How does one create shareable brand experiences?
For the longest time, consistency was the name of the game when it came to the success of a brand.
Let’s say you owned several branches – you would want all of those branches to deliver the same customer experience to generate that air of consistency and reliability.
Nowadays, things seem to have shifted towards a more customized, location-centric styles.
Brands are now challenging the conventional notions of marketing success due to evolving consumer preferences.
They are giving less importance to brand consistency and instead, are opting for hyper-local, shareable brand experiences.
Could this disruptive, “I’m my own brand” style of marketing be the new “consistency”?
Brands are using disruptions to their advantage, whether they’re subtle or obvious, and at any budget level. They’re transforming their products, packaging, and events into interactive and shareable brand extensions.
In today’s digital and social landscape, successful campaigns may be determined by how disruptive, a.k.a. “shareable” the experience is.
However, disruption also creates a divide. This poses a challenge for marketers at established organizations, as traditional expectations and performance metrics hinder investment in engaging consumer touchpoints.
The challenge is this: how do you, as a business owner, make use of these shareable brand experiences to boost your brand?
Here are some tips.
Develop A Strong Brand Identity
A strong brand identity is essential to creating a shareable brand experience.
You want your brand to be easily recognizable and memorable, with a distinct visual and verbal identity.
Build A Community
Build a community of loyal followers who share your brand values and are passionate about your products or services. This can be done through social media, events, and other channels.
Create Engaging Content
Create content that resonates with your audience, whether it’s informative, entertaining, or inspiring.
This can be in the form of blog posts, videos, social media posts, or any other format that works for your brand.
Encourage User-generated Content
Encourage your followers to create content related to your brand and share it on social media.
This can be done through contests, hashtags, or other incentives.
Focus On Experiences
Create experiences that your followers will love and want to share with others. This can be in the form of events, pop-up shops, or any other experience that aligns with your brand.
Finally, be authentic in all your branding efforts. People want to connect with brands that are honest, transparent, and genuine.
This will help build trust with your audience and encourage them to share your brand with others.
Creating shareable brand experiences might appear to be experimental, but they have proven to be very effective in today’s market conditions.
Today’s business owners and professionals are rethinking their approach to marketing campaigns and the metrics they prioritize.
While sticking to traditional methods may feel like the safer choice, the landscape of brand marketing is shifting, and ignoring this fact could lead to the same fate that many established retailers have faced in recent years.
It may be daunting to let go of reliable measures of success and return on investment, but failing to break out of comfort zones and disrupt marketing plans could result in losing savvy consumers to more innovative competitors.
To ensure success, it’s crucial to shift the focus to how deeply the consumer is impacted and the amount of shared social content generated as a result.
Shared content is particularly important because it means consumers are engaging with the brand enough to become advocates, effectively contributing to the marketing efforts.
Therefore, it’s time to redefine success and prioritize creating memorable experiences that drive social sharing.