Brand Experience is nothing without MEANING
‘Meaning’ is a key brand experience ingredient
I know your time is valuable. These show notes give you the gist of the episode, what is covered, any links or resources talked about in the show, and also gives you a few ways to listen, watch or digest this episode.
This episode’s topic, in a nutshell…
My definition of Brand Experience is that it is the 4D experience that people have when they come into contact with you and your business. It’s what they see, feel, think and physically experience when they come across you and/or work with you.
In this episode I specifically zoom in on one particular aspect to designing your Brand Experience, and that is: the importance of MEANING.
In this episode I talk about:
- The fact that if you don’t put what’s meaningful for your ideal clients into your experience, you will not only end up with the wrong kind of clients – you will ALSO burn-out pretty quickly and become hugely resentful of the low reward you’d gain from the effort you put in.
- Why you should identify brand touch points before making a start on crafting your brand experience (and that you’d be best placed to focus on the elements that you have the most ability to influence)
- You may need to test what’s “meaningful” and what generates which emotions for your clients.
- The necessity to balance your brand experience with your sanity. It’s more important to choose to include things that you can consistently and repeatedly do for each and every client.
Prompts for you to reflect on
In this episode I gave you some prompts to take away for that hour you are going to set aside to reflect on where you are sitting in this brand experience conversation. Here they are again for you, so you have a quick reference for them?
Step back and think about the journey your clients are on right now when they work with you. Look at various points on their path – to coming to you and staying with you, like:
- what you do to attract new prospects?
- what you do when they contact you?
- what does your conversion path look like?
- what do you do to on-board a client?
- what do you do during the delivery of your service?
- what other things do you do to retain the relationship?
- what other added value things do you do over the course of the relationship?
Jot down a list of the actions and activities that you are doing right now that fall under each of the above areas / points.
Reflect on your answers for prompt 1 above.
Notice how many physical things you have written down under each area. Do you notice a pattern, or a lack of one?
Are you doing a whole lot to romance the prospect, and then once they are a client, the activities peter-out? Or do you spend a whole lot of time converting and delivering…but not a lot to romance new prospects, or retain the ones you’ve got?
There is no right or wrong – but your answers will give you an indication as to where your brand experience needs work.
Quick ref to resources or links I mention
I was inspired to talk about this element of meaning in the context of brand experience after reading Marty Neumeier’s book The Brand Flip. In it he has a graphic he uses to demonstrate a scale for meaning in the eyes of your customers. You can find his original on page 72 of the book. He has labelled it as a touchpoint map.
Here’s my version which I’ve repositioning as a meaning map and I talk about it in the episode:
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