Moving your brand beyond the ordinary

Before we explore this idea, let's identify common ground on a definition. A transcendent brand is one that goes beyond the common in the mind of the consumer and stands apart in some significant way. I'm not thinking about product differentiation here. These brands have a sense of experiential differentiation. The experience behind a transcendent brand is more than simply good service. We all expect that. Brands that are above normal embody a magnetism or passionate connection with what audiences want.

How do you create a transcendent brand?

First, you have to fully understand what a normal customer experience is within your brand. Take a look at every aspect of how a customer might engage with and experience your offering at each stage of the sales process. Do the same with your competition as much as you are able. Chart every customer interaction and identify connection points. Leave no stone unturned. Consider each connection as vitally important (because they are to your customers). With unbiased eyes, review everything from installation instructions to sales material; from order confirmation and return policies to point of purchase displays. 

Once you have all of your customer interactions outlined, ask yourself a simple question. What could you do within this step in the process to cause a customer to talk about his/her experience? Put yourself in the position of the customer and identify small steps to improve the experience.

Allow me to offer a few quick examples to get you thinking. Last week in Starbucks my order was one of many and the team seemed to be running a bit behind. While I waited I was immersed in how Starbucks is connected to fashion, music, social causes, strong design integrity and fostering a spirit of community. Although I was waiting patiently, as the barista handed me my drink, she also gave me a gift certificate. She quickly apologized for my wait and told me to have a good day.

If you unpack this experience you'll see that in the mind of Starbucks, the cost of a drink and quick apology is a small price to pay for a repeat visit and a story told by a satisfied customer. And, the store is just as much part of the experience as the product itself. If the barista was searching for customer delight, mission accomplished. Her actions told me that my time was valued.

© Outside Source Design, 2013

Recently, I found myself in Fresh Market. On my way through the store I noticed they were playing classical music instead of the normal grocery store silence or general background music. At the checkout, I asked about the music choice. She enthusiastically said, "Isn't it great?" She proceeded to tell me that the music creates a calming environment for shoppers and it even makes her time there more enjoyable. It is different from other stores and creates something special as soon as you walk in. In many respects it again shows that Fresh Market respects your time and wants to make shopping as enjoyable as possible. Something as simple as music can change a customer interaction from the common to the uncommon.

The journey to a transcendent brand is not made overnight.

However, it is a journey that can deliver results at every step. As an example, pick something that you use to communicate with your customers on a regular basis. Perhaps it is a pricing document or an HTML email with news from the field. In any case, before you send the next one out, reinvent it. Ask yourself these questions:

• What are the goals for the communication?
• What does my customer really need?
• How can we change what we do to be more in line with what customers want? 
• What could we do to improve the overall experience?
• Would additional graphic design help?
• Could simpler copy or unique headlines make a difference?
• How could a video be used to tell the story at a deeper level?

The tactics are not as important as a focus on what a customer really wants and meeting and exceeding that expectation experientially.

Go deeper as you seek customer delight. Transcend the normal customer interaction and put the needs of your audience above process and protocol. It is true that customers always talk. The question is, “What are they saying about your brand?”