Building Brand Experiences: Food for Thought
This article was sent in by Blueboat | Educate Plus Strategic Partner & VIC/TAS Chapter Partner
Think about your favourite restaurant.
Undoubtedly, it’s more than the food that you like.
It’s the sign out the front. It’s what you can smell as you open the door. It’s the music you hear as someone shows you to your seat. It’s what’s on the table when you sit down. It’s how the menu is presented – is it a handwritten blackboard or a leather-bound booklet? It’s asking your waiter what a fancy ingredient is (locally foraged samphire anyone?!) and it’s how they make you feel when they answer.
It’s all these things and more – before you’ve even ordered your meal.
Your favourite restaurant is a thoughtfully curated, immersive experience.
And based on your experience, you’ll either spread the word and become its ambassador, or you’ll disengage and simply choose somewhere else for dinner next time.
Now let’s think about your school or organisation’s brand.
Just like a restaurant, your brand has many different touchpoints which all contribute to creating a unique experience for its audience. By considering how your brand is represented across the full spectrum of interactions, you can create an experience which resonates authentically with your community.
Consider these tips:
Know your community.
There’s no market for a burger at a vegan restaurant. Understanding your audiences’ needs and wants is the first step in effective brand communication.
Consistency is key.
It wouldn’t be your favourite dish if it tasted different every time you ordered it. Your audience needs to be able to recognise your brand from afar – so maintaining consistency is crucial.
Quality over quantity.
An overly long menu doesn’t guarantee anything except an overwhelmed customer. Brands don’t need to be complicated. Focus on the key elements that define your brand and do them brilliantly.
Leave room for creativity.
The chef’s special at a trusted venue is always worth a try – so too can there be room to play within your brand framework. Partnering with a creative agency is a great way to introduce fresh interpretations for specific campaigns and programs which warrant a bespoke approach.
Be open to evolution.
The best brands – like the best restaurants – pay attention to how they are received. Listening to feedback and growing with your audience is the best way to keep your brand relevant.
All brands have the potential to create a truly unique, authentic, immersive experience for their audiences, which in turn builds loyalty and increases engagement.
By reframing your school or organisation’s brand as your favourite restaurant you may be surprised at the potential you uncover.
To find out more about how Blueboat can help you, contact sail@blueboat.com.au or call 03 9824 1155
