Is Your Brand Experience Strong Enough?
When you're considering ways to enhance your brand experience, keep the following best practices in mind:
• Be consistent across all media channels:
Example: JetBlue's "Wingman" resembles the familiar holographic displays installed in airports across the country. The "Wingman" image has been heavily promoted on Facebook and Twitter, which makes for a consistent cross-channel experience.
• Embrace emerging technology:
Example: LMondelēz expects its startup partners to communicate with consumers through such emerging technologies as conductive ink on product packaging and mobile beacons. Brands should take a cue from the company and consider how novel technologies can be used to excite audiences and deliver value.
• Think continuous engagement:
In a digital environment overrun with content, ads, and your competition, creating a seamless and ongoing brand experience is crucial to success. Every interaction that a consumer has with your brand is an opportunity for improvement, and a chance to deliver an experience so positive it will propagate more of the same.
