In a world chock full of options in every product and service category, how can we explain people who stay at only Marriott hotels, use only Tide to do the wash, buy Tylenol when a generic pain reliever is about half the price, or go out of their way to find a Diet Pepsi when there’s a Diet Coke right there?
The answer isn’t that the chosen one is far superior to all its competitors, objectively speaking. Such customer loyalty is based on the dependably satisfying experience people have come to associate—almost instinctively—with their 3 Steps to Building Your Personal Brand.
“Our personal experiences with brands completely shape our perceptions,” explains noted consumer marketing expert Jim Joseph. “In a sense, our experiences with a brand become the brand.” In his book, The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience, Joseph shows how to create a continuous, seamless, and purposeful experience around any product or service that defines it as a distinctive, trusted brand in buyers’ minds and hearts. As the author demonstrates, building an exceptionally positive, highly effective experience begins with taking care to connect all the points of customer contact and using the right marketing tools.
In an easily readable, jargon-light style, The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience takes marketers through every step of constructing an experience that expresses a clear, meaningful brand impression and then reinforces it with each consumer interaction. Along the way, readers will watch brands in action— consistent winners like Disney, J. Crew, Banana Republic, Nike, Gillette, M&M, and Martha Stewart, along with erratic standouts like Starbucks and McDonald’s—and learn how to:
- Consciously define their brand by exploring critical questions, such as “What claims can the brand make?,” “What does the brand stand for?,” “What is the brand’s personality, style, or character?,” and “What does the brand promise and deliver to consumers?”
- Not only identify their target customers but also develop a genuine understanding of them, exploring psychographic behaviors—media consumption, work ethic and study habits, social activities, tendency to spend or save money, and more—as well as demographic facts.
- Connect with target customers by establishing a range of engaging “touchpoints,” from traditional print and television advertising to websites, blogs, social networking sites, and cell phones to innovative interactive and point-of-purchase experiences.
- Continually map, coordinate, and tailor different touchpoints, online and off, to consistently reach target customers on multiple levels, both rational and emotional.
- Create a unique, ownable brand identity by tapping into the power of color and logos, claiming their brand’s claims, and more.
- Research the effectiveness of their brand’s experience, measure it against core competitors, do a gap assessment to see what aspects need further development and help prioritize resources, and keep their marketing team on track.
Based on real marketplace examples and results, The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experienceleads the way to securing customer loyalty, touchpoint by touchpoint, interaction by interaction, person by person.
Category: Book Reviews