Brand is built on experiences, not a logo Part III
Consider all of the voices that influence the perception of your brand.
Truly, effective branding is other people telling your story on your behalf. A clearly defined brand strategy that reflects who you are in an authentic way is a company’s best tool for guiding the conversation. However, bringing your strategy to life through your touchpoints, engaging your employees and inviting your customers to share their experiences is essential to building an enduring brand in today’s environment.
There’s a reason the concept of storytelling has become popular in conversations about branding in the last several years. Well-crafted narrative brings a brand’s personality to life and it helps businesses feel more human and transparent to consumers. While brands can bring this narrative to their online platforms, there is often just as much power in user- generated content. In the age of Instagram and TikTok, customers are no longer just passive recipients of a brand’s message.
They are empowered to share their experiences on social media, contributing to the brand narrative in interesting ways. This user-generated content becomes a part of the overall brand identity, and many brands leverage it to strengthen their connection with customers. While there is risk associated with actively engaging customers and others to participate in conversations about your brand; it can also help your brand feel more focused on your customers than yourself.
Consider the case of Airbnb. Their logo is a simple, recognizable symbol, but what truly defines their brand is the collective experience of hosts and guests. The brand isn’t just about finding a place to stay; it’s about creating unique and personal experiences. The user reviews, the diverse listings, and the stories shared by hosts and guests all contribute to the multifaceted brand experience.
If brand is an experience, what is yours saying about you?
Truly, branding has evolved from a two-dimensional concept to a multifaceted experience. It’s about every interaction a customer has with a brand, from the moment they discover it online to the unboxing of a product, to the customer support they receive. It’s about the emotions a brand evokes and the values it represents.
Don’t get us wrong, logos and taglines are still crucial, foundational elements of your brand strategy. When done well, they give consumers insight into who you are without burning a lot of mental calories. However, they are now part of a more comprehensive strategy that considers every touchpoint and interaction with your Customers.
As we look ahead, the future of branding will likely continue this trajectory. Virtual and augmented reality may further blur the lines between the physical and digital brand experience. Brands are beginning to immerse customers in virtual spaces that reflect their identity and values. Artificial intelligence is headed toward personalized interactions, tailoring the brand experience to individual preferences.
While the touchpoints will continue to evolve, branding will continue to build upon being defined by the experiences people have: If you were to shift from what you’re offering today to a completely different product, what picture would your customers paint in their minds—if any?
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.