Creating the Optimal Brand Experience

How do you create an optimal brand experience? First, ask the following

questions:

• Will the experience impact all of the human senses: sight, hearing, smell, taste, and touch?
• How will the experience make people feel?
• Will people want to linger with your brand’s products and services?
• Will people want to use the brand often? Will they want to return frequently (for applicable product/service categories)? Will they look forward to using the brand’s products and services again?
• Does your brand reinforce something about who your customers are?
• Does your brand have a strong “point of view”? Does it stand for something? Is it clear what it cares about?
• Is your brand exciting, soothing, exhilarating, fun, comforting, relaxing, stimulating, centering, calming, rejuvenating?
• Will your brand conjure up images in your customers’ minds? Will it evoke memories?
• Will your brand have the power to take people to “a different place”?
• Can it put them “in a different state of mind”? Will it have the power to change their mood?
• Will your brand make people feel as though they belong to something important or good or newsworthy?

Excerpted from Brand Aid, second edition, available here.