Brand Loyalty is Dead. The Experience is Everything

Michael here. I'd like to have a quick chat about brands and the power of customer experience.

tl;dr Brands live on!

Here's the thing; the Internet happened. Consumers are now supremely well informed. They have instant access to expert advice, user reviews and product data. This has led a variety of commentators to proclaim the death of brands. In the words of Kevin Roberts, former CEO of Saatchi & Saatchi (one of the largest brand agencies in the world);

Brands have run out of juice. They're dead. Now the consumer is boss. There's nowhere for brands to hide.
– Kevin Roberts, Chairman of Beattie, former CEO of Saatchi & Saatchi

So what makes a brand? Hint; it's not your logo. A brand is what you stand for in the hearts, minds and wallets of your audience. It's why you exist, what you stand for.

A good brand is made up of 4 core qualities;

• Focus; Why you do what you do
• Mission; What drives you forward
• Conviction; How you achieve your mission
• Capability; The value you can bring to your client or customer

The majority of branded interaction is moving to digital. Digital is where consumers start, how they advocate and where they go for problems.

Consumers have become far more willing to experiment with products as the amount of information out there makes taking a chance far less risky.
– James Suroweicki, The New Yorker

Social proof, reviews and comments from other customers can give trust to new brands. Trust is huge in making a buying decision. But now customers gain trust from their peers, no longer relying on brand history alone.

Trust = reliability + delight.

If you can consistently impress your customers they'll trust you. They'll write about you and instil trust in others. This is modern branding at it's finest. It's not your name that counts but the experience you provide.
If you're a small company it's never been easier to gain market share. And if you're one of the big players it's time to step up and take the experience seriously.

Brands are dead. Long live brands.

Here's the thing. Brands are stronger than ever. They've simply evolved. You are not your products or services, you are the message, your mission. Apple learnt this years ago and look where they are.
Brands falter by relying on products to sell themselves in a competitive market. Amazon reviews drive a race to the bottom (within a 4 star+ environment). So make a stand for what you believe in. Have great products and services, of course. But after that strive for something and advocates will follow.

I'm a big Adidas fan and growing up I never had allegiance to any sneaker brand over another. Then the Gazelle happened. I bought a pair of Gazelles and they fit like no other shoe I'd ever owned. The experience compared to other shoes is incredible. Then I started paying more attention to Adidas, their street style and hip-hop background. Their originals line really speaks to me. Trust = reliability + delight.

We have our own vision; bespoke work tailored by minimalist style. We take complex problems to their simplest extreme. Leaving only the key information, the message to shine. This attracts advocates who believe the same, appreciate our style.

Your vision is your USP.
5 steps to modern brand success.

1. Define your vision.
2. Embrace your mission.
3. Understand your audience. Like, really understand them.
4. Craft the customer journey. Uncover bottlenecks. Add delight.
5. Provide consistent value.

We can help you achieve modern brand success; get in touch.