Basics of Branding Today
A Brand is MORE than a Name or a Logo
A Brand is EVERYTHING, and everything is a Brand.
A Brand is your STRATEGY for EXPERIENCE.
So what to do?
- Engage your Audience through Visuals
65% of online audience are visual learners.
- Keep your Tone Friendly
73% of customers stick with a brand because of friendly customer service.
- Colours Bring Life
Colours increase Brand Recognition by upto 80%.
- Flaunt the Typeface
For the past 50 years, Helvetica has dominated design.
- Whitespace Sells
Whitespace increases the perception of information by 20%.
- Establish your Brand's Voice
45% of a brands image can be attributed to Who Says It and How It Says It.
- Invite Trust
54% of people don't trust brands.
- Be the Market Leader
Top brands outperform the stock market by 120%.
- Focus on Content Strategy
49% of brands do not have a documented content strategy.
- Personalisation is the Key
74% of online consumers expect a brand's web content to be personalised.
Okay but what do customers what out of a brand?
- Invite participation.
Great brand experiences are design-driven: simple, accessible, easy and inviting to the participant.
- Build around users.
Brand experience learned it from the web: people want their experiences to be relevant and feel customized to their needs. Even delivered at scale, experiences should “fit” the user.
- Make it shareable.
Experience sparks recommendation; experiences should be designed to tap into technology as well as our primal human desire to share.
- Create community.
Beyond fueling recommendations and referrals, experiences should be designed to connect people around brands—to leverage the few to inspire the many.
- Make it useful.
It should go without saying: any experience should add value to people’s lives.
- Honesty and transparency are valued
“The sales staff were knowledgeable and helpful [in] understanding my needs and aspirations. They were also prepared to provide better prices and throw in extras. A great and pleasant experience.”
- “[The] benefits of the product are exaggerated
- during purchase, but claim settlement is complicated
- and slow… We [had a] very bad experience and
- will hardly choose this company again.”
- Individual treatment and respect are expected
“One dealer in particular inquired more about my personal needs to help look for what I really needed. He showed me the features and benefits of each car. Asked if overall price or monthly payment was more important. Took me for a test drive and also told me I could return it no questions asked in 30 days”
“When they put your name and number into a computer system and you have a different person calling you back every day for weeks, it’s rude and completely impersonal”
- “Above and beyond” experiences are remembered (so are their opposites)
“She sent me a thank you card mentioning something I had said while I was there. She actually listened.”
“I was in the showroom looking at the vehicles and no one would approach me. So as I walked past a desk I took down the phone number. Then I called the number to get [the salesperson’s] attention... You should have seen his face when I waved to him.”
- Map the overall brand experience.
Assess all the touchpoints that add up to brand experience to understand gaps, white spaces and areas for improvement. From a customer journey perspective, this is an invaluable step toward “plugging the holes” at which people defect or get distracted.
- Improve existing experiences.
Do the work of elevating existing experiences, with particular attention on drivers with the highest levels of impact, like customer-facing staff, partners and other people that represent the brand.
- Invent and innovate.
With so few truly differentiated experiences, brands have a huge opportunity to stand out and be special. Look at the tremendously low current performance scores for the extra, discretionary experiences brands create—and take advantage of that white space.