Brady People ID Partner Connection Blog

Brady People ID Tips on Building a Great Brand Experience

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Yesterday, I attended a great webinar featuring Jim Joseph, the author of the Experience Effect and President and Partner of Lippe Taylor Brand Communications.

He has helped major brands create successful brand experiences that engage consumers and add value to their lives,  including Kellogg’s, Kraft, Cadillac, Tylenol, Clean & Clear, Aveeno, Durex, AFLAC, Ambien CR, and Wal-Mart.

Jim pointed out how Lady Gaga is an example of a masterful brand.

• Her Mission Statement - to inspire the underdog so they can realize their potential

• Products/Packaging

• Target Audience - young, underdogs who she has dubbed "little monsters."

• Media Strategy - owns social media (tweets before going on stage)

• Strategic Alliances - partners with other brands that represent her mission (MAC & Polaroid)

• Consistency - she mentions her fans in every interview and markets to "the underdog."

The first step to developing a masterful brand starts with understanding your customer. What are their wants and needs? What products and brands do they like? You need to develop an emotional benefit that sets you apart; this builds brand loyalty.

Next, map out a customer profile.

• Where do they work?

• What are their goals?

• What brands/products do they care about?

Touchpoints should include and be consistent across all channels...

• Social media

• Website/mobile apps

• Advertising

• Print

• PR

PR is a huge touchpoint since what people hear from others carries more weight than what you are telling them about your brand.

Here are five keys to a great brand experience:

1. Clearly define your brand

2. Target your customers - you can't be all things to all people

3. Distinctive positioning - who are you?

4. Consistent execution

5. Smart decision making

Remember, marketing is about making good decisions and execution!