Get Experienced
Take a good, close look at your brand. Does it provide outstanding quality? Does it satisfy your customers? If so, like everyone else, you just might make it. Maybe. But really successful brands, brands that stand out and strike a nerve, do much more. They provide an experience that transforms the customer, creating a deeper need and a lasting bond.
What Do You Sell?
Yea right. Too esoteric for me. My mortgage customers just want good rates and low/no fees. Or, my wine customers only care about consistent taste. Wrong. Your brand needs more. Harley Davidson doesn't sell machines, it sells the rebel experience. Starbucks doesn't sell lattes, it sells refuge. Countrywide Mortgage sells dreams. Bolla Wine sells love. Korbel champagne sells memories.
Want your brand to go deeper? Try this exercise:
- Map out the competition. Write down how each competitor communicates itself.
- What does your brand do best? How can that translate into an emotional experience?
- Look for vacant space on the map, that is, words or concepts that you can own that no one already has.
- Get ready to pop the top off your brand! If you need help, contact us.
