The document outlines 10 essential tips for creating a profitable brand experience, focusing on attention, emotional connection, and sustained conversations with customers and employees. Key aspects include measuring brand effectiveness, ensuring brand differentiation, evaluating brand risk, and the impact of leadership on brand culture. Overall, successful brand experiences hinge on clear communication and engagement across multiple channels to foster emotional connections and accountability.

1. 10 Tips
How To Create A
Profitable
Brand Experience
&
Grow Financial ValueAintro ducto ry g uide
Joy Abdullah
Marketing Director– Benefit Point
A Publication of

2. Tableof Contents
Creating a Profitable Brand Experience
Tip #1:How to Seize Attention
Tip #2: Describing the Brand Experience
Tip #3: Brand Differentiation & Brand Culture
Tip #4: Conversations of a Brand
Tip #5: Deepen the Reach of the Brand
Experience
Tip #6: Building Financial Value Through The
Employee Conversation
Tip #7: Building Financial Value Through The
Customer Conversation
Tip #8: Impact of Leadership on Brand
Experience
Tip #9:Evaluate Brand Risk
Tip #10:Brand Experience is Dependent on
Conversations
Come #HaveAConversation

3. Creating a Profitable
Brand Experience
Creating a engaging, endearing and relevant brand
experience is a bit like cooking your favourite culinary dish.
There is a list of ingredients which need to be measured
carefully and prepared so that the result is a mind-blowing
dish.
It’s exactly the same in creating a brand experience that
creates financial value. The various elements need to be
measured and prepared carefully so that the required
perception is created in the target person’s mind.
There are 10 critical elements that go into developing such
an effective brand experience. This e-book provides an
overview of these 10 elements as tips.
Intro ductio n

4. TIP #1
HOWTO
SEIZEATTENTION
1

5. “The trick is to remember that your
customers and employees are HUMAN
like you! Overloaded with information
Joy Abdullah
“

6. How To Seize Attention
 A Microsoft Canada study in 2015 established that
humans have an attention span of only 8 seconds!
 And we all have information overload!
 So we are very selective of the message and content
we spend time on.
The trick is to remember that your customers and
employees are HUMAN like you! They’re overloaded
with information.
In creating brand content bring out clarity and crispness
of the benefit the brand offers.
Answer the ‘WIIFM’—What’s In It For Me—in crafting the
brand promise.
And please customise the message content to suit each
communication channel! Do not put a newspaper ad
with fine print, in 8pt font size, out on a Out-Of-Home-
digital board on the sidewalk!

7. TIP #2
DESCRIBINGTHE
BRANDEXPERIENCE
2

8. “
In creating an engaging and endearing
brand experience various elements need
to be measured and prepared carefully
so that a desired perception is created.
Joy Abdullah
“

9. Describing the
Brand Experience
In creating the brand experience a significant amount of
discussion, on the perceived emotions the brand is to
deliver or is attempting to deliver, is required in order to
clearly identify what exactly is the brand promise.
The outcome of the brand promise is the experience
created.
This experience is then mapped, across various
touchpoints that the customer uses, for the delivery or
execution of the experience.
In describing the brand experience it helps to:
1.Write it out to have clarity!
2.Put specific measurement metrics to it! After all what gets
measured gets done.

10. TIP #3
BRAND
DIFFERENTIATION &
BRANDCULTURE
3

11. “ A relevant and scalable
differentiation occurs by having a
very strong emotional connect.
Joy Abdullah
“

12. Creating Brand Differentiation &
Seeding the Brand Culture
Differentiation is a critical element in brand identity.
A relevant and scalable differentiation occurs by having a
very strong emotional connect.
Building a strong emotional connection takes
relevancy, time, patience and perseverance.
Creating brand relevancy is the first stepping stone. Brands
often use feature specific differentiators. These do not give
long-term advantage as they are easily copied or are seen
to be similar to the competition.
A strong differentiation is created by creating a
specific perception about the brand. Perceptions are
usually emotionally driven and in creating perception
brands must relevantly engage with the customer
continuously in an ongoing conversation. This involves
having key content across various communication
channels each adding value in identified ways.
With increasing engagement brand culture is exposed.
This adds to relevancy.
Higher the relevancy, higher the brand differentiation.

13. TIP #4
CONVERSATIONSOF
ABRAND
4

14. “Conversations are always
happening-- in person, online &
offline. Each of these conversations
can provide sustainable value.
Joy Abdullah
“

15. The Conversations
A Brand Has
Conversations are always happening. Whether in person,
online or offline. Each of these conversations can, if
managed well, provide sustainable value.
Three key conversations of a brand:
1.With Customers: Whilst we may think this is the most
important conversation, priority-wise its number two.
2. With Employees: This is THE MOST IMPORTANT
conversation. This conversation impacts engagement,
advocacy & brand culture.
3. With Business Partners: This conversation ensures
there is alignment of brand values, between the two,
which is based on delighting the customer.
In each of these content and the communication channel
plays a important role in having tactical options ready.

16. TIP #5
DEEPEN THEREACH
OFTHE
BRANDEXPERIENCE
5

17. “
Availability, Affordability,
Credibility & Explorations are 4
ways to deepen the reach
Joy Abdullah
“

18. Deepen the Reach
of the Brand Experience
There are four areas to look at when exploring how to
deepen the reach of the brand experience:
1.Easy availability: This covers distribution both online
and offline.
2. Affordability: This is the pricing of the brand.
3. Ensuring credibility of the experience created:
Through the employee advocacy conversations and
communications.
4. Exploring opportunities to create brand extensions:
This is planning for strategic financial growth.
If you have followed the tips thus far you would have
enabled the communication support your brand needs to
be ready for marketing.

19. TIP #6
BUILDINGFINANCIAL
VALUETHROUGHTHE
EMPLOYEE
CONVERSATION
6

20. “A transparent and safe
conversation with employees
creates accountability &
responsibility.
Joy Abdullah
“

21. Building Financial Value
Through The
EmployeeConversation
The conversation with the employees is the most
important one.
This conversation needs to be on:
1.The organizational purpose and mission
2. The alignment of the purpose and mission into the
brand promise.
3. How individual roles and job functions impact on the
delivery of the brand promise.
Such a conversation creates accountability and
responsibility, on employees, to take ownership in
advocating for the brand.
Note: This is not a one-off annual conversation. It’s an on-
going one through-out the year that impacts the brand
experience at all points in time in the year.

22. TIP #7
7
BUILDINGFINANCIAL
VALUETHROUGHTHE
CUSTOMER
CONVERSATION

23. “
Social listening and data
analysis are key in having great
customer conversations.
Joy Abdullah
“

24. Building Financial Value
Through The
CustomerConversation
This is the second most important conversation in
creating financial value through brand experience.
In this conversation the key is listening in order to
understand the competitive choices a customer has.
How do we learn about the choices a customer has?
Social listening & data analysis
Social listening comes from investing in a good social team
that helps listen, understand and create key interactions
with the customers online.
From those interactions looking through the data and
finding the right insights to aid in strengthening the
brand engagement.
Note: The customer conversation is an on-going one
through the year and is not a on-off activity. It requires
strategic overview and management to identify key insights
and points-of-entry for the brand.

25. TIP #8
IMPACTOFLEADERSHIP
ON BRANDEXPERIENCE
8

26. “
The leader’s vision,
communication and behavior
sets the culture.
Joy Abdullah
“

27. Impact of Leadership on
Brand Experience
Let me explain this by using the analogy of a family.
The head of a family, in association with other adult
members in the family, sets behaviour norms by being the
role model for children. Children emulate the behaviour of
their role models as they see it happening in the house.
This behaviour also impacts on other adults in the way they
interact.
So, if the head of the family behaves with empathy,
authenticity and shows trust both adults and children will
show this in their behaviour in the house and outside.
Exactly in the same way, in a business set-up the
leader’s vision. communication & behaviour sets
the culture.
Culture affects employees and their advocacy of the brand
which in turn impacts the brand experience customers
perceive.

28. TIP #9
EVALUATEBRANDRISK
9

29. “
Anything that threatens the
sustainability of the company’s
current and future brand
demand.
Joy Abdullah
“

30. Evaluate Brand Risk
What is brand risk?
Traditional risk management does not provide a definition
of brand risk. It’s taken as an output of other identified risk
areas.
Brand risk can be defined as threats to the brand equity
and to the brand differentiator. Anything that threatens:
1. sustainability of the company's current and future
brand demand
2. the company’s commercial freedom
Internally brand risk can arise from:
1. Poor manufacturing and/or service quality.
2. Poor engagement and comprehension of brand purpose
by employees.
3. Poor stakeholder engagement and customer service.
Externally brand risk can be from:
1.Changing customer behaviour that leads to drop in sales
or boycott of the brand.
2.Retail space capturing tactics by competition by buying
out the stocks or damaging it. In the virtual world, crashing
the retail site or hacking it.
3.Regulatory changes brings legal opposition to the brand
in doing business within a region or market segment.

31. TIP #10
BRANDEXPERIENCE
ISDEPENDENTON
CONVERSATIONS
10

32. “
The entire brand experience is
contingent on conversations—
internally and externally.
Joy Abdullah
“

33. Brand Experience
Is Dependent
On Conversations
Brand experience is contingent on one very important
thing. That is Communication or, as I say,
Conversations!
Without conversations there is no interaction and therefore,
no stimuli for experience to be created.
But when we talk we have conversations! And we all love
talking! By harnessing and guiding the talking, at
workplaces, it's possible to create the required
conversations.
These conversations empower, create accountability &
responsibility that leads to employee & customer
engagement. Without conversations the personalization
and the emotional connect does not happen.
And without the emotional connection, strategically, it's
impossible for any business to survive, the onslaught
of change, in the long-run.

34. To get your brand experience
create profits for you.
Let’s
#HaveAConversation
Book me at :
www. calendly.com/joyabdullah