When people talk about branding they are usually referring to a logo or the brand identity that a company has developed. There’s an implicit assumption that the brand is developed by the company, transmitted to customers, who absorb and accept it. It’s a neat idea, and a cozy world for marketers to live in, but when you look at the reality, the brand is actually the sum total of people’s interactions with your company – whether it’s an email they receive, someone they talk to in a store, the booking process on your website, etc. Add those things up and you get the brand experience of your company.
For that reason I’m a big believer in identifying moments of truth and ensuring they create the right impression. I think ‘moments of truth’ was coined with respect to customer service, but really any interaction between a customer and your company is a moment of truth which directly impacts their perception of you – and hence builds their brand image of you.
Filed under: creative delivery, folly, user-centred , branding, experience, identity, interactions, logo, moments of truth, perceptions, positioning
good one