We hear the terms branding and brand thrown around all the time in reference to a logo or visual representation, however a brand is the total image or personality of your business. It is built from a collection of perceptions as a result of exposure to EVERY aspect of your communication with the world. Keep in mind, consumers will determine your brand based on how it makes them feel and their perception is everything.

Here is a sample list of things to keep in mind when evaluating your brand:

- Customer Experience
- Packaging
- Customer Service
- Advertising messages
- Communication via social media
- Pricing
- All aspects of design (colors, fonts, layouts)
- Your logo
- Your name
- Your employees
- Your reputation
- Your physical location / environment

Check out these kickin’ summer box designs for Kleenex’s “Perfect Slice of Summer” series. I love them, its great to see a corporation being so creative and fun.

Source: Dieline

Background information: Los Angeles-based Illustrator Hiroko Sanders created the illustrations for the new Kleenex “Perfect Slice of Summer” tissue box series. Since the illustrations are the primary part of each carton, the challenge was to create artwork utilizing a style that embodies the spirit of summer, and that works uniquely with the carton design.  The three boxes are images of different fruits rendered with a stylized realism that unifies the design of the package with the brand and product.

Project credits: Hiroko Sanders, Illustrator
Jennifer Brock, Senior Designer/Brand Design – Kimberly Clark Corp.

I don’t even know how many times I have purchased something, brought it home, and wondered why I bought it. For some reason, it just didn’t have the same appeal as it did while I was in the store. I was buying into the experience.

A great example of a store that knows how to create a customer experience is Bath and Body Works. From the smells, to the decorations and displays, they really know how to get customers caught up in the experience, ambiance, and design of their stores. For this reason (as well as phenomenal branding) Bath and Body Works can demand premium prices for their body care. If Bath and Body Works products suddenly became available at Wal-Mart all the appeal would be lost. People would no longer be willing to pay $10 and up for their favorite shower gel. The price of the product is justified because of the experience the customer receives when shopping at their stores.

How to begin optimizing your customer’s experience:

1) Find out what your specific customers are really buying. Ask yourself what your customer is experiencing when they walk in your door.

2) Talk to your customers. Get feedback from them. Ask them how they feel. More than likely, they will be pleased to help out since you are taking a sincere interest in their opinions.

3) Do not suffer from “tunnel vision.” Gain a clear picture of what is really going on and how it can be improved. Heed the feedback you receive with an open mind.

4) Get your employees on board. Every employee is marketing your business and playing a key role in your customer’s experience.