August 12, 2014
Rapt Studio President, Cory Sistrunk
From when we wake up to the time we go to bed, we’re exposed to between 5,000 and 10,000 marketing messages, from labels to commercials to pop-up banners. If it sounds like a lot, and it probably does, that’s the point. We’ve trained our brains to ignore most, if not all, of them. If not, we’d probably go insane. But to build a brand, you need people to stop and take notice.
We’re seeing a major shift from content-based marketing to experience-centered branding that works the same way human relationships do. We should build brands the same way we build a friendship. When an organization replicates the different types of interactions that bond our closest relationships and instill them into their company culture and brand promise, the result is a stronger business.
Here are a few suggestions how to build a brand based on those types of experiences.
Think big. Stay small. What makes our relationships with our closest friends and relatives so great isn’t the big, monumental things they do for us. It’s the small, daily interactions that give those relationships meaning and reinforce them.
Ultimately, we trust what we experience. Believing in a brand means interacting with it in these small, meaningful ways. Companies are building successful brands that think “big picture” but build in the small. What you tweet, how you design your lobby, the way your packaging opens, all add up. When Lyft drivers hand candy to a passenger, they’re not just offering a perk. They are building an experience.
Add a personal touch. The ocean of data now available to companies about their customers allows them to market with greater personalization but no amount of information (for now, at least) can replace genuine human engagement. It’s important in the world of big data that we don’t lose sight of personal touch and humanity, which is what really matters.
Take Warby Parker. They’ve got a great product, a big vision, and a mission to distribute a pair of glasses to someone in need with each purchase.
Their customer experience extends to their newsletters. They talk about their products but also tell you the books they’re reading and the movies they’re watching. That’s friendly, turning a traditional touch point that most of us would disregard as spam into a small, meaningful opportunity to connect.
Read more at Entrepreneur.