Brand behaviour: Creating the perfect brand experience
When it comes to brand communication a logo and visual identity is often the focus of a company’s activity. But the truth is the way you behave plays a far greater role in communicating your brand than any of the visual elements.
People’s experience of your brand isn’t limited to what they see. Your visual identity is often the first experience someone will have of your brand, and it has a powerful role to play in the engagement process. But although it may be the first point of contact, it can often be the briefest and least engaging experience they will have of an organisation.
Their ‘brand experience’ is determined by every single interaction they have with your brand. This will include the price and quality of your products or service, the skill and attitude of your staff, the location and décor of your premises, as well as the colour and style of your logo.
The quality of your customers ‘brand experience’ is determined by your behaviour – from the top of your organisation, to the bottom. Everyone within your organization has a role to play in creating the ‘brand experience’, whether they spend their day making strategic decisions in the board room, or face to face with customers delivering your service or products.
The challenge facing any organization is ensuring that your behaviour is consistent, in every role and every department. The first step to achieving this is clearly defining your brand – developing a clear understanding of your purpose and values as an organization. Then you need to understand how you will translate that purpose, and those values, from being simply a collection of words and ideas into the attitude and activities that will determine your brand behaviour.
To achieve this, your purpose and values (the foundation of your brand) need to be understood by everyone in your organization. Your brand doesn’t belong to the marketing department or the directors. It belongs to everyone within your organization. And every one of them has a role to play in delivering the brand experience to your customers.
To do this they need to understand how to behave. They need to understand not just what to do, but how to do it. Whether they’re pushing buttons on a machine, writing reports at a desk, making sales to new customers or discussing strategy with fellow directors, it’s their attitude that will determine your brand behaviour. And it’s the quality of this behaviour that has the potential to create the perfect brand experience.
If you’d like to have a chat about developing the brand behaviour of your organisation, call us on 01392 248107 or email Jonathan. It would be great to hear from you.