Psychology + Brand
A brand is so much more than just a logo…
It’s all the people that work for that brand, all the people that buy from that brand, all the people that created and now represent that brand; all the personalities, experiences and shared goals of those that interact with that brand. Basically, what I’m saying is it’s big, REALLY BIG. Managing a brand requires objectivity, awareness and a deep understanding of others. It’s a constant flow between creative and analytical thinking, an internal and external understanding of the cause and effect relationship between a “brand” and its “experience.”
Brand experiences are shaped, shared and nurtured collectively. This is why we explore the who, how, why, and what of every real and potential touchpoint, interaction and relationship within a brand.
So what makes up a Smart Brand experience …
As business owners, we spend a lot of time focusing on our business strategy. Everything from operations to human resources to financial planning, but we rarely spend time on why people should care. I know, seems like a harsh question, but it’s true! We often don’t dedicate time to figuring out why customers actually choose us. But, if we continue to ask ourselves why, we’ll eventually get to the core of what we’re doing and why we’re doing it, our ultimate motivator, and that is where your brand strategy lives.
That’s your brand story.
Your User Experience (UX) captures your customer’s tangible interactions. What they know to be true through a direct action.
Your Customer Experience (CX) captures your customers “bigger picture.” All the ways they’ve directly engaged with your brand.
Your Brand Experience (BX) gives meaning to what your customer’s want to become through your brand. Everything it means for them to be a part of your brand community, your tribe.
Every experience within a brand builds onto the next and here’s how:
How the S.M.A.R.T Brand Method™️ builds meaningful brand experiences…
01.
Simple
It all starts with active listening and research. Learning as much as I can about your brand, your process, and your audience is key to finding the through line of simplicity.
02.
Mindful
As a fellow entrepreneur, I know how personal your brand story can be. Understanding how you got here, what motivates you, your passion, etc.; are all part of building your brand, your team and your future.
03.
Authentic
We all know confidence comes from being your truest self. Learning to see your brand as human, is the best way to align your team's values with that of your brand and truly create a powerful bond between your purpose and your audience.
04.
Relatable
Brands and people aren’t that different. Much like us, they are expected to be relatable, approachable and likable to the right audience. You’re not for everyone and that’s ok, it’s actually preferred in branding and I’ll show you why.
05.
Transformative
Great brands transform their customers. They build loyalty, trust and value in a way that makes their customers see the brand as an extension of their identity. Your customer should be challenged, entertained and delighted throughout the brand experience.
Ok, so now you know the why and what… Next, let me show you how it works.
How a SMART Brand experience works …
Every touchpoint of your brand is an opportunity to share your story. Your customers will help you write it, you just have to give them the opportunity to lead the way. You’ll start to uncover patterns in their behavior (analytical) and start to incorporate them into your brand (creative). The fact is, we can’t tell our customers how to “experience” us, we have to simply show them who we are and hope they like us back. Sound familiar? Oh, if only it were as simple as shouting it from the rooftops…
How the process works…
As your strategic creative partner, I collaborate and lead your team through a discovery process that identifies and defines your brand's unique position within the S.M.A.R.T Brand Method™.
My ultimate goal is to help you understand and grow the meaning of your brand. Through this multi-level, brand strategy process, we will identify and define your unique approach, uncover your truest self and shape your ownable space in today’s market. Using a collection of workshop style exercises and short but thoughtful brand exploration tactics, we’ll work through processes, strategies, and frameworks that will give you the tools you need to create a brand that matters not only to you but to those who buy from you.
And I offer three ways to do this …
01.
Workshop
Are you an established brand experiencing change in your market or culture?
We’ll spend 1-2 days workshopping your brand in-person, in your office or in a collaborative space to uncover the details of your brand, your team and your culture.
*virtual options are available
02.
Event
Are you an educator, a start-up incubator, or content curator for an event space?
We can host an in-person brand event for individual business owners to both inform and workshop their brand ideas.
03.
Program
Are you an individual business owner looking to understand your brand?
This video-based DIY program walks you through the S.M.A.R.T Brand Method™️ in a personalized way. You’ll have time to work through each exercise at your own pace.
