“Marketing is all about the kind of experience you deliver to your customers with each and every interaction. The more compelling the experience, the faster you will build brand loyalty.”
Last week, I had the opportunity to attend the Kate Spade grand opening event in Beachwood Place Mall. Imagine this: the little boutique was bustling with wide-eyed customers sipping San Pellegrino through brightly striped straws, munching on multi-colored macaroons and taking in the beauty of the merchandise. Though tiny, the store was bursting with personality—each and every bracelet, shoe and handbag was displayed in a thoughtfully creative way.
The brand translates just as well online, from the bright pictures and cheeky accessories, you can’t help but get drawn into the site—most likely resulting in a sale.
Once that sale is made, whether in-store or through its website, the presentation is flawless. The shopping bag is filled with coordinating tissue, and your little present is so beautiful, you almost hate to unwrap it (can you tell I’m a Kate Spade customer?).
As of yesterday, my only experience with the brand was online, but since I saw the store, it came full circle. I couldn’t help but think—when it comes to brands, the experience is just as, if not more important than what is being sold. In fact, with the mention of most brands, an emotion is brought to the customer’s mind before the thought of the actual product.
When helping clients build their brands, it’s important to remember a great product is just one piece of the overarching puzzle. Consider the following:
- When a customer calls in with an issue, is it handled promptly and considerately?
- Does your storefront, if you have one, properly reflect your brand?
- In turn, does that store experience translate well through your website, app, social media sites, etc.?
- Is every marketing piece, from brochures to direct mailers to sell sheets, echoing the same brand message?
- Is every touch point listed above consistent?
Every moment a customer has with a brand is a touch point, and each of those moments adds up to an experience. No matter how excellent the product, if I have a negative interaction with a company and leave with a bad taste in my mouth, I’m not returning. However, even if a quality product isn’t top-of-the-line, best-on-the-market, but I have a great experience and feel that the company cares about me as a customer, they will most likely see me again.
A brand experience isn’t built overnight, but each and every touch point, no matter how small, is important. Remember that you may not be selling the best product on the market, but if your experience is the best, your company is the real star.
What’s one of your favorite brands, and why are you loyal to them?