50. Brand Experience
What is Brand Experience and how to create one for your business
This is Amanda’s story, as told in her own words:
“I had the opportunity during lockdown to have a go at a skill I learnt around 20 years ago, but hadn’t tried out since - reupholstery.
I found my tools lurking in a cupboard and began stripping down a grubby old sofa (which was in the garage destined for landfill).
As I plucked out hundreds of tacks, years of family life revealed themselves to me - the small bits and pieces that had slipped inside the frame. Then came the satisfaction of replacing the old with fresh and bringing back to life something destined for the tip. I was hooked!!
As a passionate amateur, I was nervous to take on clients' treasured pieces, but I stuck with the principles of taking care and giving attention to detail. This is how I met Blanca, after working on a gorgeous vintage chair of hers she suggested I have some professional photographs done.
I was truly blown away by the results.
Having the photos taken by Blanca was so much fun! Her open, friendly personality is so relaxing.
But more importantly she wasn’t afraid to take control - she tidied my unruly hair and moved my arm into a position that was more flattering.
And the finished results...
When I saw the photos my first emotion was a huge swell of confidence. I was looking at a person who - tools in hand - was ready to take on the next chair. Ready to save another item of furniture from the tip.
Excited to bring fresh new looks to functional pieces. All that emotion was captured by Blanca; just the right expression caught at just the right time as she looked through her camera lens.
I shall use the pictures not only to help promote my work - but perhaps more importantly to remind me of what I have done and can do.
Blanca takes care, she gives 100% attention to detail, she gives time, energy and love for her art.
In each photograph she takes there is a piece of herself - because without that, the magic she creates wouldn’t exist.
Thank you Blanca!”
To Blanca Melendez - my 5 star review - Amanda C.
Needless to say, I was blown away with this review, because it captured exactly how I want my clients to feel when they work with me: empowered, inspired to follow their passion and that their images reflect them authentically. This is my BRAND EXPERIENCE
But what is BRAND EXPERIENCE?
“Brand experience is the sum of all the sensations, thoughts, feelings, and reactions that individuals have in response to a brand. Brand experience is (...) rather, it’s the result — or the lasting impression — that remains after someone encounters or engages with a brand in any environment. source”
Brand Experience is important for your business, because:
It helps create a deeper connection with your business and what it has to offer.
It helps you differentiate your product or service from others, people are often willing to pay more for other parts of the experience of doing business with you that go beyond the actual product or service.
It definitely creates added value for your business, yes, an intangible asset, yet one that often tips the scale in your customer’s eyes toward buying from you vs. someone else.
How to Intentionally Manage your BRAND EXPERIENCE?
Think about all the touchpoints along the customer journey where they have a chance to get in contact with your brand.
If you want a quick refresher on the Customer Purchasing Journey and touchpoints check this article here
Think about ways in which you can make each of those touchpoints special for your customer.
How can you make it easier for them to understand what you do? Is the description of your Social Media Profiles clear enough? How about the introduction in your webpage?
How can they receive value from you even before they work with you? Are you sharing content that gives them quick wins and positions you as an authority in your area of expertise?
How can you make it easy for them to get in touch with you. Is your contact information updated and easily available in your social media accounts, google and website? Do you have a contact me button wherever available?
How are you handling customer service? Is it yourself or do you have a team that helps you? Do they understand your business core values? Do they understand how to handle questions, objections and complaints the same way you would in a consistent way?
Is your Brand Experience consistent? Can clients expect the same kind of products and service over and over again? Is your Branding also consistent and recognizable?
Do you have a policy on how to handle complaints? Handle complaints directly with honesty and compassion. Was it your fault? Admit and offer a solution. Are you not at fault? Take the time to explain and document, is there a chance from your side to offer a solution or alternative even though it was not your fault? You will have a customer for life.
How easy is the purchasing process (learning about the benefits of your product/service, pricing, ordering)
How fast & uncomplicated is your delivery?
What is the relationship after the sale? Do you follow up? Are they in your mailing list? Do they get updates?
Ask yourself ONE question:
How can I serve my customer in such a way that the EXPERIENCE is memorable in the best possible way?
Check the article on the Customer Purchasing Journey right here:
Hi! I’m Blanca!
I’m a Brand Photographer and Personal Branding Coach, helping female entrepreneurs to create a Personal Brand online that STANDS OUT.
I bring your vision to life, help you come up with one and take you by the hand into the online World if you need me to.