Chances are your business is not Nike, Under Armour, Geico, Corona, Verizon or one of the thousands of other companies that has the marketing muscle to actually define your brand via hundreds of millions of dollars in media spending.
For most businesses, their brand is comprised of hundreds or even thousands of customer touchpoints--first and foremost via your core product or service, but also by virtue of things like your online help section, the clarity of your invoices and the responsiveness of your web site.
They are top down brands—or outside in. They can afford to spend HUNDREDS OF MILLIONS OF DOLLARS TO DEFINE THEIR BRANDS.
TO SHAPE CONSUMERS’ PERCEPTIONS.
DO YOU HAVE HUNDREDS OF MILLIONS OF DOLLARS TO DEFINE AND SHAPE PERCEPTIONS OF YOUR BRAND?
THEN HOW DO THE REST OF US DEFINE OUR BRANDS?
BY DELIVERING THE RIGHT CUSTOMER EXPERIENCE.
OVER AND OVER AND OVER.
ACROSS HUNDREDS OR PERHAPS THOUSANDS OF CUSTOMER TOUCHPOINTS.
Built from the inside out…or the bottom up.
YOUR BRAND IS THE SUM OF ALL CUSTOMER TOUCHPOINTS.
RESULT: A CONSISTENT, UNIQUE EXPERIENCE IN THE CUSTOMERS’ MIND.
WHAT IF A TOUCHPOINT IS WRONG OR MISSING?
THE CUSTOMER EXPERIENCE IS DIMINISHED
THE BRAND IS WEAKENED
EVENTUALLY…
THE CUSTOMER’S EXPERIENCE WITH YOUR BRAND FEELS LIKE…
TO CREATE A GREAT BRAND, YOU HAVE TO KNOW AND FEEL THE CUSTOMER.
SEE THE WORLD FROM THEIR PERSPECTIVE, NOT YOURS.