{"id":8738,"date":"2021-03-01T16:23:06","date_gmt":"2021-03-01T19:23:06","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=8738"},"modified":"2024-07-03T14:17:15","modified_gmt":"2024-07-03T17:17:15","slug":"brand-moments-construindo-uma-experiencia-memoravel","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2021\/03\/01\/brand-moments-construindo-uma-experiencia-memoravel\/","title":{"rendered":"BRAND MOMENTS: BUILDING A MEMORABLE EXPERIENCE"},"content":{"rendered":"

More than one tagline, The brand is, does, and speaks.<\/strong> We believe that a branding project needs to align brand, business, and communication. In this article, I want to focus on the "doing" of the brand, a fundamental keyword for building value in today's world, differentiating yourself in the market, and building lasting and healthy relationships with your customers.<\/p>\n\n\n\n

\u201c"Doing" is all about experience, that is, what involves people's feelings, emotions, and passions. Do you remember the last time you used a product or hired a service and felt truly delighted, even wanting to share that feeling with your friends? If there was a moment of delight, then you can be sure there was a team working to ensure that moment existed.<\/p>\n\n\n\n

Creating memorable experiences should be one of an organization's main goals because it's an opportunity to truly become part of people's lives. Furthermore, it's through experience that value is exchanged. We can even say that financial transactions are a consequence of a well-constructed experience.<\/p>\n\n\n\n

However, not everyone takes this seriously. While 80% of companies believe they have a good customer experience, only 8% of those companies' consumers share the same view.<\/strong><\/a> Another search<\/strong><\/a> It indicates that if just 81% of consumers share a negative experience with a brand on their social networks, 47% of them will stop consuming that brand because it has negative reviews or a low online reputation.<\/p>\n\n\n\n

The truth is that investing in experience pays off. According to some Forbes data, companies with a customer experience mindset generate 4 to 81% higher revenue compared to their competitors; 84% of companies working to improve their experiences report increased revenue, and companies with initiatives to improve customer experience see an average increase in employee engagement of 20%. Investing in memorable experiences makes a difference for the business, for its customers, and for its internal audience. Everyone wins.<\/p>\n\n\n\n

Results like these aren't achieved based solely on intuition. It takes strategy, method, a deep understanding of the consumer and the market, and a good dose of boldness, innovation, and creativity to positively surprise your audience.<\/p>\n\n\n\n

So, to build experiences with memorable moments, the first step is to focus on people. With empathy as a fundamental point, we must understand users in depth, because that's how we connect with their values, desires, and needs, creating a journey that surprises. Next, we move on to mapping the journey to recreate it in a way that eliminates friction. A journey without headaches is what guarantees a healthy and continuous relationship with your customer. Finally, we arrive at the "brand moments," the brand moments that will make all the difference in the experience.<\/p>\n\n\n\n

There are various types of brand moments. The work The Power of Moments<\/strong><\/a>, The book by Chip Heath and Dan Heath addresses some of these key moments for brands, which are already quite prominent in the market. Personally, I believe that brand moments should always be created both to reinforce brand building, its differentiators, personality, and value proposition, and to delight the user.<\/p>\n\n\n\n

Therefore, it's important to understand that brand moments are not detached from the brand and the world. On the contrary, they are built at the intersection between the persona and what is valued by them (their job to be done<\/em>), between the market vision for building differentiation and the branding drivers, reinforcing the strategic commitment to the project.<\/p>\n\n\n\n

In practice\u2026<\/strong><\/p>\n\n\n\n

At the agency, we're working with a client in the financial market who presented us with the following challenge: to bring brand differentiators to an experience that is already well-regarded by its audiences. In the sprint we organized to create the brand moments, we started by looking at their current customer journey, identifying opportunities to create brand moments. Next, we moved to the ideation phase, where the agency team and the client team worked together and came up with 11 possible projects.<\/p>\n\n\n\n

For each of these projects, we investigated the value it would bring to the business and users, as well as performance indicators, potential return, effort, and urgency. All projects were evaluated in relation to the current and ideal customer journey. Finally, after a lot of hands-on work, we reached the crucial stage of the sprint: defining which of these projects would be transformed into potential brand moments. We opened it up for voting and, out of 11 proposals, we selected 3 that met the client's challenge requirements.<\/p>\n\n\n\n

As I mentioned before, memorable experiences aren't created based on intuition. There's a lot of strategy behind the delivery, and to achieve brand moments \u2013 those that delight and make a difference in the user journey \u2013 there are methods, tests, and, above all, the ability to listen to and understand others, valuing ideas that came from the group, recognizing the value of a proposal, even if it didn't originate from you. It's from this pool of ideas and projects that your brand's brand moments originate.<\/p>\n\n\n\n

To conclude, I'll leave you with three guidelines for creating memorable experiences:<\/p>\n\n\n\n