June 2017 BRAND TO THE CUSTOMER’S EXPERIENCE QUICK … · 2017. 7. 31. · June 2017 BRAND TO THE...
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June 2017 BRAND TO THE CUSTOMER’S EXPERIENCE Many experts today say that brands aren’t just logos or catchy monikers that become household names and that brand identity is all about the right messaging. But in an increasingly competitive — and digital — world, there is one thing smart businesses can count on to build their brands’ longevity: the customer experience. That said the idea of the brand as a living, breathing thing has taken hold. The best way to build your customers’ brands and support their relationship with their clients is to make their brands into experiences. What is a "Brand Experience"? A year and a half ago Stephan Vincent, a branding expert and contributor to LinkedIn's business news network Pulse, asked a lofty question. In the article titled, "What does it take to define your brand experience”, Vincent talked about the various ways companies both big and small strive to separate themselves from direct competitors. Some of Vincent's argument involved highlevel concepts like commitment by company leadership and courting "buy in" from employees throughout companies. But some of his more important ideas involved customers. "The brand’s purpose is not defined by what you do for your customers," Vincent writes. "It is defined by why what you do matters to your customers." 1 2 3 4 5 QUICK NEWSLETTER SURVEY Would you recommend this newsletter? Nope For sure CONGRATULATIONS TO OUR TEAM Every month, we celebrate the designers whose work scores the highest impressions on Instagram. This time, Jayvardhan Tayade won for embroidery digitizing and Jagan Kesarkar won for vector artwork. Keep up the great work, team! NOTABLE QUOTES
Transcript of June 2017 BRAND TO THE CUSTOMER’S EXPERIENCE QUICK … · 2017. 7. 31. · June 2017 BRAND TO THE...
June 2017
BRAND TO THE CUSTOMER’S EXPERIENCE
Many experts today say that brands aren’t just logos or catchy monikersthat become household names and that brand identity is all about the rightmessaging. But in an increasingly competitive — and digital — world,there is one thing smart businesses can count on to build their brands’longevity: the customer experience. That said the idea of the brand as a living, breathing thing has taken hold.The best way to build your customers’ brands and support theirrelationship with their clients is to make their brands into experiences. What is a "Brand Experience"? A year and a half ago Stephan Vincent, a branding expert and contributorto LinkedIn's business news network Pulse, asked a lofty question. In the article titled, "What does it take to define your brand experience”,Vincent talked about the various ways companies both big and small striveto separate themselves from direct competitors. Some of Vincent's argument involved highlevel concepts like commitmentby company leadership and courting "buy in" from employees throughoutcompanies. But some of his more important ideas involved customers. "The brand’s purpose is not defined by what you do for your customers,"Vincent writes. "It is defined by why what you do matters to yourcustomers."
1 2 3 4 5
QUICK NEWSLETTERSURVEY
Would you recommend thisnewsletter?
Nope
Forsure
CONGRATULATIONS TOOUR TEAM
Every month, we celebrate thedesigners whose work scores thehighest impressions on Instagram.This time, Jayvardhan Tayadewon for embroidery digitizing andJagan Kesarkar won for vectorartwork. Keep up the great work,team!
NOTABLE QUOTES
Taking a different angle, Bruce Henderson, a contributor to Chief Marketerbusiness network, writes that brand experience is more about deliveringideas, knowhow and even useful information about how to use products orservices in terms of how they benefits users. This is especially importantwith businesses engaged in B2B markets. In particular, Henderson saysthat brands that can physically engage customers via trade shows orexperiential marketing and events do best. "Most events offer prolonged interaction with a brand, its people, productsand/or services. As such, they are a valuable tool to build brand affinity bydeepening people’s exposure to — and relationship with — the brand." As a partner to thousands of promotional products distributors anddecorators that serve small and mediumsized businesses (SMBs), IdeaCustom Solutions can vouch for the fact that trade show and eventmarketing works for many companies. But the means by which yourcustomers make contact with their audiences — and ultimately thecustomers who choose to do business with them — might be lessimportant than the contacts themselves. Getting Personal Without going into certain industryspecific marketing tactics such asloyalty and rewards programs or more futuristic ideas about virtual realitytechnology, it appears that building useful brands for customers involvesmore personal approaches versus a onesizefitsall mindset. Recently, a craft brewer in the Pacific Northwest decided it was time torebrand and spiff up its packaging. But it didn't stop there. Pyramid Brewing introduced a summery Outburst Citrus IPA not just forthe warm season but to complement its yearround lineup. It coupled thenew product launch with a colorful set of cans and box packing as anintegrated "invigorated brand aesthetic and experience", while alsorevamping digital channels including its website and social media. More importantly, Pyramid started a campaign called "Find Your Pyramid"to engage beer lovers. The campaign, plugged on social media, called ontheir loyal customers and curious beer drinkers unfamiliar with the brand'sgreat brews "to share their adventures from across the Northwest" byposting photos of them drinking Pyramid beers with a #FindYourPyramidhashtag. While getting customers to enjoy their beers, Pyramid also in turnis turning the volume way up on their rebrand efforts. Customers’ Voices and Listening Forbes just revisited the topic of branding and the customer experience inan April post. Contributor and bestselling business author Step Hykenwrites that building a meaningful (and profitable) connection withcustomers begins and ends with listening. "Brands that listen well respond by doing something with the information.Their response isn’t in words; it’s in taking action on what they “hear.” Similar to what Pyramid Brewing demonstrated through its#FindYourPyramid marketing campaign, Hyken reinforces the value ofcalling on customers to share their stories. He also writes that, by listening
to their clients, your customers will increase their clients’ spending whilealso reinforcing longterm retention. Companies can also build brandambassadors. "When you make customers happy, they talk to their friends, familymembers and colleagues. This is amplified through social media," Hykenadds. "Positive feedback should be shared on websites, brochures, andmore. It can be some of your best marketing!" Certainly companies come in all different kinds, each with differentapproaches to engaging clients. But don't forget to leverage the expertiseof an experienced partner throughout the process of helping yourcustomers to engage their audiences.
SUNNY WEATHER: THE RACE IS ON!
Promotional products are more than just afterthesale reminderadvertising. Likewise, they are more than another version of businesscards with names and phone numbers imprinted on pens or magnets. For many of our thousands of distributor and decorator customers whoserve other businesses, promotional products and wearables are a verytangible part of the comprehensive marketing campaigns they develop. Nomatter whether they are supporting restaurants, auto body shops, lawfirms or colleges, studies by the Advertising Specialty Institute (ASI) andothers show that promotional products fit right in with brand building. In certain sectors of business, trade shows and industry conferences arethe best way to connect with existing and new customers. B2Borganizations like parts manufacturers, petrochemicals firms and evenhospitality and commercial real estate firms rely on forums that bringbusinesses together. But for many more types of companies, such as those that can serve otherbusinesses and consumers, public events that take place outdoors can beone way to drive new revenue and market through products andgiveaways. Fitness, Fests, Fun Last week, ASI dispatched a web exclusive from the front lines inPhiladelphia, where 40,000 diehard runners and jogging hobbyistschanneled their inner Rocky Balboa on a Sunday morning for the 38thannual Broad Street Run, a race sponsored by health insurance providerBlue Cross Blue Shield. Runners trekked ten miles from North Philly down to the old Navy Yard,and around residential neighborhoods, "cheered by signholding, belljingling friends and family along the way." Put another way, ASI pointed out that this tenmile race wasn't just anevent for runners and banner companies to grab headlines with theirnaming sponsorships. The Broad Street Run was also ten miles ofbranded promotional products for small and mediumsized businesses(SMBs) targeting current and future customers. Spring and Summer Specialties
EMPLOYEE SPOTLIGHT
There are definitely some categories of promotional products that are abetter fit in warmer months and also whet peoples' appetites for theoutdoors. Some are obvious, like sunglasses, Frisbees, beach towels andoutdoor wearables, all of which are easily imprinted or embroidered withcompanies’ logos. Spring and summer toys, hats and accessories are great for trade showsand outdoor events. They not only bring people to booths or popupdisplays, they let businesses put their brand in consumers’ hands. Likewise, spring and summer get people thinking about food. We'vewritten about the trend of SMBs warming up to summer with barbecue andoutdoor grill products, including everything from branded aprons, mitts andspatulas to spice and rub sets. Another great way for SMBs to tap into sun and fun is with shirts and lightouterwear. In December, ASI wrote a story about how promo productsdistributors could advise their customers to prepare for seasons aheadand summer sun with "9 Perfect Polos". Whether your customers target the cuttingedge or the more conservativeand preppy, in 2017 the shortsleeved, collared wearable can appeal toanyone pining for golf courses or tennis courts, as well as the nonsportypeople looking for comfortable summer wear. Active clothing is another great means for SMBs to get their brands out inthe open when worn by employees who are part of company "beer league"softball teams or simply out for walks in the park. Whatever gets your customers excited about sun and warm weather,remember that having a great graphics partner can help you decorateproducts from wearables to hard goods. Our embroidery digitizing andvector artwork (as well as custom creative logo design), are top quality,fast and reliable. That’s why Idea Custom Solutions can help you ease intosummer — and summer sales!
RELATIONSHIP BUILDING: STILL IMPORTANT INTHE DIGITAL AGE
We all know that, in the digital age, communication has become mucheasier and more immediate. In just a few minutes, you can fire off an emailto check in with a customer. Sometimes, if you have a personalrelationship with folks who do business with you, just a text will suffice. But what is also true is that easy internet access and smartphones canresult in communications becoming detached and impersonal. Not Just Numbers Accounting professionals are perhaps known more for crunching numbersand financial expertise than anything else. Taking a deeper look beyondthe tax questions and IRS forms, it turns out that CPA and smallindependent accounting firms tend to be very intimate with their clients’personal finances. A contributor to AccountingWeb, Nastassja Tejada,says that a building a close relationship with clients is ultimately whatmakes things work between clients and firms. She says, "If you show your clients that you are dependable, available,
Arun BhanuseUnit Production Specialist, OrderEntry Team Back in the summer of 2012, Arunstarted his career with Idea CustomSolutions as a junior data analyst.With hard work and the guidance ofhis managers, he was promoted tohis current role. On a typical day,he says, “I like to learn somethingnew. And whatever I do I try to givemy 100%.” When he first started, Arun wasvery shy and afraid to face newchallenges. But he gradually gotmore comfortable and startedperforming well. He tells us, “Now Iaccept the challenges and amgiving my best efforts in allassigned tasks.” Ultimately, hewould like to be known as a goodmentor who enhances the skills ofteam members. About Idea Custom Solutions, hethinks employees should know:“Dedication and hardwork is thekey to success and give us thechance to grow. Also, I believewhatever level of perfection oneachieves there is always room forimprovement.” He got married in 2016 and spendsmost of his free time with familymembers. Arun’s favorite activity iscooking and he often experimentswith recipes. Otherwise, he enjoyswatching movies and inspiringvideos. For sports, his passion iscricket.
and personally invested in their business, they will feel more comfortableapproaching you for business advice." Certainly Tejada puts her recommendations on relationships within thecontext of the accounting business. But her emphasis underscores theimportance of good working relationships, especially when it comes togathering detailed and often personal information from clients in order toproperly serve them. Another unlikely crowd that cherishes relationships as a means to growingbusiness is in the insurance business. The summer before last, we talkedin our blog about insurance agents. Despite some stereotypes seen infilms like “Groundhog Day” and a few Woody Allen films, insurance folksare as entrepreneurial as any other pros. This is probably why one publication called Insurance Journal speaks sohighly of the idea that insurance agents, similar to big businesses andentrepreneurs, build relationships first. Most importantly, buildingconsistency and a friendly familiarity with the customer is paramount.Insurance Journal contributor Tom Wetzel writes that doing so eliminatesthe impersonal transactional feel that can torpedo business. Quotingbusiness author Brian Appleton, Wetlzel illustrates that the size of thecompany or brand doesn't matter much when it's all done right. “Everything you do . . . needs to look and feel the same — it’s your brand.Why do people buy from McDonald’s? Consistency. Everything from theircups and napkins to their golden fries and Big Mac with special saucebrings about an emotion that says you can trust them. You know what youare getting, whether you go to one in Chicago or Los Angeles.” So if professionals who talk to their customers about things such as costaccounting, tax returns and insurance coverage consider masteringrelationships with small and mediumsized businesses (SMBs), to beessential, so should you. Story Time Yes, relationships will accomplish much more than helping you collectinformation and understand your customers' needs. Another school ofthought is that building relationships builds your brand and your reputation,especially with SMBs, who tend to make referrals by wordofmouth. Others think that being closer with your customers allows you to do twovery important things. The first is being a connector. "Not every person you meet will be a prospective client or businessopportunity," writes Claudia MollerupMadsen for the Houston BusinessJournal. She goes on to say that the fact every prospect may not be an idealcustomer initially, "doesn’t make their relationship with you any lessvaluable. Uncover people’s undisclosed needs and concerns; then teachthem how you can help." The second thing that a closer relationship lets you do is tell your story,both as a person and as a business. "If you want to be remembered," MollerupMadsen adds, "you need to find
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Someday, Arun would like to learnto speak French. If he gets thechance, he would also complete hismaster’s degree.
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Ranking 20 coolestpieces of 2018#PromoProducts for#MLB fans: socks, flipflops, boat shoes.https://goo.gl/KGfvYw
Tips on making your#golf #marketing ideas aholeinone.#PromoProducts a must.https://goo.gl/vbAZKN
Why it is cool to work atTesla? Great benefits,coffee, free food and#PromoProducts.https://goo.gl/pTQ8Ci
LinkedIn's Top 50Companies for talent.Perks, branded#PromoProducts are allpart of welcomes.https://goo.gl/QqFIJC
The #vintage look ispopular and@ASICentral has 5 easytips for screen printing#wearables.https://goo.gl/lRUQz6
Spokane, Washington#rebrands to rework itsreputation as "creative,natural and enterprising".https://goo.gl/fBcnFz
Hawaiian Airlineslaunches a #rebrand tocourt travelers lookingfor beautiful destinations.https://goo.gl/th5p7i
Upcoming film JurassicWorld 2 takes a page ofout the stone age for itsnew #logo. Maybe!https://goo.gl/RyDcfx
New Zealand Rugby, theAllblacks, have a new#logo. Fans of theworld's biggest team arefickle.https://goo.gl/rhx1HR
Affiliation with the NY@Yankees is a start but
common ground with the people you meet — and the most effective wayto do that is to tell a relatable or unique story." Just Do It Thinking about the value that relationships provide for both customers andservice providers, the possibilities for growing your business with peoplewho consider you their friend are great. Moreover, the means by which youincrease contact and familiarity are less blackandwhite and more a facetof you, your business and your sector. For some, a simple approach might be dropping by inperson morefrequently, or perhaps calling ahead first! For other SMB clients that wantmore attention, a quarterly lunch might be effective. Others might love toknow about your next event, or have you visit their booth at their upcomingtrade show. And, if you know your customer likes to get out of the office, an occasionaltrip to the golf course might be just the thing! If you need graphic design and production in serving your customers, westand by ready to help with the best in embroidery digitizing, vectorartwork, custom logo design, image editing and more. If not, we just happyto be an informative resource that you tap in trying to build your successfulbusiness.
Embroidery Digitizing
Vector Artwork
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its broadcast channelrolls out baseballimagery.https://goo.gl/VsjuL4
Innovative #SMBs in theUK find "print is stillking", offering places toshow creative #logos.https://goo.gl/sqafLe
Delaware's beaches luretourists. Print #brochuresand #MarketingCollateralalso drive visits.https://goo.gl/U7m8IE
CLIENTS ARE RAVING
“ I just wanted to let you knowthat our customer is extremelyhappy with this design. She didnot expect it to turn out thiswell. Thank you for doing sucha great job on this difficultdesign and for making ourcustomer very happy. ” Major supplier client of IdeaCustom Solutions
“ Keep sending all of theexcellent newsletters and info.All of it has been tremendouslyuseful and helpful! ” Idea Custom Solutionscustomer
“ This is great info! ” Idea Custom Solutionscustomer
“ I tried Idea Custom Solutions forthe first time and the file wasnot correct, but it was fixed veryquickly. I’m happy! ” Idea Custom Solutionscustomer
If you have any designs created by our team that you would liketo share in this newsletter, send them to us [email protected]
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