Brands on the other hand, are a different deal altogether! Strong brands create a premium, luxury feel around themselves, getting the market to pay more for them. There isn’t a highly scientific logical explanation for why some brands can demand more money despite offering lesser quantity of the product. It is important to promote your business as a brandable experience to ensure that customers receive a compelling and clear message about your offers.
Still not convinced?
Why Is It Important To Create a Brandable Experience Concept
How is it that Starbucks can get away with selling $4 cups of coffee, when there’s plenty of good coffee available for a lot less all over the town?
A brandable experience for your customers means that they will enjoy and remember dealing with you, your products and your organization on the whole. So the concept fits right in with effective internet marketing.
To create a brandable experience, it is important that you provide uniformity across all the elements of your business. Your customer should come to depend upon your products and services and trust that they will get the same quality every time they order from you. This includes using proper stimuli to ensure that all the customer’s senses are included in the brandable experience. To ensure this, use all the tools employed by sophisticated branding gurus. These include:
- Music, jingles or any sounds that the audience can relate to your brand
- Smells or the definition of smells, including bread, grilled food, or new cars
- Spicy, sweet or salty i.e. tastes that are representative of your products
- Anything that can uniquely define your product and affect your prospective customers feelings and emotions in a good way.
Make It Work For You
Starbucks has created an experience that provides luxury, warmth, comfort and a sense of community. The environment is cool and hip, and together all these things are worth the $4 cup of coffee that they sell!
So think about ways you can provide your customers with a brandable experience i.e. something that only your company provides instead of your competitors. Make sure that your customers get to experience some powerful moments when buying from you. They will love it and tell everyone what they love about you.
And that is the ultimate aim of small business marketing.