Designing the Total Brand Experience

A person's perception of a brand is the result of all the interactions he or she has had with the brand, including the product or service itself, the purchase and usage experiences, what others are saying about the brand, and what the person sees, hears or reads about the brand. The brand might deliver any combination of functional, emotional, experiential or self-expressive benefits. And the brand essence, promise and personality must be consistently and compellingly manifested at each point of contact the brand makes with the customer. Finally, the brands position can be reinforced through any of the senses.

With Brad VanAuken, The Blake Project has created a proprietary process to help you design the optimal brand experience. This includes product/service design, package design, retail environment design, salesperson and customer service person recruiting, training and scripting, post-purchase reinforcement, customer loyalty management and other components.