There is no Finish Line #BrandingThursdays

Your brand is always evolving and every interaction with your audience counts. There is no finish line so you need to be always meeting your clients needs and delivering to your promise.

By every interaction, we don't just mean the aesthetics of your brand (e.g. your image, identity and your website), that's only the introduction. Your brand is represented by all elements of your company and most of all by the experience you offer to your audience.

To give you a bad example that I experienced first hand two days ago for the second time at the same store. We were out shopping for a baby gift and went into a well known store that has amazing products and very nice communication. A lot of thought has been put into the design of the products and the store. The brand values and promise are visible everywhere. After choosing our gift, we went to the till to pay and that's when the problems started. We were served by a rude sales assistant, told that our sales item was not on sale (even though it had a big red sticker with the sale price on it) and spent 10 mins waiting for the assistant to complete the transaction. The people at the till next to us, had to be stopped at the exit because the security tags were not removed from the items they bought, which also happened to us upon exiting. The result, a very bad experience that makes me think twice before entering one of their stores. It didn't matter how much thought had been put into their brand and products, I left with a bitter feeling and frustrated for the second time.

Remember that EVERY interaction needs to communicate your values, meet your promise, and your client needs to be satisfied from the experience.

Note: Originally we had planned to post a rebranding case study today but since everyone will be getting ready for the Christmas weekend we decided  to move this post to the first week of January :)