BRAND BYTES Creating Memorable Brand Experiences

By Suzanne Tulien,

In a study by the Global Institute for Inspiration in the Most Inspiring Companies report – personal experience with a brand is noted as the most powerful way to move your customers to buy more, be more loyal, and become an advocate by sharing their experience with a friend.

If you think about it, we all sell to human beings, and human beings are multi-sensory machines. If we as entrepreneurs are not leveraging how our brand is experienced through creative multi-sensory environments, then we are truly leaving opportunities on the table to engage our customers. Martin Lindstrom – author of “Brand Sense” and advisor to Burger King, Lowe’s, Google, and Pepsi – says that the “more sensory memories activated with our customers, the great- job is to define what attributes that car evokes for you and begin to think about how to make those attributes tangible through your own actions and behaviors in every aspect of your business.

Let the creativity and distinction begin! Apply these attributes to your customer service experience, your hiring processes, your culture management, operations, and more.

Wow! Now that’ll shift you into the right side of your brain, won’t it? Digest that for a minute. My clients do it all the time and benefit from the clarity this fun exercise brings to the table. It helps them create amazing memorable customer experiences that build trust and advocacy.

I will leave you with this thought-provoking quote from the book “The Experience Economy” by Joseph Pine and James Gilmore: “In the lack of a distinctive brand experience, price becomes the default in your customers’ purchase decision.” er the bond they will have with the brand.” So that begs the question: what sense or senses can you capitalize on with your brand? The answer is in your unique Brand DNA!

Well, that is my Brand Byte for this time – hope you didn’t get too full! For more information on building your brand experience or a brand assessment breakthrough session with me. And remember, your brand is your business!

Here is another sensory-provoking question: were a genre of music, what genre would it be and why? This quick sensory audit should force you to think about your brand style. If the answer was classic rock, then your definition of that specific feeling that classic rock evokes for you should be represent ed in how you show up as a brand in everything you do. Think about how that could show up to create distinction and, for the target audience, competitive advantage!

I could just as easily ask: if your brand were represented by a make and model of a car, what would it be and why? If the answer is a Mercedes SL Roadster, then your