A challenging experience is able to linger on in our memories much longer than others are. And if you ask the right questions, this applies to your brand, too.
Addressing the mind also means challenging a person in a certain way. That way we can align things and put them into perspective. We think, we have to deal with the issue and therefore we memorise it. As a company, this is one way to reach your target audience. So that your brand can find its way into their minds.
Your target audience makes contact with your brand at different times. In marketing terminology those moments are called touchpoints, and they are very important in order to accompany your audience on their customer journey. As you have figured out, this could be anything, also quite concrete cases: For example if you create an opportunity to get in touch with your brand at a fair or another, similar event.
Those little big questions
At Brandsoul we were part of such an example a while ago. Within the scope of TEDxZurich we developed an exhibition stand for financial service provider SIX that made the brand comprehensible for the audience. One task for the visitors was to imagine the world in 100 years from today. Concrete situation: You are hungry. How are you going to pay for your food? At first, this seems like a very trivial question. And this is exactly the point: It is about specific, everyday situations that are understandable and therefore comprehensible.
Create dialogues and active your senses
You write down your ideas, talk about them with other visitors and may continue your conversation at the bar where you can sip on a beer. In this manner various senses get activated, you are involved and have to discuss the matter. And a s result you perceive the brand mire intensely. In this case, for example as a future oriented company that thinks about the challenges of tomorrow. By asking concrete questions and offering a beer. Quite alright, don’t you think?
Published 13.02.2018 © Brandsoul AG