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October 2015
Creating a
Memorable
Brand
Experience
© XPotential 2015
A brand experience is a brand's action perceived by a person. Every
interaction between an individual an...
© XPotential 20153
Creating memorable brand experiences can set great brands apart
from average and even good brands.
© XPotential 2015
Then and Now
Nowadays, what most brands are aiming
for is a continuous engagement with their
audiences. ...
© XPotential 2015
Creating a Memorable Brand Experience
Brands become memorable because they have a number of elements put...
© XPotential 2015
1. Know Your Customer
To create a memorable experience for your customers you must know
who they are
6
•...
© XPotential 2015
What Brands
Think
vs
What
Customers
Say
7 Source: eConsultancy
© XPotential 2015
2. Keep it Sweet and Simple
8
Don’t over complicate the experience
Focus on creating simple moments of p...
© XPotential 2015
Micro Moments of Happiness
Bring a brand to life in a way which a customer is exposed to an unexpected
m...
© XPotential 2015
3. Start with the Heart
10
Find what matters to them and
connect with it in a real,
compelling and relev...
© XPotential 2015
“You can’t sell anything, if you can’t tell anything.”
GE CMO, Beth Comstock
Tell a Story that Inspires ...
© XPotential 2015
4. Walk through a day, week or month
in the life of your customer experiencing
your brand
• Think about ...
© XPotential 2015
Identify Your Customer’s Touch Points
• Make sure each
touchpoint leads to a
good customer
experience
• ...
© XPotential 2015
5. Humanize it
“Human brands do not speak to their audiences like a dollar bill or credit card.
They spe...
© XPotential 2015
Being Human
• Have an ‘about us’ page that is appealing
• Stop all the business babble
• Inject a sense ...
© XPotential 2015
6. Empower and Engage Employees
Your employees are your brand
16
• Every contact your customer
has with ...
© XPotential 2015
Turn your Employees into Social
Brand Advocates
• Educate
o Make sure employees understand what your
bra...
© XPotential 2015
7. Keep Your Word
18
Don’t over promise and under deliver.
Earn and establish trust at every brand point.
© XPotential 2015
Trust Builds Brand Loyalty
19
Trust influences customers to make a commitment to your brand
and keep com...
© XPotential 2015
10. Listen
• Smart brands listen
• Listen to what your
customers and community
are talking about.
• Leve...
© XPotential 2015
Embrace Customer Reviews
• Best Buy listens to its customers by focusing on its customer reviews.
• In 2...
© XPotential 2015
Here’s How Starbucks Continues to
Create a Memorable Brand Experience
In October 2015 Starbucks launched...
© XPotential 2015
Create a Memorable Brand Experience
• Blend online and offline experiences in
a seamless way
• Listen to...
XPotential (UK)
4/5 Market Square,
Marlow, Buckinghamshire,
SL7 3HH, United Kingdom
Tel: +44 (0) 1628 485 847
info@xpotent...
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Creating a memorable brand experience

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In this peer-review decision making generation, creating memorable customer experience is crucial. The experience you deliver to your customers cannot be just ‘good’. Good is no longer enough to retain customers but it has to be memorable!
It has to be so fantastic that your customers want to tell their friends and family (or even strangers in online community) and invite them to try your products or services.

Maya Angelou, an American author, poet, dancer, actress, and singer once said “I’ve learned that people will forget what you said, people will forget what you did but people will never forget how you made them feel.”

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Creating a memorable brand experience

  1. 1. October 2015 Creating a Memorable Brand Experience
  2. 2. © XPotential 2015 A brand experience is a brand's action perceived by a person. Every interaction between an individual and a tangible or intangible brand artefact can be seen as a brand experience. 2 Source: www.brandexperience.info/definitions/
  3. 3. © XPotential 20153 Creating memorable brand experiences can set great brands apart from average and even good brands.
  4. 4. © XPotential 2015 Then and Now Nowadays, what most brands are aiming for is a continuous engagement with their audiences. What they’ve realised is how important brand loyalty is to the growth of their businesses - especially in an age when the internet and social media have influenced the acceleration of the ‘full brand experience’ approach. 4 Not so long ago, the approach many brands took could be summed up like this: sell and forget. You sold your product or service, the customer went away and the contact between you was complete - until the next transaction. Source: www.designcouncil.org.uk
  5. 5. © XPotential 2015 Creating a Memorable Brand Experience Brands become memorable because they have a number of elements put together: 1. Know your customer 2. Keep it sweet and simple 3. Start with the heart 4. Walk through a day, week or month in the life of your customer experiencing your brand 5. Humanize it 6. Empower and engage your employees 7. Keep your word 8. Listen 5 Source: www.pammarketingnut.com
  6. 6. © XPotential 2015 1. Know Your Customer To create a memorable experience for your customers you must know who they are 6 • What matters to them? • What makes them happy? • What problems do they have and how can you help solve them?
  7. 7. © XPotential 2015 What Brands Think vs What Customers Say 7 Source: eConsultancy
  8. 8. © XPotential 2015 2. Keep it Sweet and Simple 8 Don’t over complicate the experience Focus on creating simple moments of pleasure that are easy remember
  9. 9. © XPotential 2015 Micro Moments of Happiness Bring a brand to life in a way which a customer is exposed to an unexpected memorable moment of joy, that really stands out among the noise in their busy day. 9 Free ice cream when temperatures soar The heat reactive McDonald's Ad gave 100 customers a free McFlurry when temperatures hit 101 beating the previous record KitKat Take a Seat To celebrate the launch of the new #AndroidKitKat, KitKat gave people the chance to win a Nexus 7 tablet – by simply having a break
  10. 10. © XPotential 2015 3. Start with the Heart 10 Find what matters to them and connect with it in a real, compelling and relevant way. Create experiences that connect emotionally
  11. 11. © XPotential 2015 “You can’t sell anything, if you can’t tell anything.” GE CMO, Beth Comstock Tell a Story that Inspires an Emotional Connection Every brand has stories to tell — from what it means to employees to work for your company, to the amazing things that can happen when opportunity knocks, to everyday moments of delight felt by people you touch. 11 GE tells their innovation story through the eyes of a young child. The goal, according to GE Global Creative Director Andrew Goldberg, “was to capture the imagination of the child and also of the viewer in talking about the company’s roots.” Source: http:marketing.linkedin.com/blog/5-proven- ways-for-brands-to-connect-emotionally/
  12. 12. © XPotential 2015 4. Walk through a day, week or month in the life of your customer experiencing your brand • Think about how the experience works for them • Examine every touch point they have with your brand and the people in it. • How can you make it better? • There is no single online and separate offline experience. Each experience matters and the brand should be consistent both offline and online. 12
  13. 13. © XPotential 2015 Identify Your Customer’s Touch Points • Make sure each touchpoint leads to a good customer experience • The journey as a whole should deliver on customers’ expectations • Every touchpoint plays a role in reinforcing the brand’s positioning and overall perception. 13 Source: www.grahamdbrown.com
  14. 14. © XPotential 2015 5. Humanize it “Human brands do not speak to their audiences like a dollar bill or credit card. They speak human. They engage like humans.” Pam Moore 14 Don’t tweet the same tweets 24/7, 365 days of the year. Engage in real-time. Share and create experiences in real-time.
  15. 15. © XPotential 2015 Being Human • Have an ‘about us’ page that is appealing • Stop all the business babble • Inject a sense of humour into your content • Publish pictures of your team being themselves • Introduce the team • Sign your social updates • Have conversations with fans, followers and commenters • Encourage employees to be social • Admit your mistakes • Sign off emails with ‘your’ name 15
  16. 16. © XPotential 2015 6. Empower and Engage Employees Your employees are your brand 16 • Every contact your customer has with your employees is a brand touch. • Empower and inspire them to be your greatest brand advocates.
  17. 17. © XPotential 2015 Turn your Employees into Social Brand Advocates • Educate o Make sure employees understand what your brand stands for, its values and its position in the market. • Publish interesting content o If your business has something interesting to say, your employees are more likely to share it o Encourage your employees to create their own content • Trust your employees to respect your brand o A brand’s employees make the company more human 17 • Create the right culture o If your employees enjoy coming to work every day and believe in your brand, then they are more likely to care about its success Source: www.theframeworks.com
  18. 18. © XPotential 2015 7. Keep Your Word 18 Don’t over promise and under deliver. Earn and establish trust at every brand point.
  19. 19. © XPotential 2015 Trust Builds Brand Loyalty 19 Trust influences customers to make a commitment to your brand and keep coming back for more Naked Wines • Builds credibility by providing a platform to talk directly to the wine-makers. They have a superb tone of voice and a customer relationship management (CRM) system that always delivers on the promised date. The Naked Wines loyalty program rewards “angels” (loyal investors) by discounting wine, announcing new wines to them first and holding personalised regional pop-up tastings. - Annual group sales were up 67% in 2014. Source: www.theguardian.com
  20. 20. © XPotential 2015 10. Listen • Smart brands listen • Listen to what your customers and community are talking about. • Leverage social listening tools and develop a strategy with specific tactics to take the data and insights from your social networks 20
  21. 21. © XPotential 2015 Embrace Customer Reviews • Best Buy listens to its customers by focusing on its customer reviews. • In 2014 the retailer began to share feedback with vendors and takes a range of actions based on web reviews. • To encourage customers to leave a review Best Buy rewards customers with special points to use toward future purchases. 21 When companies listen to their customers, collaborate with them and innovate together, they thrive…
  22. 22. © XPotential 2015 Here’s How Starbucks Continues to Create a Memorable Brand Experience In October 2015 Starbucks launched its ‘Mobile Order & Pay’ feature in the UK, allowing customers to pre-order their beverage and save on queuing time. 22 • Brings together loyalty, mobile payment and ordering ahead in one ecosystem • Extending the relationship with its customers and improving the overall customer experience • US customer feedback showed the app typically saves customers between 10 and 15 minutes in their day. • Takes away the pain points of a typical retail experience, like queuing and taking payment. • Allows baristas to get to know their customers and build a relationship. “As people start to converse with their social networks and on their phones, it made sense for us to extend into that space” Ian Cranna, Starbucks VP of marketing and category EMEA * * across 150 London stores
  23. 23. © XPotential 2015 Create a Memorable Brand Experience • Blend online and offline experiences in a seamless way • Listen to what your customers want and create relevant communications • Embrace the fun factor and create micro moments of happiness • Identify every customer touch point and make it count • Don’t be a corporate robot - add personality to conversations with your customers • Don’t forget your employees! Empower them to love your brand 23
  24. 24. XPotential (UK) 4/5 Market Square, Marlow, Buckinghamshire, SL7 3HH, United Kingdom Tel: +44 (0) 1628 485 847 info@xpotential.co.uk XPotential (Brazil) AV. Divino Salvador, 716 Moema – São Paulo – SP CEP – 04078 – 012 Tel: +55 (0) 11 5051 9194 info@xpotential.co.br XPotential (Thailand) Q.House Lumpini, Level 27, 1 South Sathorn Road, Tungmahamek Bangkok 10120, Thailand Tel: +66 (0) 2610 3706 info@xpotential.co.th XPotential ANZ P.O Box 237, Hampton, Melbourne, Victoria 3188, Australia Tel: +61 (0) 404 098 892 enquiries@xpotentialanz.com © XPotential 2015

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