Branding is Not Just Advertising, it's a Complete Experience
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Read time: 2.5 min
At a glance:
Quote: What is our reality?
Lesson: A brand experience framework
Instagram Post: Idea is not execution
QUOTE
"Nothing ever becomes real till it is experienced"
John Keats
We can know everything about something, but until we go through it and feel it in our bones, can it truly become a part of us. That video you just watched about cliff diving, it's not real until you jump off that cliff. That promise the brand just made to you, it doesn't become real until you've experienced and felt that promise.
Lesson
Learn the framework to pull through your brand essence across every touchpoint.
By leveraging every touchpoint to build brand equity, you are giving people every opportunity to trust and love your brand.
Most marketers and brand builders fail because they use a marketing funnel that ends when the prospect "converts" or purchases the product or service. That model tremendously limits all activities that could be aligned to the brand.
YOUR BRAND IS NOT A FUNNEL, IT'S A CIRCLE
The framework
Awareness & Interest (educate and help the target segment understand why your product or service is relevant and different)
Comprehension & Decision (make the purchase decision easy by removing all barriers to a yes)
Adoption & Utilization (create a product and service experience that delivers on the promise of your brand so it results in repeat use or new purchase)
Community & Ambassadorship (allow users and customers to become part of a special tribe, leveraging voices of fans to make more people aware of the brand)
Look at every instance where the target segment is exposed to the brand. How is the brand essence experienced? What unique experiences can we provide beyond ads, videos, and content?
Consumer Example:
Fictional consumer brand - Mandalore Pans
Brand essence - "Cookware for the planet"
1. Awareness & Interest
A downloadable iron chef recipe booklet that features dishes that use only sustainably sourced ingredients in your region.
2. Comprehension & Decision
When you buy, you are automatically enrolled into a pan recycling program where you can send old pans to be recycled for free 1 time.
3. Adoption & Utilization
All packaging is 100% made from recycled materials and compostable. The tags and instruction booklets actually have embedded seeds that grow into flowering plants. Just add water.
4. Community & Ambassadorship
Closed group “Mandalore Chefs” to share recipes, cookware care, and other tips on sustainable living.
Health care Example:
Fictional health care brand - “Invisible” hearing aids
Brand essence - More than meets the eye
1. Awareness & Interest
Invisible ink consumer activations - posters, billboards, post cards etc. Looks empty/ benign until UV light is applied
2. Comprehension & Decision
Audiologist and sales rep materials that look very generic on the outside, but a totally different experience on the inside
3. Adoption & Utilization
Packaging and app designed to be more like a premium speaker than a hearing-aid
4. Community & Ambassadorship
Hearing aid parties where only those with “invisible” hearing aids can hear the music
Conclusion
Elevate your branding efforts by using this framework to pull through the brand essence across every touch point. Go beyond messaging and content into experience.
Instagram Post
When you feel like you made progress by having an idea…
Credit: @thomasandvisuals
You get to a brand essence only to NOT execute it. It's such a shame! For those of you building brands, take a swing and bring it home... help those who are ready to LOVE your brand.
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