Create your own brand experience. How to. Today, new media has made it possible to create and manage a brand experience using a one-on-one ongoing conversation with your customer or prospective customer.
To put new media to work to create a brand experience for your brand, what you need is to:
Establish your brand’s character or personality
Define elements of the brand experience you want your customers to experience
Develop the brand architecture which conveys the brand attributes, functional and emotional benefits that drive the purchase intent
Create a blueprint that takes into account the multiple channels that a customer or prospect may interact with your brand and the outcomes or behaviours you want your customers to achieve. They can be anything from downloading a brochure to registering for a newsletter. These should preferably be linked to some financial metrics.
Determine how you would evaluate the outcomes and on an ongoing basis, how you would integrate new media (website, email, SMS and so on) to further segment customers and prospects by behaviour in order to gain market intelligence to help further drive the purchase intent.
