Develop a Brandable Experience Concept

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This lesson is about developing a brandable experience concept for your business that communicates what your business offers in a clear, concise format.Master Class 1 Module 4 Lesson 1

ARE YOU SENDING MIXED MESSAGES?

Do you send clear signals about who you are as a company?

• Or are you sending mixed messages?

If you asked customers what one thing they remember about you-what would that be?

• Is that what you intended to be known for?

BUILD AN EXPERIENCE

A brandable experience concept is important because it is the foundation of building a customer perception about “what’s in it for them” when they do business with you.

EVEN THE DUCK GOT IT WRONG

Consider this: Even the big boys can get this wrong.

• For years, AFLAC has been known for the cute duck commercials-the primary benefit for many of us was the entertainment value.

In fact, many people didn’t really know what AFLAC offered, but we all liked the commercials and the trademark duck.

DUCKS NEED INSURANCE TOO

Recently the company has revisited ways to make their messaging clearer.

The duck had an accident.

The new commercials all incorporate the duck going through hospitalization, and rehab-all while his bills are paid…thanks to AFLAC.

They have taken an existing brand and revised it to be clearer about the benefits they offer such as financial security if you are hurt or sick.

OVERVIEW

In this lesson, we will take you step-by-step through developing a brandable experience concept for your business so potential customers will receive a compelling and clear message about what you offer.

BUILD ON PAST LESSONS

You will take the pieces you’ve developed over the last weeks and distill them down into a brandable experience concept.

THIS LESSON’S OBJECTIVES

Over the course of this lesson, you’ll:

  • Reevaluate your unique selling proposition
  • Refresh your perfect customer description
  • Review the benefits and solutions that your products or services offer
  • And create a single branding message for your company.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.

WHAT IS A BRANDABLE EXPERIENCE?

What is a brandable experience concept?

  • A brandable experience concept is simply a reminder to your customers of a consistently memorable experience.

It provides uniformity across many elements of your business, so your customers discover stability in your message.

REACH ALL THE SENSES

It brings in many of the senses including both text and visual elements.

More sophisticated branding incorporates:

  • Audio-such as music, jingles or voices
  • Smells-such as fresh-baked bread, grilled food, or new cars
  • And tastes-such as spicy, sweet or salty

Here’s an example.

EXAMPLE: CHIPOTLE MEXICAN GRILL

You’re probably familiar with Chipotle Mexican Grill restaurants.

  • They created a brand around “food with integrity.”

They didn’t plan to be the cheapest food on the block, but they did plan to be the best in their industry.

Their branding incorporates text and visual elements, such as food images and stories of how the food they use in their restaurants is raised.

  • Their branding is supported with smells and tastes.

As result, Chipotle has differentiated themselves from the standard fast food fare and seen exponential growth over the last years.

EXAMPLE: GRIMM BROTHERS BREWERY

Here’s another example:

Grimm Brothers Brewery is a premier craft brewer in northern Colorado founded in 2010.

  • They create “award-winning craft beers brewed in the traditional manner, but with American freedom.”

They are known for both great beer and great artwork.

Their brews are based on different characters from the Grimm Brothers’ fairy tales.

  • Their branding of “Fabled Fermentation” is used consistently in their stories and artwork.

As a result, customers depend on a consistently memorable experience with each new creation of this company.

STAND UP, STAND OUT

Customers are looking for companies that stand out.

  • As a small business, you have that opportunity to differentiate yourself from the big, faceless national and international companies.

The key to remember is that the best brands communicate that they deliver a great value to their perfect customers.

WHO DO YOU TRUST?

To get some more ideas about what a brandable experience concept looks like, let’s look at some of the most trusted brands, according to Entrepreneur magazine.

In these examples, we’ll look at branding based on things that create memorable experiences such as:

• Attentiveness

• Recognition

• Personalization

• Consideration

• Appreciation

• And delight

EXAMPLE: FEDEX VS. NIKE

The first brand is FedEx.

  • FedEx has built its brand on living up to its promises with attention to details.
  • They have designed their brand to engender trust in people who ship their packages with FedEx.

Next, Nike has built its brand around bringing recognition, inspiration and innovation to every athlete in the world.

  • They have built this identification with champions into their brand in a masterful way.
EXAMPLE: AMAZON VS. SOUTHWEST AIRLINES

Then there is Amazon.

  • Their brand is built around getting personal with the buyer’s preferences.
  • They use technology to track and anticipate what the customers will receive value from.

Next, Southwest Airlines has decided to brand not just on being a low-cost airline, but also on being the quirky one-that’s more fun than the rest.

  • They pride themselves on providing a higher level of consideration for air-travelers.
EXAMPLE: NORDSTROM’S VS. COCA-COLA

Nordstrom’s has built its brand on a focus on customer appreciation and care.

  • Sales associates at the store often send hand-written notes to customers.
  • They are consistently rated for exceptional customer service

Finally, Coca-Cola built its brand around bringing happiness.

  • Their commercials are designed to inspire delight in customers.
HAVE A CLEAR MESSAGE

You probably don’t have millions of dollars to spend on a branding effort for words like Nike and Coca-Cola.

  • But you can still apply these concepts to building a brandable experience for your business.

Having a clear message as well as combining elements of easily recognizable text and visual cues will help you come up with a professional branding experience that is also affordable

TIME TO GET REAL!

Now, it’s your turn.

Go to this week’s practice guide and update your:

• Unique selling proposition

• Perfect customer description

• And benefits and solutions that your products or services offer

Are there any changes that you need to make to these now that you have learned more about creating a brandable experience concept?

WHAT’S YOUR MEMORABLE EXPERIENCE?

Are you cool and fun like Apple?

Could you brand around building connections between people, like Starbucks?

How about creating a particular experience that their perfect customers are looking for-like a Target?

Or perhaps just communicate that your company is dependable and stands the test of time, like Ford?

WHAT WORDS DESCRIBE YOUR BRAND?

Now develop 3-4 brandable experience concepts that describe your business.

  • Look for words that best describe what value your products and services offer potential customers.

WHAT INSPIRES PEOPLE?

Think about what customers love about you.

  • What is your value proposition?
  • What would inspire your audience?
  • What gets your audience fired up on social media?
  • What would elevate and separate your company from the competition?
  • And what text and visuals create the message you want customers to remember about you?

Now select a single branding message for your company.

NEXT LESSON

Once you’ve picked a brandable experience concept, let’s move on to establish a supporting domain.

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