Brands deliver functionality, information and entertainment. Brands often also include a service element. The service element treats customers with respect and deference. It caters to their needs and desires and makes them feel special. Brands might also stand for something important to their customers. In this way, they are able to create a community of people who share the same values. Further, brands can serve as a “badge” for people who share those values. The brand experience itself might be soothing, relaxing, reassuring, affirming, surprising, exciting, titillating, thought-provoking, educational, refreshing, rejuvenating, uplifting or just plain fun. Brands should connect with people’s heads and especially with their hearts.
Remember, brands are more than the products that bear their identities. They represent the complete experience customers receive when interacting with the brand and its products and services. What experience does your brand create for its customers? What problems does it solve for them? Does it illuminate them or make them see the world in a different way? How does it make them feel?