Brand-led organisations have a very strong sense of identity and they put a lot of effort into creating a consistent brand experience. How they operate is as important, if not more important, than the service or product they provide.
The brand experience is something that we work with our clients to develop. Every touchpoint with the business should have similar quality of brand experience. If anything is out of place or inconsistent then the brand experience is undermined. We can develop brand guidelines to help retain the desired level of consistency.
Understanding which interactions attract potential customers and what could potentially put the off is key to a brand management strategy. We must also consider what activity we can undertake to improve brand differentiation.
We work on developing the narrative that draws the interest of consumer; the truth behind the brand’s offer. It could be the provision of low-cost and simplified air travel, or an new type of soft drink that provides extreme energy levels. These stories resonate because they create friction and friction creates heat. Of course, if the story turns out to be a fairytale the heat will fade away. But if the story is based on truth then the brand can become the hot news story that everyone is talking about.
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