Brands with that "stand-apart appeal" don't just happen—they're built, one experience at a time. And every touch-point you have with your customer is an opportunity to make an impression and create an experience.
One essential way to make an impression is through your website. And, with the belief that every customer touch-point is an opportunity to make an impression, my company, IMAGEHAUS, is entering into the digital-experience world.
The Web is an environment of expression, choice and endless possibilities. Customers are quick to click, often faster than they think. Based on that virtual experience, they form an impression of your brand.
As in any relationship, the first impression of your online brand gives customers a perception of what your company and products will be like. Will they be smart, helpful or frustrating? Does this first impression reinforce the single thought that defines your brand simply, clearly and personally? What value does your point of differentiation bring to your customer?
Your answers to these questions are key in establishing your brand and carrying out a memorable, positive brand experience. With the sea of websites out there today, your site now has to do and be more. A well-branded site begs your customer to engage in conversation. It listens, learns and then leads by addressing their needs first. It asks the right questions and gives the best answers.
Let's look at it this way. The online experience is like that first dance back in high school—communication between two people, defined by action. If you don't know how to lead your customer, they will move on to the next dance partner. And if you trip and step on their feet, the dance becomes rather painful. They get frustrated and leave. However, if you lead with confidence, purpose and personality, your customer will move in step with you and believe in you. And, believing leads to trust—the most essential dance step in building a strong brand.
We help our clients' customers gain that belief and trust with solid answers to these four key questions:
• Differentiation: What is the advantage of your brand over the competition?
• Relevance: How do you add value to the customer's experience?
• Credibility: What is the single thought that defines your brand?
• Compliance: How do you ensure brand consistency in look and feel, personality, voice and tone?
Often, people come to us and think they need a logo, a tagline or a certain "look and feel" of a website. A brand is so much more than just components. Simply stated, a brand is the perception of your company based on the expectation of value.
Online, this expectation is formed more intimately through individual experiences. To be effective, your branding needs to make a strong first impression and provide a memorable, pleasant experience. Create an experience that will compel them to act now and far into the digital future.
Jay Miller is creative director and principal at Minneapolis-based communications design firm, IMAGEHAUS, and is an NGLCC-certified LGBTBE as well as a member of NGLCC affiliate Quorum: Twin Cities GLBTA Chamber of Commerce.
