Search

The Game Changer

Consider the Game, Changed.

Category

Customer Experience

Sales Assistant With Credit Card Reader On Digital TabletWe’ve been inundated with brands since we could first recognize images and shapes. We’ve been surrounded by taglines and logos for most of our lives. Most small children can recite a company’s commercial jingle or tagline and even recognize it’s logo (golden arches, anyone?). But does these things THE brand? No, they are representatives of the brand. Logos, colors, taglines, characters are all elements of the brand that help consumers recognize the company they are interacting with or experiencing. It is not necessarily the brand itself.

The brand is the emotional response a consumer experiences when hearing the brand’s name. It is the memory that pops into their minds when passing by its store or seeing its ad while browsing online. It is something that is intangible. This is why companies are focused on ensuring their brands are well received, protected, and managed appropriately. One bad experience by a customer can officially taint the brand. It is much more difficult for a brand to regain a lost customer than it is for it capture a new one. All companies are aware that customer retention is what keeps their sales numbers up more than gaining new customers.

As of lately, companies have shifted their focus on to customer experience. Providing a total experience for the consumer at every touchpoint that the consumer interacts with the brand. This is how a brand ensures that the brand message received by the consumer is one that the brand itself has created and desires. It allows brands to be more in control of the ‘brand’ that consumers create for their company. Essentially, it sets the stage for the emotion, the mood, and the memory that the consumer experiences. From how customer service interacts with a customer to the feeling a person has when in-store. It’s what Disney has excelled at. From the moment you begin to interact with Disney, you start to live the experience of the brand they want you to have. Stepping into the park, the familiar characters walking around, the rides that are connected to the films/tv shows/stories. It is all created by Disney and experienced by the consumer. It is consistent. The ‘magical’ element is something Disney works hard to ensure each person experiences in their theme parks. That’s how a company controls its brand – uniformity in experience across each touchpoint.

For small businesses looking to truly set themselves a part from their competition, create a strategy that connects your company with the brand you desire. Create THAT experience. Give the consumer something special each time they connect with your brand. Be the generator of the emotional response they receive when interacting with your brand. That’s how you position yourself to be a force in your industry and gain the market you desire.

Sheena Hunt | CEO & Marketing Strategist | Empowered Strategy

Empowered Strategy is a boutique branding and marketing agency based in St. Louis, MO. We are focused on creating comprehensive strategies for brands that allow them to reach their consumers while remaining authentic to who they are as a company. We have a very unique focus in our business of being able to provide the African American experience in our strategies. What does that mean? We create strategies for brands that are looking to reach the urban and African American audience while remaining respectful of the culture and recognizing that neither group is a monolith or exists in a vacuum. We not only create strategies but will (if desired) work with a brand to implement each step of the strategy. We love branding. We love marketing. We believe in changing the game for a brand in its industry. Consider the game, changed.

 

Advertisements

T-Mobile Shaking Up the Mobile Telecom Industry

t-mobile logo

In late June, T-Mobile made an announcement that once again has shaken up how business is done in the mobile telecommunications industry. T-Mobile announced its new “JUMP! On Demand” program that will allow its customers to trade in their phone and get a new one with no money down up to 3 times a year. For the mobile user that always desire the latest gadget, this can be a dream come true.

T-Mobile essentially has brought the auto leasing program to telecommunications and I am certain their competitors are scrambling. Since the initial announcement of the Uncarrier in 2013, T-Mobile has done away with contracts, changed the pricing model on phones, and bought new customers out of their contracts with their former carriers. All of these actions are unprecedented in the world of mobile telecommunications.

CEO John Legere has turned T-Mobile around in the 3 years he’s been overseeing the company. Making drastic changes to how mobile operates, forcing his competitors to change, and increasing the number of T-Mobile subscribers by 1.1 million in just the 1st quarter of 2015. Forecasting 3.5 million new subscribers for 2015, T-Mobile is on pace to pass Sprint this year and find its place as #3 in the mobile telecommunications U.S. industry.

With the Uncarrier bringing about so many changes in the mobile telecommunications industry, the mobile user is coming out on top. No matter which carrier a user subscribes, all are seeing benefits with T-Mobile’s industry disruptions. With every new version of the Uncarrier comes a change in the other service providers business model, so sit back and take it in, mobile user. The best may just be yet to come.


Sheena Office photoSheena Hunt, CEO | Empowered Strategy

Twitter: @SheenaD1

Twitter: @EmpwrdStrategy

THE BRAND EXPERT: What are you missing?

Missing-Puzzle-Pieces-600x398
Branding is big, the days of hiding behind a logo are simply obsolete. In this vast ocean of business the people expect for you to “know” your skill set. Your value has to remain impeccable. It’s all about the authority that you have to own within the atmosphere of a group and as an individual that transcend the simple branding of yesterday.
IMG_4757

KEY COMPONENTS

1. MERIT: Give a clear and concise definition of what can be provided to your audience and customers.

~ What value do you consistently deliver?
~ THE AUDIENCE WANT SOLUTIONS, NOT PRODUCT OR SERVICE.
~ Transition from “feature” marketing, into the real domain of “benefits.”
~ Reframe your features to enhance the value base of the “merit” component.

2. INFLUENCE: Possessing expertise in your field does not automatically validate success. The questions would be:

~ What is the application process you are executing?
~ How is your knowledge shared to others?
~ If the awareness of you being an expert in a “set field” is not conveyed or    shared, then how will they know?
~ Are you communicating with others?
~ Are you launching/hosting workshops, webinars, informational with other complementary experts in your industry?

3. RECIPROCITY: This involves social media. Great conversations are never one-way conversations, so your messaging shouldn’t be either . Your help is needed, get out there and help others. You need to share other’s content. Comment on what they are saying and sharing. Give great feedback. Always answer the questions that are asked of you, and do so in a timely fashion. The importance of engaging and helping others is imperative to your longevity in the industry. You must at all time illuminate your skill set and expertise in the best light.

M.L. Hunt, COO – Empowered Strategy

mlhunt@empowered-strategy.com

Empowered Strategy is a branding and marketing firm based in St. Louis, MO that is focused on creating marketing strategies that are comprehensive and consumer-centric. Our main focus is customer experience and embedding it within the business plan. Marketing is not just a campaign, it’s the bridge between the consumer and the brand. We amplify the voice of the consumer by helping brands identify the path to success by listening to the consumers and creating personalized, engaging strategies that transform.

Blog at WordPress.com.

Up ↑