Brand is built on experiences, not a logo Part II
Still have the vision of Apple’s convenience store in mind? In its simplest form, this is the result of effective branding in today’s consumer-driven world. The reason you’re able to envision this tech-to-fuel example is because Apple has been diligent in identifying the consumer experience at every touchpoint.
Yes, the bitten apple logo is instantly recognizable, and “Think Different” is a tagline etched in the minds of anyone over the age of 30. But what truly solidifies Apple’s brand is the entire experience—the minimalist product design, the intuitive interface, the sleek packaging, the customer service, and the story it tells. The Apple brand is not just about a logo; it’s about a lifestyle and an ethos.
It’s impossible to talk about touchpoints without including a conversation about websites. A brand’s website is often the first touchpoint for a customer, and its design and functionality contribute significantly to the overall brand experience. Today, it’s not just about making a sale. A brand’s website is more about creating an online journey that reflects the brand’s personality and makes the customer feel valued.
Social media has quickly become a key touchpoint, and it has further proven the need for brands to become more human. Brands are no longer faceless entities; they need to have a personality that compliments who they are. This also speaks to consumers’ desire to know the people behind the brand, its values, and how it contributes to the world. This transparency and authenticity have become integral to the overall brand experience.
Beyond online content, brands should invest in exploring its touchpoints, both big and small, to identify ways the company can weave its personality, beliefs, and values into the customer experience. From in-store to phone, sales to support, there are a number of opportunities brands have to further deepen their connection with consumers. The same exercise can be used to strengthen internal experiences for employees. The more they see and feel the ethos of a company, the more likely they are to contribute positive affirmations about the brand.
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