Creating a Memorable Brand Experience

Posted by: Tara Detchemendy, Art Director Jun 07, 2010 0 Comments

Have you ever thought about what makes a certain experience memorable and special? Was it the way that things looked, the way it made you feel, or the music playing in the background? If you’re like most people, when it comes to creating a memorable experience, it’s a combination of factors all working together. And savvy businesses understand that memorable experiences are very important elements of a strong brand.

Take, for example, the Clifton Inn, a B&B my husband and I stayed at in Virginia this past Memorial Day weekend. We wanted to get away from the grind of the city and go somewhere to relax, unwind, and recharge and, upon arriving at our B&B, I knew we’d found the right place. We took a gravel road up the driveway to a lovely home, and inside, a mix of modern and traditional décor greeted us. The staff who welcomed us were friendly but not overbearing, there to attend to our needs but not to interrupt. The food was amazing, the location was grand, and the garden-themed rooms (ours was the Hydrangea Room) featured a bottle of Virginia Madeira wine and dessert treats. Each of these elements on its own was nice and interesting enough, but when combined, formed a powerful brand and created a powerful and memorable brand experience.

Marty Neumeier’s The Brand Gap states that, ”A brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli. When people’s experiences match their expectations, their loyalty increases. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company.” Neumeier is absolutely correct. Once the customer trusts your brand, their loyalty will increase—this happens when customer’s expectations are consistently met or exceeded. And in these trying economic times, creating a loyal customer can make the difference between your business’ success or downfall.

The next time you’re working on developing a brand for your business, agency, or program, don’t just concentrate on the logo or the letterhead—consider all aspects of the brand experience. Sometimes a gravel road makes more sense than a paved path when it comes to setting your brand’s tone.

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Tara Detchemendy

Art Director

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