Friday, April 28, 2017

What Builds Brands Today

A few decades ago, brands were primarily built through compelling television, radio and magazine advertising. More recently, brands have been built through an almost uncountable number of media and channels. However, the real builder of brands today is the brand experience itself. Whether it is's quick, easy and cost-effective way of finding retail goods or the experience of being pampered at a Mandarin Oriental Hotel, it is all about the experience. On the flip side of brand experience are examples such as Chipote Mexican Grill's outbreak of E. coli and, more recently, United Airline's unique approach to customer "re-accommodation."

So, what are some of the elements of great customer experience? Here is my list:

  • Authenticity
  • Accessibility
  • Approachability
  • Quick response
  • Reliability
  • Friendliness
  • Honesty
  • Integrity
  • Innovation
  • Uniqueness
  • Listening skills
  • Customization
  • Empathy
  • Expertise
  • Competence
  • Beauty and aesthetics
  • Pleasant sensory experiences (visual, auditory, olfactory, gustatory and tactile)
  • Rarity and exclusivity
  • Familiarity
  • Shared values
  • Humility
  • Civility
  • Sincere apologies
  • Humor
  • Optimism
  • Story telling
  • Comfort
  • Luxury
  • Safety
  • A sense of well being

Which of these does your brand deliver well? Which of these does your brand deliver consistently? Which of these is your brand known for? Which of these differentiates your brand from its competitors?

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