Developing a Brand ExperienceStrategyBrandexperiencematters.blogspot.comSeptember 2009

ABRANDEXPERIENCEis what occurs every time a consumersees, hearsorinteractswith that brand.Experience is the appreciation or knowledge about something gained through seeing, hearing or interactingwith itA BRAND is acollection of perceptions in themind of theconsumer

Visiting a storeTalking to salespersonSeeingPackagingSeeing it On-lineAll Brand Experiences - past and present - shape the consumers view of a brand and will effect their decisions to buy, buy again...and maybe even advocate itDealing withcustomer serviceMemoriesfrom pastWord of mouthUsing itNoticing an ad

Delivering Brand Experiences to Drive Advocacy To succeeda brand has to deliver what it promises.To achieve greater success a brand should aim to a exceed consumer expectations.To wina brandshould aim to deliver magical brand experiences that transform their consumers into advocates*.The Brand Promise Deliver Delight framework helps identify the consumer journey - along thePath to Advocacy.This enables brand stakeholders to collaborate in the design & delivery of effective & consistent Brand Experience Strategy *Bain & Company analysis demonstrates that winning brands achieve the highest Net Promoter Scores in their category (a clear indicator of a brand’s level of consumer advocacy)

To succeeda brand has to deliver what it promises.

To achieve greater success a brand should

To wina brandshould aim to deliver

The Brand Promise Deliver Delight framework

This enables brand stakeholders to collaborate in the design

*Bain & Company analysis demonstrates that winning brands achieve the highest Net Promoter Scores in their category (a clear indicator of a brand’s level of consumer advocacy)

Promise ▪ Deliver ▪ DelightPromise - is what consumers are told by a brand, e.g. what will happen/how they will feel when they buy/use the brandDelivery - this is what actually happens when the consumer buys/uses the brand.(It is when the promise that the brand has made has to be delivered.)Delight - this is when the brand goes beyond what was expected.It can be the magical bit because when consumers are delighted they can become a powerful and positive brand advocate.

PromiseDelightDeliverThe Brand makes a Promise about what it will do for the consumer The Brand keeps the promise by Delivering it to theconsumerThe Brand Delights its consumers by exceeding their expectationsNoticeUseLoyalFanChooseAdvocateBuyPath to AdvocacyPromise Deliver Delight™ Framework and the Path to AdvocacyNotice is when a brand gets on the radar of a consumer; when they see/hear about it and consider whether it is right for them.Advocate is when a consumer proactively talk about the brand in a positive way to friends, families, etc.Choose is the process the consumer goes through when trying to decide what brand(s) make it to their short list – usually based on it’s ability to meet their functional and/or emotional needs.Loyal is what consumer is when they buy again..Use is when the consumer uses the brand; not just when they unpack and use it for the first time (second ‘moment of truth’), but every time it is used.A Fan is what a consumer becomes when they have been well treated and feel valued by a brand organisationBuy is when the consumer enters the store (on or of-line) and goes through the process of purchasing the brand – sometimes referred to as the first ‘moment of truth.’

Developing a StrategyGather all stakeholdersReview consumers current Path to Advocacy Consider:Levers (opportunities to exploit)Blocks (issues to fix)Agree levers and/or blocks to focus onDesign Brand Experiences that will WOW consumers

Andrew WeirBrandexperiencematters.blogspot.comAndrew.weir@zenithoptimedia.com