The Secret of Unique Brand Experiences
Unique Brand Experience is more about what we deliver to the end-customer than the shape of activities we do. We can be familiar with extraordinary tactics, but in the end, it’s only the meaningful things that cause a good feeling and increase a person’s brand acceptance.
What makes a Brand "the Brand"?
We all know that we connect with certain brands because of feelings we have towards them. It’s not a coincidence that we have an enormous wish to drink a glass of Coke during Christmas time when all the family gathers together. Even if you are not Coca-Cola drinker. "Taste the feeling" - that's what they say while reaching a wide range of target audiences. A Coca-Cola bottle often has a place on every Christmas table. Because it’s tasty? Probably. This brown colored drink with bubbles and sugar tastes good when served cold and consumed with friends, family and loved ones. It tastes delicious after training hard when drinking as a couple and after a good pizza lunch. Or dinner.
Having been a member of the Creative and Advertisement Industry for the previous five years I need to say that Coca-Cola TV advertisements still leave me speechless. I can watch them over and over again and their scenarios definitely connect basic human needs with happiness. It's as simple as that.
Experiences are not related only to what we see and taste, but also to what we hear, smell, touch and how easy we can reach it. I remember myself in the Art Direction Class back in the year 2012 watching the advertisement with the most powerful and unique experience by one of the biggest telecommunication providers which made me instantly want to change my mobile subscription. The number 15 million views on YouTube shows how big of an impact a telecommunication provider can have. At the end of the day - we forget how meaningful it is to call back home, to connect and share stories.
Never say "No" to Panda. Panda Cheese is a cheese brand from Egypt. An old classic. It's a different but memorable approach. What's their story? If you don't buy the cheese, there will be consequences. Talking about emotions, this one will cause an "Oh shi*t" reaction, placing this ad into the category of an abusive but fun advertisement: Panda is usually very calm even when it's smashing the belongings of the person who said "no" to the cheese.
These are all experiences. Obviously, a video is good at leaving a stronger impression because the story is easier to tell. However, print ads are trying to simplify each story as a result creating powerful visual solutions. Wake up with Nescafé and for the chicken and fries - there is no better natural ketchup than Heinz.
The bottom line of all is: It's not just a drink, a simple phone call or a cheese to eat nor the coffee to taste or ketchup as a sauce. It's "Taste the Feeling" and "Life's For Sharing" that matters.
So what's is the secret then?
Story. Story. Story. And the approach to "the Story".
- Before and After Approach = Negative Before and Positive After
- Advice Approach = We Know What's Good for You
- Empathy Approach = Family and Basic Life Values
- Testimonial Approach = He Tried It and Loved It
- Comparison Approach = If you use X, you will have Y
- Positive vs Negative Approach = If you don't use X, you will not have Y
While talking mostly about advertisements here, the same thoughts can be applied to concept development of competitive digital solutions. For user acceptance of our digital solutions, we need to make sure that the flow of the story we are telling is smooth and easy to use. As natural as it can be. There we don't get a second chance. Acceptance is measured by seconds. It's not the ad we will see 4 times before we buy the products. It's the web page or mobile app that will have a chance of 2 clicks for success. So either you are in - or you are out.
In a year of "too much of everything", it's hard to build a story that has not been seen and that can be perceived differently. But no one said it will be easy. Play with the unexpected and try to be involved. Change the shoes often, look at them from a different angle. Jump in and then jump out. Give and gather feedbacks. Listen before you speak.
Most important – Don't kill the potential customer: The market is full of information overload with generic messages, differentiate your brand in thoughtful and creative ways.
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About the author
This is Elizabeta
Wherever you are, be there.