The Emotional Brand Experience

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Top Takeaways:

• A brand is its customer experience and vice versa. The brand and the experience are built on the relationship between a business and its customers.
• Advertising and marketing may attract new customers, but it’s rarely the real reason why customers like doing business with a brand. Customers like doing business with companies because of how those companies make them feel.
• Many companies focus too much on acquiring new customers rather than retaining the customers they already have.
• Every company should ask itself why it is in business. This question becomes especially important if the company keeps losing customers. Create an experience that reduces customer churn.
• You must differentiate yourself from your competitors. Be wary of doing this through your product alone; that method is too easy to copy. But if find a way to meet a unique need for your customers, you will find success.
• The most important question a company can ask itself is what emotional reward they want the customer to enjoy by choosing to do business with them. There is emotional value in the connection between a company and its customers, and brands must tap into that.

Quotes:

“Brand is the relationship between a business and its customer.” – Lindsay Pedersen

“The way a business makes us feel… that is the experience.” – Lindsay Pedersen

“Businesses don’t make money by impressing people with cool ads. They make money by attracting and retaining customers.” – Lindsay Pedersen

About:

Lindsay Pedersen is a brand strategist and owner of Ironclad Brand Strategy who recently authored Forging an Ironclad Brand: A Leader’s Guide. She has advised companies from burgeoning startups to national corporations.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

1. How can I differentiate myself from my competition?
2. How can I create loyal customers?
3. Does brand and customer experience go together?
4. How important is the relationship between my company and my customers?
5. How can I stop my customers from leaving?