A brand that captures the mind is going to gain behavior, and another brand that captures the heart is going to create commitment.
How to create an innovative brand experience:
- Mission statement and vision: Figure out what you stand for by creating a real mission statement. You need a one sentence summary to guide how you do business. Use every possible tool to establish a brand through the lens of that mission.
- Brand proposition: Make sure that the style of your product, the label and packaging and the customer experience jive with the envisioned brand. The brand should be consistent across communications, products and services, people and environment.
- Brand personality: Once you start developing your brand, it is important to determine how others perceive it. It is important to keep an eye out on what others are saying about your brand. It gives room for improvement.
- Target audience: Conduct market research, understand purchase path and pain points. Know your existing customers, identify those people who have a high potential to purchase your product and services.
Your brand establish your identity, increases trust and familiarity as well as unite different business units around a common mission.