Brand experiences must work on 'molecular level'

Date: 20/04/2010

Businesses hoping to carry out a successful brand experience without ground work on the smallest of issues will likely run into a lot of trouble, according to an expert.

Michelle Stockman, an entrepreneurship developer from Arkansas, told The City Wire that as soon as a business identifies what they are branding, the next step is to make sure they create a visual representation of the product or service, incorporating logo design and packaging.

This whole process should be accompanied by people assessing the consumer experience to understand the ways consumers will see the company.

Mr Stockman continued: "Then visually address what you want the consumer to see through your brand. Museums have become experts in creating consumer visual experiences through consistent branding of the museum."

Other questions worth asking include what the customer will see visually, the kind of experience the company wants the customer to have and what such firms want these people to remember.

Ray Jones, the head of communications and external affairs at the Chartered Institute of Marketing, recently asserted that both small and large businesses need to understand the key role that marketing plays in terms of stimulating growth.

Posted by James Yorke ADNFCR-2060-ID-19732003-ADNFCR