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The Most Important Ingredient For A Great Brand Experience

January 26, 2021

Businessman talking little spinning buzzsaws coming out of his mouth irritated woman listener is looking up words in buzzword dictionaryblank vertical space, 24 pixels highYes, friends, it’s true: I was one of the contributors to an article titled, “25 Branding Experts Reveal the Most Important Ingredients for Creating a Great Brand Experience.”blank vertical space, 16 pixels high

I just reread the article, and some of the named ingredients are sure to make you groan.blank vertical space, 16 pixels high

Here we go: Synergy, authenticity, cohesiveness, consistency, emotion, empathy, usability, customer centricity…blank vertical space, 24 pixels high

Buzzwords.blank vertical space, 16 pixels high

And you’ve heard ’em all before, right?blank vertical space, 16 pixels high

What do they actually mean? I’m never quite sure. They’re almost interchangeable.blank vertical space, 24 pixels high

OK, since I’m poking fun at other people’s “ingredients,” what did the the great branding expert Mark Armstrong
have to say?blank vertical space, 16 pixels high

Are you ready for this?blank vertical space, 16 pixels high

My answer was: “Being human.”blank vertical space, 16 pixels high

Which, of course, sounds like the dumbest, most inane and unhelpful answer of all.blank vertical space, 16 pixels high

I was well aware of that, however, and tried to explain what I meant, as follows. blank vertical space, 24 pixels high

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blank vertical space, 16 pixels highBeing human. I know that sounds trite, but it encompasses so much that’s essential to a brand’s success.blank vertical space, 24 pixels high

1. For starters: steer clear of buzzwords and jargon. It makes you sound pretentious and unapproachable.blank vertical space, 16 pixels high

It also inhibits communication because who wants to admit their ignorance and risk looking foolish by asking, “What the heck does that mean??”blank vertical space, 24 pixels high

2. Employ humor, especially self-deprecating humor. It humanizes a brand, and helps people relax and drop the shields we all put up against 24/7 marketing.blank vertical space, 16 pixels high

You don’t have to tell jokes or be a professional comedian. Humor can be as simple as a ready smile and a twinkle in your eye. It makes you likable, and it’s so much easier to do business with people you like.blank vertical space, 24 pixels high

3. You’re being human when your website is inviting and uncluttered, with smiling photos of you and your staff, an about page, FAQs, testimonials that vouch for your humanity and good service, and easy-to-find contact info.blank vertical space, 24 pixels high

4. And when you’re being human, there are some things you don’t do.blank vertical space, 16 pixels high

You don’t connect with people and immediately hit them with a sales pitch, and you don’t surprise people with hidden fees or by doing things without consulting them.blank vertical space, 24 pixels high

5. Being human is all about treating people right.blank vertical space, 16 pixels high

It means keeping them informed, admitting mistakes and making things right, going the extra mile, and following up.blank vertical space, 16 pixels high

All those things create trust and help deliver a great brand experience.
blank vertical space, 16 pixels high

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About Mark: I’m an illustrator specializing in humor, editorial, branding, social media, and content marketing. My images are different, like your brand needs to be.blank vertical space, 16 pixels high

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.blank vertical space, 16 pixels high

Questions? Send me an email.blank vertical space, 40 pixels highRecommendation testimonial for Mark Armstrong Illustration from Luke Burgis author of Wanting: Power of Mimetic Desire in Everyday Life entrepreneur in residence Catholic University America
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