Your brand really lives in the mind
of your customer.

Your customer’s experience of your brand is everything. A brand is not a logo, a corporate identity system a company, product or service. A brand is a person’s ‘gut’ feeling and is built up in their mind by how they have experienced the brand over time.

The customer’s experience of your brand is created from all the interactions they have with your business, product or service. Brand experience is created by turning your brand strategy into a positive customer experience at every point they can contact or interact with your brand.

Brand experience equates directly to the value, trust and reputation of your business and lives in the mind of your customer.

We can’t build the brand with facts and figures alone. Emotion is why people engage. Creating simple emotionally driven brand experiences that align with the brand strategy will result in powerful and memorable branding that people immediately connect with.

A brand is a living entity and every moment of every day you write the next chapter in your brand’s story; when your receptionist answers the phone, when a guest is greeted, a product is sold, a meal is served, when your accounts department handles a question about an invoice. Every one of the hundreds of interactions adds to your brand story and reputation in the same way the advertising campaign, exhibition, public relations or your website does.

At the end of the day, your brand is defined by people, not companies, organisations, market places or the general public. It is shaped by individuals creating everything from customer service to product innovation to marketing material. Your brand lives in individual people’s minds and is defined by each person creating their own ‘truth’ about your brand based on their brand experience.

Your people are your most valuable asset in delivering what your brand stands for. Empower them to deliver the brand experience at all touch points and start building your brand today.

When you engage enough people who have aligned thoughts, emotions and pictures in their minds about your product or service, you have a strong brand.

Steve Alley, Di Marca Creative Director