Deliver A Compelling Brand Experience
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Deliver A Compelling Brand Experience

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Increase your brand experience.

Increase your brand experience.
Take your brand to new places with this short guide.
Read how to deliver a compelling brand experience.

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Deliver A Compelling Brand Experience Presentation Transcript

  • 1.
  • 2. How to deliver a compelling brand experience
     
    B2B brands need to:
    • Be clear about the emotional response they want to instigate.
    • 3. Ensure that the experiences match and consistently replicate that initial brand experience.
    • 4. Never assume to know what people want.
    • 5. Approach methodically and logically, and communicate succinctly and intelligently.
  • It can be summarised into a four-stage process:
    1. Discovery and insight
    2. Creating compelling experiences
    3. Validating created experiences
    4. Implementation
  • 6. 1. Discovery and insight
    Look at what people are experiencing with the brand:
    • Understand any fractures and dysfunctionalities.
    • 7. Understand where there might be weak points and where the brand is portraying itself in a strong light.
    • 8. Understand who is engaging and what their needs and motivations are.
  • 2. Creating compelling experiences
    Turning what you have into a compelling experience is the point of the creation phase.
    • Use both existing customers and employees in the design to ensure there is a continual integration of customer demands and employee knowledge.
    • 9. Use visualisation techniques like mock ups, prototypes, and storyboards, to bring to life the services you are offering and experiences that can be delivered.
  • 3. Validating created experiences
    • Compare existing brand experiences with ideal ones.
    • 10. Look at cost benefit here.
    • 11. This is not an expense but an investment.
    • 12. All newly designed experiences must be practical and justifiable.
     
  • 13. 4. Implementation
    Start by developing the organisation’s processes, this will usually require:
    • Some IT support.
    • 14. Training
    • 15. Extensive and comprehensive communication (internal and external)
  • Finally
    Always remember that the brand as an intangible asset does not exist in the logo, identity, brand manual or website of an organisation.
    It exists in the multiplicity of experiences that anyone has had when coming into contact with the brand.
    An impression that affects the way they think and feel about the company and that influences their desire to do business.
  • 16. Richard.bush@baseonegroup.co.uk
    www.baseonegroup.co.uk/beyond