Ask most people “What is a brand?”, and they’ll use the left side of their brain and answer: a logo, advertising, the product or service, associated colours, tagline, website, and the list goes on.
Now, ask someone to name and describe their favourite restaurant and they’ll start using the right side of their brain and not only give you the name of the restaurant and the type of food they serve but also the ambiance, their favourite dish, table, waitress and the great time they had there when they last visited. Basically, the emotions they associate to the experience.
The point I’m trying to make? A brand is so much more than a logo – it’s an experience. It’s the feelings that people associate to your business. Your brand experience may begin with your logo and advertising but comes to life through your clients’ experiences. Successful brands have built a reputation and benefit from great word-of-mouth referrals because of the experience they deliver.
Think of one of the greatest experience makers of all: Walt Disney theme parks. From the moment their client drives into the theme park, their experience begins. They are not parked in lot A-22. They are parked in Donald Duck-22.
Now, I know what you are thinking… we’re not Disney, we don’t have that kind of budget… But a successful brand experience does not necessarily mean having a huge marketing budget; it means paying attention to the small things, and branding your experience from start to finish.
It means that you have taken the time to experience your brand from you customer’s point of view and taken the steps to make sure your brand is more than a logo, it’s an experience – ultimately, it means you care.