KQ Article

Remember the ‘80s? Back then, we believed our image could be purchased, and the standout brands helped us do so. Whether we desired the “Jordache look” or The Gap’s casual cool, our readymade persona was just a retail transaction away.

With the 1990s came a collective desire to define  ourselves in a deeper way, beyond brand labels alone. Branded experiences became all the rage. The exceptional brands were those that created a desirable context for us in the world. Starbucks meant more than coffee, Disney more than animated films. REI gave us in-store walls to rappel. Instead of merely hawking products, these landmark brands embraced lifestyles. They gave us somewhere to go to express who we were.

Today, many people require moral accountability from their branded experiences. The companies these consumers choose must show their dedication to a purpose beyond profits alone. Whether that higher purpose is philanthropy, environmental stewardship or some other aim, it must connect with consumers’ values, so these individuals can feel good about their affiliation with the brand.

From this perspective, brand has everything to do with the customer experience. Customer perception shapes your brand far more than any logo, trademark, visual system or other internal initiative could achieve. It pays to ensure that the experience you offer attends to the dynamic individual and collective preferences that prevail. Will you be able to adapt your customer experience to the next stage of societal progression?

Keeping your brand on pace will reward you with greater loyal, deepens customers relationships.

It also keeps your story fresh and compelling in a crowded marketplace.

_{© 2012 Deluxe Enterprise Operations, Inc.}