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?
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