In this podcast, Susan Hamilton and Ethan Beute discuss brand psychology and how your breakfast cereal makes you feel about yourself.
Much like having a relationship with another human, a lot of it is about how that other party makes you feel about yourself. Or how you are able to see yourself via that other party.’
You know, I think the customer experience is very much about the relationship that you are building with your customer. In fact, I often define the brand as the actual relationship, and the experience is an important part of that. And the relationship can be on many platforms, and many formats, but it’s that feeling that you have when you’re connecting to the brand, the product, to the people that are involved, and I think that’s the most important thing about your company and your brand, is that relationship that you’re building.
So, I think it’s really interesting and truly goes beyond what we, as humans, traditionally think of as relationship between person and person, and I think what really drew me into branding actually, coming out of a pure strategy background, was seeing how people had these really intimate personal relationships with brands where they didn’t have connections with people. You know, it wasn’t a retail situation it was cornflakes! Right? It was a product where they had never met any of the people that worked for that company, personally interacted with any of those people, but they had an actual relationship with that product that made them feel a certain way, that made them loyal to that product, that made them, you know when social media became more vibrant, that made them want to engage with that product, and I remember thinking in the early days of Facebook, how poetic it was that people were friending brands on Facebook. And I thought that was such a nice metaphor for that relationship that people have between themselves and those products, before you even get to the people in customer service, or the retail environment.
Points of discussion include:
- The relationship between brand and customer experience
- What people are really afraid of about creativity
- The pervasive contempt of design as a waste of time
Listen to the full podcast, From Cornflakes to Customer Experience, It’s All About Brand, on CustomerExperience.com.
Susan Meier was recently interviewed on the Expert Insight Interview where she shared her expertise in brand strategy building.
The world is rapidly changing, and many things are being disrupted or reinvented. While various activities are paused at the moment, it’s the perfect time to reflect on your business and brand. It is the first step on the road to finding the right strategy and determining the place of your brand in that new environment. Reflect on every aspect of your business, from your team, products, and offers to its purpose, values, and uniqueness. Think about what your brand stands for and what you want it to stand for, so you can assess what kind of future you want.
This interview includes points on:
- Brand reflection
- Audience assessment
- Building brands with promise
Watch the full interview, How to Build a Brand with Promise, on the SalesPop website.
Susan Meier was recently interviewed on The Growth Zone where she shared her expertise on good branding strategies and how to upscale brand visibility.
Brands of all kinds are seeing a huge need to rethink and reinvent in the new context we’re faced with. The game has changed, but the basic rules remain the same.
I encourage people to step back from that (social media), before you build your platform and presence, you need to think about who you are and what’s going to be really interesting and meaningful for the customers you serve. So I encourage my clients and those entrepreneurs and small businesses that I advise to start thinking about themselves. So often, myself included, we start with the products or service is, we know what it is we have to offer, but around lies three different things, the way that I see it: who you are as an individual and what you bring to the table, what is that DNA, what are your core values, dig into your specific identity so that you discover the origin story before you dive into your products and services. That’s going to start the process of understanding what really makes you different.
Points discussed include:
- The myths about creativity that hold us back
- What makes a good branding strategy?
- How can the creative part of branding stay on track?
- What are Susan’s tips to scaling one’s brand visibility?
Listen to the podcast, What makes a good branding strategy?, on The Growth Zone.