4 Secrets To Building An Engaging Brand Experience

When you​ think of​ creating a​ new brand,​ it’s easy to​ think about advertising managers sitting around a​ conference room tossing around ideas with caffeine fueled creativity. However,​ often times,​ the​ most powerful branding comes from adding a​ little “fun” to​ your brand experience.

Driven by the​ Burger King mentality,​ today’s customers want to​ do business their way on​ their time. They want to​ make their own choices. as​ business people,​ it’s our job to​ make sure then when customers are ready to​ make their choice,​ our product or​ service is​ their top choice.

Below are five secrets to​ put some spark and imagination into your brand and create an​ unforgettable brand experience.

Secret #1: Tell Your Company’s Unique Brand Story

Television shows have long been a​ part of​ our culture. When viewers watch television shows,​ they see stories about characters that we relate to. Remember the​ Brady Bunch theme song? it​ tells the​ story of​ a​ lovely lady... well,​ you​ know how it​ goes.

Now imagine harnessing the​ power of​ storytelling for your business! By sharing your brand story,​ you​ create a​ powerful connection to​ your customers. They feel as​ though they know you. This brand story paints a​ colorful vignette of​ who you​ are,​ what vision you​ hold,​ and what experiences made you​ the​ company you​ are today. While your brand story might not be as​ catchy as​ the​ Brady Bunch tune,​ raving fans love to​ share stories of​ their favorite brands with others.

PartyLite is​ a​ direct sales company that has done a​ phenomenal job of​ weaving their brand story into their marketing message. Listen to​ the​ story of​ how this company got started.

“Mabel K. Baker,​ a​ young housewife,​ provided holiday candles for her friends. She hand-dipped candles from the​ wax of​ bayberry plants,​ which were plentiful on​ Cape Cod. From these humble beginnings,​ Colonial Candle of​ Cape Cod was established. in​ 1973,​ PartyLite was established to​ satisfy the​ desire people have for home beautification,​ along with the​ ever-increasing need for additional family income.”

Now can't you​ just imagine Mabel sitting outside and turning her gaze over to​ the​ bayberry plants in​ her backyard! Surely a​ light bulb went off in​ her head as​ she picked berries off the​ bush and harvested the​ wax to​ make gift candles for her dearest friends. a​ story like this makes you​ feel like when you​ get a​ PartyLite candle,​ that you​ are getting more than a​ factory made product. Rather,​ you​ are getting a​ lovely crafted handmade candle. Great story and great marketing!

What's your brand story? Do you​ have a​ wonderful story to​ tell about how your business was started? Was there a​ turning point in​ your company that shaped you​ into the​ organization you​ are today?

Secret #2: Make Your Brand a​ Household Name by Coining the​ Term

Why define your brand experience in​ terms we already use? Kleenex,​ Xerox,​ and Fed X are companies whose brand names have set the​ standards for their industry by becoming the​ coined terms to​ describe a​ tissue,​ making a​ copy,​ and overnight deliveries.

So how do you​ go about making your brand a​ household name?

Marla Cilley,​ aka “The FLY Lady” is​ an​ organizing super hero for moms across the​ county. She has turned her passion for tidiness into a​ nationally known brand.

How did she do it? By adding an​ ounce of​ fun with her own unique terms and philosophies. For example,​ the​ FLY Lady stands for Finally Loving Yourself.

Fans of​ the​ FLY Lady know that she lives by three rules.

1) Don’t sweat the​ small stuff
2) Laugh everyday. Even if​ it​ is​ at​ yourself.
3) Love like there is​ no tomorrow.

If you​ visit her website at​ FlyLady.net,​ you’ll notice that her brand is​ even reflected in​ some of​ the​ names of​ the​ navigation links: Why FLY,​ FLYing Lessons,​ FLY Zone,​ Time FLYs when,​ FLY FAQ,​ FLY Library,​ Join FlyLady Now,​ Ask FlyLady,​ and the​ FlyShop.

Secret #3: Add Your Unique Brand of​ Humor

Humor has the​ power to​ transform an​ ordinary product into a​ fun experience for the​ whole audience. Recently I saw a​ commercial for Red Stripe “The Great Jamaican Beer” that delivers an​ unforgettable quirky message.

The Jamaican spokesperson is​ dressed in​ a​ black tuxedo and says,​ “Red Stripe - the​ beer in​ the​ short stubby ugly bottle. if​ ugly people stand next to​ a​ Red Stripe they look beautiful.”

He speaks to​ a​ man who is​ sitting next to​ him,​ “You sir,​ would you​ say that you​ are ugly?
(Pause) you​ are VERY ugly!”

The man who is​ sitting down replies a​ little confused,​ “Well I don't know...”

The spokesperson hands him a​ beer and says,​ “Here hold this Red Stripe.”

The man says,​ “Okay.”

The spokesperson says,​ “Look,​ you​ are beautiful!” (Obviously implying that just by holding this beer this formerly “ugly” man is​ transformed into being beautiful.)

Spokesperson says enthusiastically,​ “Red Stripe,​ it's beer. Hooraaaayy Beer!”

The man cheers,​ "Hooray Beer."

The spokesperson adds at​ the​ end,​ "…says the​ beautiful man."

The point is,​ that although you​ may have never heard of​ Red Stripe beer before,​ this funny commercial really sticks in​ your mind. Even though we are not beer drinkers,​ this commercial is​ surely creating living room conversations in​ homes across the​ country.

That’s how a​ funny campaign can instantly turn a​ new or​ unknown product into a​ national phenomenon.

You should check out this very funny commercial online at​ their website here:
http://us.redstripebeer.com/media

Secret #4: Create your own Catch Phrases and Own Quotes

If you​ type the​ words “inspirational quotes” into Google,​ you​ will see that there are 1,​130,​000 listings. Quotes are hot! So why not tap into the​ power of​ quotes and catch phrases for your business?

Go back in​ your mind to​ the​ “Where’s the​ Beef” commercials from Wendy’s. That was a​ fun series of​ engaging commercials that had the​ whole country asking themselves,​ “Where’s the​ Beef?”.

And think about Donald Trump’s “Your Fired!” I’m sure that he had no idea that his show,​ “The Apprentice” would take off the​ way it​ did and become the​ “in thing.”

When you​ create a​ hot catch phrase or​ quote,​ you’ll find your words popping up on​ websites,​ in​ blogs,​ talked about in​ elevators,​ written on​ bathroom walls,​ and in​ the​ most unexpected placed.

Take a​ moment to​ step back and really look at​ your company’s brand. With a​ little imagination,​ you​ can transform buying your product or​ service into a​ fun,​ one-of-a-kind brand experience that your customers will never forget.
4 Secrets To Building An Engaging Brand Experience 4 Secrets To Building An Engaging Brand Experience Reviewed by Henda Yesti on August 27, 2018 Rating: 5

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