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Brand Emotions

emotionvictorbezrukovYesterday we discussed creating a memorable brand.  Today, let’s try a thought exercise about what makes a good brand. Think about some items/services you might purchase or use.  What is the brand that first comes to mind?

  • Car
  • Portable Media Device
  • Watch
  • Purse
  • Soda
  • Discount Shopping
  • Running Shoes
  • Fast Food
  • Search Engine
  • Jewelry

Think about some of the top brands.  What emotions or thoughts immediately come to mind?

  • Nike
  • Rolex
  • Mercedes
  • Wal-Mart
  • Apple
  • Google
  • Coke
  • McDonald’s
  • Tiffany’s
  • Coach

Good brands have an instinctual emotional reaction attached to them and are top-of-mind for their product or industry. Now think about your own brand.  What emotions or thoughts come to mind?  What thoughts or emotions come to your customers’ minds?  What would you like those to be?  How can you become top-of-mind for your industry or market?

(photo by Victor Bezrukov @ Flickr CC)

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Tips for Creating a Memorable Brand

emotionoimaxWhen customers see your logo or hear your name, what do they think and feel?  If there isn’t any emotion or attachment to your brand, you’re missing out on an opportunity to connect on an emotional level with your customers.  Here’s some tips on how to create a memorable brand:

  • Figure out what traits you want your brand to be known for.
  • Create unique images, sounds, looks, etc. that represent your brand traits.
  • Be consistent.
  • Provide excellent customer experiences.
  • Deal fairly with others.
  • Handle failures transparently.
  • Connect with your customers.
  • Listen to your customers.
  • Be true to yourself.
  • Have fun.

What’s worked for your brand?  Have ideas to add to the list? Please share in the comments below.

(photo by OiMax @ Flickr CC)

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Customer Service is the New Marketing – Interview with Get Satisfaction

We’ve been talking a bit about branding and customer service – about how they are inter-related and can impact your overall business.  In this interview with Lane Becker, co-founder of Get Satisfaction, he discusses customer service as the new marketing with interviewer Joshua-Michele Ross from O’Reilly:

In the interview, Lane points out that customer service has traditionally been considered “customer-avoidance”.  Metrics measure customer service were about treating customers as numbers and closing as many issues as quickly as possible (problem tickets and time on the phone).  If customers didn’t like how you treated them, there was little they could do.  The Internet has changed that by allowing a disgruntled customer to reach millions of people (as well as satisfied customers).  So there is a huge opportunity now for very cheap and powerful marketing through good customer service.  Thinking about customer service as part of marketing can help change corporate attitudes and open the doors to meaningful conversations with your customers.

If you have questions for Lane, you can post comments on the original blog post.

What opportunities does your company have for good customer service?

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