What Creates The Total Brand Experience?

Build relationships with retailers and consumers through multiple touch-points to create the TOTAL brand experience.

The Brand Experience Diagram

In-Store
Displays: Floor, wall or table-top displays have been proven to increase sales by upwards of 45% or more. Having a section that stands out from the clutter will have people looking at your product before the competitors.
Promotions: In-store contests or a Gift with Purchase (GWP) is a great way to introduce your brand or product to new customers as well as build brand loyalty.

Sales Tools and PKs
Kits and product knowledge sessions for the floor staff give the tools and education they need to sell your product with confidence. Creating sales incentives will keep your brand and product top of mind with the sales team.

Seeding
Seeding your product to the right influencers will drive word of mouth business, build product reviews online and create photography for social feeds.
For example, if your product is for a specific industry such as Kayaking, develop relationships with Kayak instructors and organizations/clubs.If the instructors love the product and wear it on the job, they will recommend your product to each of their students.

PR and Media
Building relationships with media will help tell the right story and will build trust with retailers and your potential fans.
Co-op/MDF: Local advertising helps drive traffic into the retailer to find your product. Brands and retailers usually split the cost of a MDF program 50-50 up to 5% of their total bookings (orders). This is a great way to support your retailer and help drive sell-through plus ensure an increased booking the following season.

Digital Storytelling
Create a digital asset kit for your retailers so that they can post your brand’s stories on their website and social accounts, as well as be used for in-store screens.
Social Currency:
Create innovative storytelling that allows fans to engage with your brand in a different way and allows new fans a sense of discovery.

Events
Creating brand activations at a local event in a community or at one of your retailers helps build brand awareness and brand loyalty.

Future blog posts will expand on each of these touch-points to give you ideas of what you can do create your TOTAL brand experience.

(Original Post : October 2012 / Revised December 2016)

Do You Have a Brand Manual or Style Guide?

If you have answered this question with a “no” but deal with vendors, suppliers and media on a regular basis, then you need to consider working with your designer to create one.

One key way to build brand equity is to create a set of “design rules” that tie together the look and feel of all your marketing materials. We pull this together into something called a “Brand Style Guide” that can be shared with internal departments, marketing and design agencies, suppliers and media.

Style Guide and Brand Manual

At the very least, it is important to have a style guide to keep your look consistent across all consumer touch-points. Having on hand a quick guide to your corporate fonts and colours is a time saver that ensures that your logo and/or wordmark will be seen accurately on everything from websites to t-shirts.

Build your visual STYLE GUIDE around these 4 key areas:

  1. Logo: The consistent use of your logo is the most important piece to your brand. A style guide outlines how the logo should look on different materials and backgrounds. It will outline the placement and size that should be used for different communication and marketing collateral.
  2. Colour: Colour is the second most important component to your brand identity. Colour makes an immediate impression and impacts perception of your brand. Colour has different meanings in different industries and different cultures so a lot of research is needed before final selection. A style guide will show how a colour can be used and how your logo will look in Black and White scenarios. A style guide will define the colour model depending on where it will be used – ie/ RGB for digital / CMYK for Print / Pantone for solid colour use. (Basic Colour Theory)
  3. Fonts: A brand style guide will outline the font families that are associated with your brand materials. This is usually limited to one or two fonts along with different weights and sizes for Headlines, Body Text, and Info-Graphics.
  4. Visuals – Graphics / Illustrations / Photography: Every brand needs to consider what type of visuals they want to represent their brand. Graphics such as symbols and shapes should be used the same way across all materials from environmental signage to annual reports to digital assets. The style of illustration or photography should be consistent across all corporate materials. Seasonal advertising campaigns would have their own specific style sheet that would fit into the overall guidelines.

If you do a lot of packaging, advertising or media events, a brand manual will include everything from your mission statement to your brand voice to how your taglines should be used to what photo filters to use on your custom photography.

Being in control of your brand across all touch-points is a very important step in helping you keep all your dots connected.

Check out a post by Mary Stribley that showcases  50 great examples of Style Guides

Attention To Details Convert Consumers To Fans

I love when a brand takes the extra time to pay attention to the little details that allow a customer to continually make small discoveries about the brand. A brand should consider how they can make each consumer touch point a unique experience.

The online buying experience from storytelling through shopping cart checkout to the delivery should be memorable. BUT the brand experience should not stop there. What happens after Fed Ex drops off the package at your door?

A great example of the ongoing discovery is “Johnny Cupcakes“. I am not going to expand into the history of this lifestyle brand – I will let you explore the website and discover the story on your own.

First, the package was not your typical brown box, but a custom bag with fun illustrations. Once opened, the tissue paper was not only branded but expertly creased and folded. Inside the tissue was a “freshly sealed” bag ensuring that the product was not ruined during shipment. A couple stickers were tucked inside as a little extra gift.

Johnny Cupcake Delivery Packaging

Johnny Cupcake Delivery Packaging

The attention to detail though does not stop there. Check out the hangtag with retro design that emphasizes the bakery theme.

Johnny Cupcake Hangtag

Johnny Cupcake Hangtag

 

I absolutely love the use of the oven mitt and rolling pin to continue along the same theme. Bon Appetit!

Johnny Cupcake Neck Tags

Johnny Cupcake Neck Tags

There are so many more details, but I don’t want to ruin all the surprises that this one simple t-shirt holds.

At what point did I switch from being a customer to being a believer in the brand and becoming a serious fan?  The shipping bag had me intrigued. The hangtag had me wanting more. The oven mitt tag put me over the edge.

It doesn’t stop there…. check out Johnny Cupcake’s social media feeds to discover original content that speaks to their brand uniqueness!

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“Do more of what makes you happy!” __Johnny Cupcake