Investors are betting on your future earnings. This is your customer capital. Your customers are in the pilot s seat. They control the future of your business, both its course and its value. By establishing and sustaining a strong customer experience that your customers love.
Customer loyalty is rooted in experiences.
There s a lot more to branding than a logo or a consistent graphical treatment. Your customer s experience with your brand includes how that customer feels when he is in your brand s presence, whether he s on the phone with you, in your physical storefront, on your Web site, reading an e-mail you sent, or using your product. These are the eight key ingredients that seem to constitute the secret sauce for the companies that are doing a good job in navigating the customer economy. Whether you re creating a brand identity from scratch or creating a branded experience to complement an existing brand, you need to start with a strong brand identity that customers can identify with. That means that your brand identity needs to have a personality as well as a core brand idea.