Branding 101 – Create Experiences

The way business works has been slowly changing. Business use to be just about selling your product or service. Today business is becoming more about delivering your customers experiences. You should start to consider your target market and work on developing memorable experiences that you can deliver to your customer.

I recently purchased an iPhone. The packaging for it was high quality and visually appealing like most Apple products. When I opened the package the experience was like getting an expensive new toy. The total experience from purchase to now use has been seamless.

To create experiences for your customers look at other industries for inspiration. Apple does the following…

• Always think your selling an experience and not a product or service.
• Make your web site a tool and not a brochure.
• Ensure your business is transparent to customers.
• Think about the end goal of what it is your selling and design experiences around it.

Another good example of creating experiences locally is the Running Room. They sell running shoes. There are tons of stores that sell running shoes. The Running Room created an experience for after purchase which allows you to join their community of local runners.

What company do you feel does the best job at selling experiences and not products or services?

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Related Topics:
Branding 101 – Example
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Weekend Projects: Creating a Marketing Plan
Branding 101 – Choosing a Business Name
Branding 101 – The Law of Consistency

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