and
experience your
business’ brand when
they enter your place
of business.
40

Appearance is so important in a retail
shop that you should put a great deal
of thought into planning and
executing your displays. Use colors to
literally communicate the brand to
our clients’ customers, potential
customers, stakeholders, employees
and community.
41

4. Colours
Colours create a
vibrant visual
experience. They
make things more
attractive, affect
moods and can even
subconsciously shape
action. As a result,
brands put a lot of
thought into the
colors they use.
42

Shoppers most often choose what
they buy based on color. In fact, it can
account for up to 85 percent of the
reason people buy one product over
another. The colors surrounding
customers while they're shopping also
can influence whether they make a
purchase.
43

5. Signages
Sign placement can
seem deceptively
simple, but there are
many important
elements to consider.
Of course a sign needs
to be placed in an
appropriate location
where it can be seen,
interpreted and
ultimately drive
consumer action.
44

Signs can be an essential component
of a business's overall marketing
strategy. A sign that contains a
business's logo can help reinforce its
brand. Signs are also used to draw
attention to promotions and to
convey information about the
business.
45

6. Vehicle Graphics
Also considered
"moving
advertisements,"
vehicle graphics help
identify a company’s
vehicles, and build on
the business’s brand.
It also creates added
exposure about your
business around the
neighborhood.
46

With well-designed vehicle graphics;
your van, car, truck, bus or trailer will
generate huge awareness of your
brand or service. But do remember,
that well designed, striking graphics
is the key. Your brand and details
must be visually pleasing, with a nice
balance between branding, colour,
placement and text.
47

7. Pricing
Business do everything
they can to associate
price expectation with
their brand name. The
way businesses display
their prices and the
numbers themselves
can have a significant
influence on the way
people perceive the
brand.
48

Consumers are price-savvy, and an
overpriced product will sit on the
shelf if the competition sells it
cheaper. As much as customers look
for quality, they will also protect
their pocketbooks.
49

“The moment you make a mistake
in pricing, you're eating into your
reputation or your profits.” ~
Katharine Paine
50

3
51

1. Social Media
While your company
may benefit from
using social media
services to reach out
to buyers and
promote products,
those services can be
used to build and
strengthen brand
image too.
52

Don’t sign up for every social media
sites because they are new or
popular. Determine which is most
relevant to your business. Be
proficient and excellent with one or
two sites before adding more.
53

“We don’t have a choice on
whether we do social media, the
question is how well we do it” ~
Erik Qualman
54

2. Company Blog
A blog builds
confidence,
relationships and sales.
Customers will look to
you as a reliable
resource for
information on your
industry; then come to
you to buy.
55

It helps drive new traffic to your
website and works closely with
search engines and social media to
do that.
56

3. Newsletters
Customers and
prospects may have a
limited perspective of
what your company
can offer if they only
view your
advertisements or
receive promotional
email. Newsletter
content builds a
broader picture.
57

While newsletters are useful in
getting attention from prospects,
their primary importance is in
maintaining ongoing connections
with contacts and existing
customers. A core benefit of a
company newsletter is to keep your
brand in front of customers who buy
infrequently.
58

4. Customers Loyalty
Loyalty programs
give retailers an
advantage and
customers get a
chance to take
advantage of pretty
amazing perks.
59

For retail stores, restaurants, and
travel companies, maintaining a
customer rewards program is almost
a necessity to stay competitive
because programs are so
widespread in those sectors.
60

5. Private Sale
If you're launching a
new product, hold a
private sale and invite
your loyal customers to
a preview evening
where they can buy it
first. Make sure the
event has an exclusive
feel, that you provide
good refreshments and
your customers have
networking time.
61

Every business needs new
customers, but the easiest and most
predictable source of continuous
revenue comes from the loyal
customers who already know your
company. Launch a private sale
specifically catered for the existing
customers. Create a VVIP
membership program.
62

6. Product Demo
A product
demonstration is one
of your best sales
tools if you have a
high-quality product.
A product
demonstration helps
you get a prospect
interested and excited
about your solution.
63

Visually showing how the product
works or sampling a small size
enables consumers to see and
experience how products perform
without having to risk buying first. A
product demonstration should
never be a tour of a product's
features and functions. Instead, it
should tell the customer's story,
with the product playing a key role.
64

7. Service Advisors
No matter how great
your product is or
how talented your
staff is, one of the
things that customers
are most likely to
remember is the
direct interaction they
have with your
company. Your service
advisors is often the
face of your company.
65

Although it can take extra
resources, time and money,
excellent service advisors can
generate positive word-of-mouth
for your business, keep your
customers happy and encourage
them to purchase from your
business again. Good service
advisors can help your business
grow and prosper.
66

4
67

1. Founding Story
Every business has
at least one valuable
asset: its story. So
you might want to
ask yourself: Who
are you? Where did
you come from?
Why are you doing
this?
68

A new business represents the unknown,
and that means unknown results for the
consumer. That is why it is so vital that
startups market themselves by sharing
their origin story with consumers.
Incorporating your company’s story into
your marketing overcome the
hesitations of your target consumers.
69

2. Thought
Leadership
Its about having the
answers to the
biggest questions on
the minds of buyers.
Including your unique
perspective on topics
relevant to
customers. They
determine what is
important to them.
70

And though being a thought leader
might seem like a lot of work, the
benefits of positioning yourself as
one are invaluable, especially in
today’s competitive landscape. We
live in the age of the self-educated
buyer. But how do you think buyers
educate themselves? By researching
or finding content created by thought
leaders.
71

“Thought Leadership is simply about
becoming an authority on relevant
topics by delivering the answers to
the biggest questions on the minds of
your target audience.” ~ Michael
Brenner
72

3. Book Publishisng
“When you hand
someone a book you
wrote, it’s more
impressive than
handing a business
card. It shows that
you have enough
expertise to write the
book.” ~ James
Altucher
73

Consumers in general assume that if
you’ve written a book on a particular
subject, you probably know a whole
lot about it and therefore, you’re an
expert. Expert status and credibility
are also helpful if you’re looking to
gain more media attention.
74

4. Employees
Training
Proper training will
translate into
motivated
employees, more
satisfied customers,
and a team better
equipped to
understand and
execute your
strategies.
75

Training helps your business run
better. Trained employees will be
better equipped to handle customer
inquiries, make a sale or use
computer systems. You can cross-
train employees to be capable in
more than one aspect of the
business. Teach them to be
competent in sales, customer service,
administration and operations.
76

5. Welcome Packet
A well
designed welcome
packet can create a
client experience
that will be
memorable,
differentiate you
from other
businesses and build
the foundation for a
successful and
profitable
engagement.
77

A client welcome packet is a set of
files that welcomes a client to your
company and provides all of the
information he or she needs to work
with you effectively. It’s like a
roadmap that leads the client through
your services, your policies, and your
work processes.
78

6. Community
Givebacks
Giving back helps
you and your
business in so many
ways. You improve
your own reputation
as being
“community
minded” and open
up opportunities for
promoting your
business.
79

Successful small businesses need the
support of their local communities.
You can give back in different ways,
by giving money or giving your time.
No matter how you do it, giving back
to your community will touch many
people’s lives.
80

7.Sponsorships
Supporting a good
cause not only
provides businesses
with convenient
advertising, it also
creates positive
publicity that
encourages potential
customers to choose
your business over
not-so-generous
competitors.
81

Getting involved with an event and
being seen as dependable and
supportive will accelerate the
process. Such events normally have a
certain mix of people that are in
attendance. Standing out in the
crowd by being a sponsor will
highlight you and your business with
a captive audience.
82

5
83

1. Free Samples
Don’t just give away
free samples to draw
attention to your
products. Use the
opportunity to get
feedback on the
product being
sampled and get to
know more about
the customers who
tried.
84

Many shoppers use retail stores
merely for browsing, before buying
online. What better way than to
convert visitors into customers than
with a small, tasty bribe?
85

2. Product Use
Knowing how to use
a product properly is
directly related to
how much
satisfaction a buyer
gets out of it. It can
also make them
more likely to
recommend it to
someone else.
86

Even if a product was designed to
fulfill specific and known user needs,
customers don’t always use it the way
and for the purpose the product was
originally intended. Never take the
design of your product for granted
and always collect feedback on how
customers actually used your product
will reveal the real user needs and to
get ideas of innovation.
87

3. User Manual
Good user manuals
educate customers
about the product's
features while
teaching them how
to use those
features effectively
and are laid out to
be easily read and
referred to.
88

What better way to make it easier for
customers to use your products or
services. Make them so happy that
they will never ask for refund.
89

4. Customers’
Reviews
Customer reviews
are almost as
important as good
descriptions /
product images.
Nearly 9 of 10
buyers read
customer reviews
online before
making a purchase.
90

Persuasive testimonials from satisfied
customers can sway even the most
hesitant and skeptical prospect.
Potential customers want the honest
opinion about your business, and
when evaluating you they heavily
favour the opinion of the crowd.
91

5. Customers
Advocacy
Having a great
product is a
prerequisite to
getting great
customers, but it
doesn’t always lead
to referrals.
Creating an
awesome
experience will get
them telling
everyone about you.
92

Who sells your products or services?
The common answer is the sales &
marketing team. But the actual
answer is the most important person
selling what you’re offering is your
customer.
93

“If you do build a great experience,
customers tell each other about that.
Word of mouth is very powerful” ~
Jeff Bezos
94

6. Seminars
Consider that in
order for people to
conduct business
with you, they need
to know who you
are. Hosting a
seminar is a great
way to let more
people know who
you are and what
you do.
95

One of the keys to growing a
business or increasing revenue is to
increase awareness of your product
and services by conducting seminars.
It allows you to connect, in person,
with an audience of prospective
consumers and appeal to them.
96

7. Workshops
When people attend
your workshops
they see you in
action. When they
see what they like,
they buy, they come
back for more and
they refer others to
you. Workshops are
a great way to
increase your
business and your
referrals.
97

Create closer interactions with your
customers and potential prospects. A
successful workshop provides
participants with new skills,
information, and a sense of
accomplishment. The ideal workshop
also provides opportunities for
participants to interact and learn
actively.
98

8. Customers’
Events
Shoppers need a
reason to go to your
store. An event
gives them a reason,
a date and time.
Events attract
attention and help
new shoppers
discover and get to
know you.
99

Customer events capture what is
important to the customer and provide a
logical way to organise prioriOes and align
improvement eﬀorts.
100

9. Open Houses
Planning an open
house at strategic
times of the year is
one great way to
attract customers. An
open house can be a
simple or part of a
bigger idea. If you
choose, there can be
refreshments
appropriate to your
shop and to the
theme.
101

Whether you’re a new business
owner or been around for years in
the business world, your company
can reap the benefits of holding an
open house. Not only does it attract
interested consumers, it allows you to
showcase your products and services
to gain new customers.
102

There you have it the 5 steps to
creating and managing Brand
Experience for your business. Positive
‘Brand Experiences’ are what keep
customers coming back for more. It’s
the magical formulas that businesses
either mildly or wildly succeed at
achieving.
103

But why go through
the trouble of doing
all these?
104

Customers want to see that the
business and products they support
have a life, a personality, and a
passion to which they can relate.
105

The explosive IMPACT of social
media, and the POWER it gives to
customers, is turning business upside
down.
106

Having the best product is no longer
the winning formula, the customer is.
The businesses with the best
CUSTOMERS wins!
107

And…

That’s it.

You now have all the principles within
the 5 steps. Lots of work needed to
be done in each step. Go do some
magic with it.
108

“As to methods there may be a
million and then some, but principles
are few. The man who grasps
principles can successfully select his
own methods. The man who tries
methods, ignoring principles, is sure
to have trouble” ~ Harrington
Emerson
109

If you found any value at all from this,
my humble request from you is to
recommend and share this article – it
has taken a lot of effort to put this
together.
110

You can also find us here:
https://www.facebook.com/grindmediadesign
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https://www.instagram.com/grindmediadesign
https://www.pinterest.com/grindmediadesig

https://grindmediadesign.tumblr.com
grindmediadesign@gmail.com
111

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For taking the time to read this.
And to Google Image, Pexels, Pixabay,
Shutterstock for all the awesome images!

5 steps to creating and managing brand experience

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