To follow-up a recent post on business branding, we wanted to offer another brand compilation featuring articles from The Brainzooming Group related to customer experience. Examining your brand through a customer experience perspective is vital when considering brand strategy modifications you hope will solidify relationships with current and future customers.
These twenty-two articles on multiple aspects of brand strategy and customer experience can help you strengthen how you’re considering and evaluating your branding approach. This is especially important if you’re losing customers unexpectedly, being attacked by competitors disrupting the marketplace, or considering expanding into new markets. If you have efforts such as these under consideration or underway, call or email The Brainzooming Group for a free check-in consultation to make sure you’ve framed up your brand strategy efforts to maximize success.
Behaviors
- Scott Monty on Offline and Online Behaviors: Great Ones Are a Lot Alike - It’s been said by others, “If your brand sucks offline, your brand is going to suck online.” It’s true.
- An Easy Strategy for You to Get More Business - Never underestimate the importance of genuine enthusiasm as a component of your brand’s customer experience.
Customer Buying Cycle
- The Zero Moment of Truth from #BMAUnleash – 7 Key Steps and Zero Moment of Truth – The Google Perspective on a Strategic Customer Engagement Concept - Two-pre-release overviews from Google on changes to the customer buying cycle, especially the ability to experience your brand before any personal contact ever takes place.
- Talk to Customers When They’re Thinking about You – Getting your name in front of your customers when they already have you on their mind is ideal, but takes some real understanding about your customers’ typical behaviors.
Customer Involvement
- The Courts Decide: Co-Creation Experiences Are Integral to Brands – If you think just because you make something there isn’t a customer experience and co-creation dimension to your brand, the courts disagree with you!
- A Smart “In Real Life” Interactive Brand Strategy - A strong interactive brand strategy doesn’t have to be confined exclusively to the online world. Chick-fil-a does an incredible job with Cow Appreciation Day to drive in-store sales, plus online activity.
- Predictable – Rather than randomly rewarding customers, there can be multiple advantages to bringing them into the consideration of how you’re going to reward them.
- 6 Strategies to Avoid with Your Social Network – Ideas from #SMCKC – Don’t put your customers through unnecessary hurdles to engage with your brand. You’ll likely be disappointed if you do.
Consumer Goods
- Creativity Spices Up a Packaging Strategy – Adding value to the consumer experience isn’t always about more. It can also be about offering less of something delivered in an innovative more convenient arrangement as McCormick demonstrates.
- Out and About Marketing – Double the Fun, If You Follow the Rules! – Some brands try to create innovative customer experiences, but still get caught up in making sure customers have to follow the rules.
- Out and About Marketing – Making Buying Decisions Simpler – Don’t ever overlook simplicity has an attractive variable in your customer experience strategy. How can you make it easy for a consumer to successfully buy and user your product?
Service Businesses
- Delivering on the Brand Promise – Just Try Harder - A brand promise isn’t just a few words. If you aren’t going to carry out your brand promise, you should come up with a different one your brand can perform.
- Branding Lessons with the Newlyweds at Elitch Gardens – A great brand lesson demonstrating that a brand isn’t a name. A brand is all about the customer experience, and you have to make sure the brand name IS aligned with all parts of the customer experience.
- Helping People Help Themselves – Too often, brands go the self-service route purely out of cost savings with little regard for the impact on the customer experience. With just a little forethought, you can devise a self-service strategy that might even add value for your customers. Here are 26 potential self-service benefits to consider.
- How Can You Reinforce Your Smelly Brand? – Just because you’re in a service business doesn’t mean you can’t use experience cues taken from physical attributes of your brand and integrate them more directly into your brand experience. Here’s proof it’s possible!
- Strategic Thinking from the Customer’s Seat – Front line employees can generate great ideas to improve the customer experience, especially for niche customer groups who wouldn’t typically show up in the data. Are you listening to your front line employees to see what customer experience ideas they have?
- Customize a Customer Brand Experience Very Simply – You don’t necessarily need loads of technology to provide customized customer experiences. A little forethought and some helpful suggestions (call it experience curation, if you must) can provide customized customer experiences as well.
Crisis Moments
- Brand Kidnappings and Social Networking – 5 Ways to Prepare – When a customer experience goes bad it’s too late to start figuring out what your service recovery and response strategy will be. You need to know before problems start.
- Are Your Service Recovery Efforts Broadcast Worthy? – Imagine multiple cameras focused on your service recovery efforts. How would you feel about that? Start planning for it, because it’s not a farfetched situation to have happen. - Mike Brown
The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.
