News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Creating a Unique Brand Experience
Peter Goldstone, CEO / Hanley Wood / April 30, 2013
When we create a brand we create our identity. We want our customers and prospects to clearly understand what our organization does, why we do it and what we stand for. Once we have achieved a solid brand identity we then have to look at how to create a brand experience that stretches across all of our corporate communications and is echoed by all of our employees.
In today’s digital world I believe that we need to concentrate on two specific areas to create unique interactions between our brand and our customers: building trust and creating a singular brand experience.
- Customers want to “buy” trust – they need to believe that the company they are working with is dedicated to serving their needs better than anyone else. They want to work with Intel or Apple – companies that have established themselves as trustworthy and are leaders in their category.
- A successful brand experience is singular and consistent. A consistent brand message creates interactions that are trusted and expected which leads to creating the emotional connection with a brand that is so essential to develop.
The digital era has redefined and customized how we communicate our brand message to our customers. We need to adapt, and concentrate on creating interactions that build trust and long-term relationships.
Here are a few articles I recommend:
In an era when consumer products and services rapidly commoditize, the customer experience has become the point of brand differentiation. It matters more than ever before – as evidenced by an increasing number of businesses adding a Chief Customer Officer to their executive leadership team.
It’s a Fact: Strong Brands Drive B2B Markets
To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money on R&D. Suppliers focus on making their products smarter, faster, and smaller, and more cost-effective and reliable, than the competition. They also find ways to improve and add services so that they provide customers with a complete and satisfying experience. Marketplaces are constantly changing, so companies have to adapt in order to stay ahead. Read More
I was having a discussion with a colleague about the creation of a new brand and how one should go about defining the brand’s essence. This discussion got me thinking about the philosophical principle of existentialism and how it can apply to individuals as well as to brand marketing. Read More