Everything that surrounds your service and your product is part of your total product experience. Your website, the totality of your digital presence, including all your social media accounts, are all essential parts of your brand experience. This has implications for business owners of all types and brand managers in all business sectors, as there are some that haven’t quite got the message yet.
If you’re selling a car, a new flavour of cupcake, building materials, a cleaning service, or a digital app that will revolutionise the healthcare sector, in short almost anything digital or analogue, your customers will evaluate the digital experience you give them, as that’s how they first experiencing your brand.
Everything you do is part of your total product experience
Today the digital expression of your product is almost as important as the design of the product itself and the packaging and delivery method you use to get it to your customer. To be a successful twenty-first century brand, everything you do is important. A large percentage of your customers are already online looking for value and not only value in terms of being cheaper than your competitor. They’re looking for value in brands that can deliver more of their needs, more of the things that they want in a product or service, than they’re already getting.
Successful twenty-first century brands need to keep seeking ways to innovate their products and offer extra value that their customers and their competitors haven’t even thought of yet. To do this you need to put your customer first, while not being afraid to make sure that what you offer is not just forward thinking, but profitable and worthwhile for your business.
As Forrester analyst James McQuivey says: ‘(We’re) not suggesting innovation for innovation’s sake, but that you’re innovating in the interests of your customer while explicitly tying those interests of the company.’ (Digital Disruption: Unleashing the Next Wave of Innovation, 2013)
If you want to see some total product experience in action have a look at what facecake.com are doing. It’s interesting to see how companies are using technology to change the way brands and customers interact with each other to enrich their online experience and make buying decisions.
Social media in service of a product experience is not just media, it’s the experience of the product itself
What does this mean for you? It means that your website and your social media are part of the product and the service you offer. They are not some optional extras but an integral part of your brand experience.
Here’s something to make you think: ‘…social media in service of a product experience is not just media, it’s the experience of the product itself,’ James McQuivey, as above.
So what about you? How proud are you of your design and digital presence in every area of your brand communication? When customers search for you and your product are you sure you’re completely in control of the total product experience they’re getting? There’s always room for improvement.
Brangento is the tool we’ve developed to help you better manage and control your brand
Brangento is the tool we’ve developed that helps you to better manage and control your brand, then use your brand to grow your business.
Based on the concept of continuous branding and total brand experience it lets you see you brand all in one place. It helps you grow your brand and grow your business. Try it for yourself at Brangento.com and watch the video below.
Eugene Burns
