how to create a winning brand experience

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Create a winning brand experience TeamClient Design Toolkit

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!Whether we realize it or not, everyday we have positive and negative brand experiences with a number of different brands. Each interaction we have with a brand allows us to engage with the brand and formulate a positive or negative perception of that brand. Today, companies are challenged with creating consistent positive brand experiences through a number of channels – online, customer service, product or service quality, packaging, retail space, and so on. All of these various touch points add a positive or negative brand perception and can influence the brand’s “moment of truth.”

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Page 1: How to create a winning brand experience

Create a winning brand experienceTeamClient Design Toolkit

Page 2: How to create a winning brand experience

!Toolkit | January 2014 | Winning brand experiences | 1

At Shikatani Lacroix, we design compelling purchase

moments that connect with consumers in the blink of an

eye. Our philosophy and strategic design approach, the

Blink Factor, is driven by a consumer's motivation to make a

purchase decision. Everything we do is geared to owning

the "at-purchase" moment. Our firm has a well-earned

reputation for designing integrated branded experiences

that effectively connect brands with consumers to drive

measurable results for clients. We extend the branded

experience through a consistent and coherent approach to

omni-channel communication design. !!About the Author

Courtney Randles, Account Manager at Shikatani Lacroix !A business graduate from the University of Waterloo,

Courtney is a passionate and enthusiastic project manager

with more than six years of experience working on a wide

range of branding and packaging assignments. !Courtney brings her a breadth of experience in the areas of

corporate branding, packaging and retail to her work on a

number of North America’s leading brands, including Kraft

Foods, Tim Hortons, Great Gulf, TD, and Toronto Blue Jays. !

Page 3: How to create a winning brand experience

!Toolkit | January 2014 | Winning brand experiences | 2

How to create a winning brand experience !!What if creating a positive brand experience was as easy as

following a set of instructions or a food recipe?

Unfortunately, it isn’t quite that simple. There are many

pieces to the puzzle that need to fit together, and many

factors that need to be taken into consideration to ensure a

successful and positive brand experience occurs between

your consumer and your brand. !Whether we realize it or not, everyday we have positive and

negative brand experiences with a number of different

brands – from the time we start our day with a morning cup

of coffee to the time we go to bed. Each interaction we

have with a brand, whether it’s with a tangible object or

while surfing online, allows us to engage with the brand and

formulate a positive or negative perception of that brand.

Today, companies are challenged with creating consistent

positive brand experiences through a number of channels –

online, customer service, product or service quality,

packaging, retail space, and so on. All of these various

touch points add a positive or negative brand perception

and can influence the brand’s “moment of truth.” !!

All touch points

can add a

positive or

negative brand

perception and

can influence

the brand’s

moment of

truth

Page 4: How to create a winning brand experience

!Toolkit | January 2014 | Winning brand experiences | 3

The term moments of truth, coined by Jan Carlzon, former

president and CEO of Scandinavian Airlines, describes the

interaction between a customer and company (brand), and

the varying degrees of quality that are experienced

(Lacroix, 2010). Carlzon has said that a positive moment of

truth with a customer builds brand loyalty and repeat

purchase, while a failed moment of truth creates dissatisfied

customers who look elsewhere to get their needs met

(Lacroix, 2010). A negative brand experience can cause

your customer to head to the competition for a product or

service. However, successful brand experiences can attract

new consumers and create a strong relationship between

your brand and your customer. ! !Case study: TD Comfort Zone !A great example of a successful brand

experience is the TD Comfort Zone at

the Rogers Centre. By partnering with

the Toronto Blue Jays and its home

stadium, financial services company

TD has positioned itself as a relevant

and approachable brand. !!

Page 5: How to create a winning brand experience

!Toolkit | January 2014 | Winning brand experiences | 4

The TD Comfort Zone is a physical

manifestation of TD’s mandate:

comfort. Four plush leather sofa chairs

in TD’s corporate green were installed

in the 200 level of the stadium. During

any Toronto Blue Jays home game,

four lucky fans or community partners

are upgraded to the TD Comfort Zone

where they can watch the game in

style, courtesy of TD. This sports partnership leaves a

positive impression on current and potential customers –

including those who might not have had a previous

interaction with the brand. !Although the two brands offer different products and

services, they both support similar brand positions of

approachability and target the same middle class

demographic. The partnership allows TD to grow brand

awareness in a channel where it otherwise wouldn't have

had any presence.

!

Page 6: How to create a winning brand experience

!Toolkit | January 2014 | Winning brand experiences | 5

Through the use of clear and concise branding, along with

media exposure, TD has grown its brand awareness

nationally and internationally. Furthermore, this moment of

truth between the brand and the lucky fans who are literally

sitting in comfort is an example of the brand’s promise in

practice. !It is safe to say that the TD Comfort Zone at the Rogers

Centre really hits it out of the park!

Page 7: How to create a winning brand experience

!Toolkit | January 2014 | Winning brand experiences | 6

Reference materials !!Lacroix, Jean-Pierre. 2010. Belonging Experiences: Designing engaged brands. Bloomington, IN: iUniverse !!!!!!!!!For more information, contact: !Jean-Pierre Lacroix, President

Shikatani Lacroix

387 Richmond Street East

Toronto, Ontario

M5A 1P6

Telephone: 416-367-1999

Email: [email protected]