Thursday, June 25, 2015

What's Your Brand Appearance?

Does how you look really matter? It's not a matter of "should it," because the answer is... IT DOES! One's appearance matters because of hardwired consumer biases we have, such as the Halo Effect. Effective brand management requires that marketers labor to continually press the congruence between their brand appearance and their brand image.

And so, today we're talking...!

What's Your Brand Appearance?

First, let's define our terms.
  • Brand Appearance is the physical look, and in the case of e-commerce, the experience of browsing, researching, comparing, purchasing, and re-experiencing a brand. The scope of brand appearance reaches as far as a business logo to a brick-and-mortar ambiance, to the physical look of the staff. It serves as the first impression gauge to which all other impressions are then measured.
  • Brand Image is the conceptual construct to which your consumer base imagines your brand to be. When someone asks you if you want a cup of coffee, you think... Starbucks. If someone wants a recommendation on workout gear, you may say... Under Armor. If you hear the word "Costco," you may think... cheap/buying-in-bulk. Rolex? Luxury. In all cases, whatever image flows into the mind's eye of the consumer, THAT is your brand image.

The connection is then clear. Your brand appearance is the first stop shop of developing your brand image, and ultimately, the creation and completion of your brand promise.


Therefore, it's crucial to consider these three brand experience tenets:
  1. Aesthetics. Be it a physical location, website, app, or portal, your appearance must match your brand image's brand promise. A minimalist, time saving service/product should have a similar look throughout the continuum of brick-and-mortar into the website structure. A service brand which trumps a 5-star experience should project an image of happiness and satisfaction beyond measure. Your look is part of the brand experience that you give your customers; therefore, it fully carries over to the conversion of consumer purchase. Perhaps more importantly, it translates to customer retention. Loyalty, is many times, far more important.
  2. Voice. In many similarities to a dating experience, looks are many times the first impression a brand will give to the prospective customer. Yet, once we get past this point and interest is gathered, it is the voice and tone throughout the first date that seals the deal for date number two. Companies express their voice via blogs, website content, social media posts, ads, labels, etc. Just about anything with printed image or published multimedia serves as a brand's vocal expression. Therefore, a brand's voice must also match the brand's appearance and identity to maximize the congruence of customer expectations of the brand promise. Welcome based brands should have a voice which is conversational, minimizes jargon, and encourages community. Solution based brands should offer small teases and pearls of wisdom as it pertains to actionables. Experience based brands should assume a tonal posture which gives customers a platform to share their own wonderful experiences as a strategy of perpetuating brand equity elevation.
  3. Flow. Keeping with the dating metaphor, the flow of the first date is crucial to landing the second date (customer loyalty). If the date goes bad with awkward silences and the like, it ultimately sullies the experience itself. The same goes for a company's brand experience as it relates to the initial appearance of the brand. If the first impression of the brand appearance is that of cost savings, what it is really communicating to the consumer is that this brand will save you time. Therefore, the experience must be polished, streamlined, and exceptionally efficient. Wait times will betray the brand promise. Similarly, if the first impression from a brand appearance is that of catered customization, a lack of fleshed out options and a poor browsing vehicle will also betray the promise and brand experience itself. 

So, I ask you: What's Your Brand Appearance?
  • Is it in line with your brand identity?
  • Does it create synergies with your brand promise?
  • And, is it congruent with your brand image?
If your answer to these three questions were, "YES!" Congratulations! You have created a wonderful threshold to nail the brand experience from the get go.


Announcements & Mentions!
  1. If you haven't heard already, it's official! I will be joining UpDoc Media with several heavy hitters including that of Dr. Gene Shirokobrod, Dr. Erson Religioso, and more... so stay tuned! As a teaser: my focus will be on a section called "Business Fung Shui: Doing Business The Fung Way." To hear more about it, go to the Therapy Insiders' Podcast HERE. Just remember, at UpDoc Media, you will find the "Content you NEED to know, delivered with clinical precision."
  2. I'm continuing my vlog episodes in spurts given kiddo management ;) And, as you've noticed, it's more about having fun. Still, if you have anything you want covered, just let me know via email or tweet me @DrBenFung.
  3. One final mention, I want to thank FreshBooks for the inspiration for this post on brand appearance. FreshBooks specializes in cloud accounting and is a great resource in keeping your brand experience fluid, seamless, and consistent. After all, who wants to have a great brand experience only to get tied up and fumble at the end when invoicing and accounting is concerned? Save time and check out FreshBooks. After all, time is money!

ALLLLLLRIGHT! That's all folks. As always, if there is anything you want covered or talked about, please reach out. I'm only an email or a tweet away!

Take Care!
-Ben

127 comments:

  1. nice article..
    SEO training in hyderabad by experts in digital markeing And by prosessional experts in seo.All the training by placement and also guide by the professionals.SEO training in hyderabad

    ReplyDelete

  2. Yes, you are absolutely correct. the facts, how it operates, what is Search engine optimization daily life cycle, along with the other relevant subjects. SEO Training Expert is one of
    seo training in chennai .

    ReplyDelete
  3. 100% Job Oriented R Programming Training In Chennai for more Information click to the best sales-force-crm training in chennai crm training in chennai.

    ReplyDelete
  4. 100% Job Oriented R Programming Training In Chennai for more Information click to the best java training in chennai

    ReplyDelete
  5. Glad to have visit this blog .. really helping articles keep sharing :)

    Best Orace Forms & Reports Training in Chennai

    ReplyDelete
  6. This comment has been removed by the author.

    ReplyDelete
  7. It has been simply incredibly generous with you to provide openly
    what exactly many individuals would’ve marketed for an eBook to end
    up making some cash for their end, primarily given that you could
    have tried it in the event you wanted.
    selenium training in chennai

    ReplyDelete
  8. Very good informative article. Thanks for sharing such nice article, keep on up dating such good articles.

    Digital Transformation Services | Austere Technologies

    ReplyDelete
  9. Great article, really very helpful content you made. Thank you, keep sharing.
    IOT Services | Austere Technologies

    ReplyDelete
  10. wow...nice blog, very helpful information. Thanks for sharing.

    Mobility Services | Austere Technologies

    ReplyDelete
  11. Really great blog, it's very helpful and has great knowledgeable information. Thanks for sharing

    Cloud Services | Austere Technologies

    ReplyDelete
  12. Nice blog with excellent information. Thank you, keep sharing.

    Mobility Services | Austere Technologies

    ReplyDelete
  13. Looking so great article, thanks for posting please do keep updating on...
    Best Online Software Training Institute | UI Technologies Training

    ReplyDelete
  14. Very good informative article. Thanks for sharing such nice article, keep on up dating such good articles.
    Best Commerce College| Avinash college of commerce

    ReplyDelete
  15. Hi Thanks for the nice information its very useful to read your blog. We provide best Block Chain Services

    ReplyDelete
  16. Thank you for sharing this valuable information. But get out this busy life and find some peace with a beautiful trip. book Andaman holiday packages

    ReplyDelete
  17. Hi Thanks for the nice information its very useful to read your blog. We provide best company secretary course

    ReplyDelete
  18. Hi Thanks for the nice information its very useful to read your blog. We provide best Chartered Accountancy

    ReplyDelete
  19. Hi Thanks for the nice information its very useful to read your blog. We provide best Cost And Management Accountancy (CMA)

    ReplyDelete
  20. Hi Thanks for the nice information its very useful to read your blog. We provide best Certified Public Accountant

    ReplyDelete
  21. Hi Thanks for the nice information its very useful to read your blog. We provide best Certified Financial Analyst

    ReplyDelete
  22. Thank you for sharing this valuable information. But get out this busy life and find some peace with a beautiful trip. book ANDAMAN TOUR PACKAGE @24599

    ReplyDelete
  23. Hi Thanks for the nice information its very useful to read your blog. We provide best Association Of Chartered Certified Accountants

    ReplyDelete
  24. Hi Thanks for the nice information its very useful to read your blog. We provide Software Development Services

    ReplyDelete
  25. Hi Thanks for the nice information its very useful to read your blog. We provide best Chartered Institute Of Management Accountants

    ReplyDelete
  26. Hi Thanks for the nice information its very useful to read your blog. We provide Software Development Services

    ReplyDelete
  27. It's nice that I came across your blog.
    Effie

    ReplyDelete
  28. hi, its interesting to read, thanks for it. Keep sharing!

    DevOps Online Training

    ReplyDelete
  29. Thanks for sharing a valuable information to us. Thanks for your blog.
    CIMA training institute in Hyderabad | ISFS

    ReplyDelete
  30. I appreciate you for put your efforts, really great post and useful info. I want additional updates to your blog. Thank you...
    IELTS coaching in Chennai
    IELTS Training in Chennai
    IELTS coaching centre in Chennai
    Best IELTS coaching in Chennai

    ReplyDelete
  31. Learned a lot from your blog. Good creation and hats off to the creativity of your mind. Share more like this.
    Loadrunner Training in Chennai
    French Classes in Chennai
    iOS Training in Chennai

    ReplyDelete
  32. Thank you sharing this kind of noteworthy information. Nice Post.

    imedicalassistants
    Article submission sites

    ReplyDelete
  33. Here is the details of BMIT (Medical Imaging Technology) colleges in Bangalore. If you are looking to study BMIT in Bangalore, the below will help you to find the best BMIT colleges in Bangalore.
    BSc Medical Imaging Technology Colleges in Bangalore | Medical Imaging Technology Colleges in Bangalore |

    ReplyDelete
  34. Here is the details of B.Sc Optometry colleges in Bangalore. If you are looking to study BSc Optometry in Bangalore, the below will help you to find the best Optometry colleges in Bangalore.
    BSc Optometry Colleges in Bangalore | Optometry Colleges in Bangalore |

    ReplyDelete
  35. Here is the details of B.Sc Renal Dialysis Technology colleges in Bangalore. If you are looking to study BSc Renal Dialysis Technology in Bangalore, the below will help you to find the best Renal Dialysis Technology colleges in Bangalore.
    BSc Renal Dialysis Colleges in Bangalore | Renal Dialysis Technology Colleges in Bangalore |

    ReplyDelete
  36. Here is the details of B.Sc Respiratory Care Technology colleges in Bangalore. If you are looking to study BSc Respiratory Care Technology in Bangalore, the below will help you to find the best Respiratory Technology colleges in Bangalore.
    BSc Respiratory Care Technology Colleges in Bangalore | Respiratory Care Colleges in Bangalore |

    ReplyDelete
  37. An intriguing discussion is worth comment. There's no doubt that that you need to write more on this subject matter, it might not be a taboo subject but typically people do not speak about these subjects. To the next! Kind regards!!
    Tech PC

    ReplyDelete
  38. Nice article. I liked very much. All the informations given by you are really helpful for my research. keep on posting your views.
    ccna course in Chennai
    ccna Training in Chennai
    ccna Training institute in Chennai
    ccna institute in Chennai
    Best CCNA Training Institute in Chennai

    ReplyDelete
  39. Thumbs up guys your doing a really good job. It is the intent to provide valuable information and best practices, including an understanding of the regulatory process.
    Cyber Security Course in Bangalore

    ReplyDelete
  40. Very nice blog and articles. I am really very happy to visit your blog. Now I am found which I actually want. I check your blog everyday and try to learn something from your blog. Thank you and waiting for your new post.
    Cyber Security Training in Bangalore

    ReplyDelete
  41. After reading your article I was amazed. I know that you explain it very well. And I hope that other readers will also experience how I feel after reading your article.
    Data Science Training Institute in Bangalore

    ReplyDelete
  42. Great post i must say and thanks for the information. Education is definitely a sticky subject. However, is still among the leading topics of our time. I appreciate your post and look forward to more.
    Best Data Science Courses in Bangalore

    ReplyDelete
  43. I am impressed by the information that you have on this blog. Thanks for Sharing
    Ethical Hacking in Bangalore

    ReplyDelete
  44. This post is very simple to read and appreciate without leaving any details out. Great work!
    Data Science Course in Bangalore

    ReplyDelete
  45. You completed certain reliable points there. I did a search on the subject and found nearly all persons will agree with your blog.
    Data Science Training in Bangalore

    ReplyDelete
  46. After reading your article I was amazed. I know that you explain it very well. And I hope that other readers will also experience how I feel after reading your article.
    Ethical Hacking Course in Bangalore

    ReplyDelete
  47. Wow! Such an amazing and helpful post this is. I really really love it. I hope that you continue to do your work like this in the future also.
    Ethical Hacking Training in Bangalore

    ReplyDelete
  48. Cool stuff you have and you keep overhaul every one of us.

    Data Science Course

    ReplyDelete
  49. Thanks for the informative and helpful post, obviously in your blog everything is good..

    Data Science Training

    ReplyDelete
  50. Terrific post thoroughly enjoyed reading the blog and more over found to be the tremendous one. In fact, educating the participants with it's amazing content. Hope you share the similar content consecutively.

    ai course in bhilai

    ReplyDelete
  51. Honestly speaking this blog is absolutely amazing in learning the subject that is building up the knowledge of every individual and enlarging to develop the skills which can be applied in to practical one. Finally, thanking the blogger to launch more further too.

    Data Science Course in Bhilai

    ReplyDelete
  52. Stupendous blog huge applause to the blogger and hoping you to come up with such an extraordinary content in future. Surely, this post will inspire many aspirants who are very keen in gaining the knowledge. Expecting many more contents with lot more curiosity further.

    Digital Marketing Course

    ReplyDelete
  53. I have to search sites with relevant information ,This is a
    wonderful blog,These type of blog keeps the users interest in
    the website, i am impressed. thank you.
    Data Science Course in Bangalore

    ReplyDelete
  54. There is no dearth of Data Science course syllabus or resources. Learn the advanced data science course concepts and get your skills upgraded from the pioneers in Data Science.
    data science course bangalore
    data science course syllabus
    data science training in marathahalli
    data science syllabus for beginners

    ReplyDelete
  55. What an extremely wonderful post this is. Genuinely, perhaps the best post I've at any point seen to find in as long as I can remember. Goodness, simply keep it up.
    master in data science malaysia

    ReplyDelete
  56. Here at this site actually the particular material assortment with the goal that everyone can appreciate a great deal.
    big data course

    ReplyDelete
  57. You may remark on the request arrangement of the blog. You should talk it's breathtaking. Your blog review would grow your guests. I was exceptionally satisfied to discover this site.I needed to thank you for this incredible read!!
    data scientist training

    ReplyDelete

  58. Truly a very good article on how to handle the future technology. After reading your post, thanks for taking the time to discuss this, I feel happy about and I love learning more about this topic

    Python Training in Gurgaon

    ReplyDelete
  59. You can comment on the blog ordering system. You should discuss, it's splendid. Auditing your blog would increase the number of visitors. I was very happy to find this site. Thank you...
    Braces in Bangalore

    ReplyDelete
  60. I read that Post and got it fine and informative. Please share more like that...
    data science course in noida

    ReplyDelete
  61. This is a great motivational article. In fact, I am happy with your good work. They publish very supportive data, really. Continue. Continue blogging. Hope you explore your next post
    data science in malaysia

    ReplyDelete
  62. Wonderful article. Very interesting to read this article.I would like to thank you for the efforts you had made for writing this awesome article. This article resolved my all queries.
    Best RPA Training in Pune

    ReplyDelete
  63. This is most informative and also this post most user friendly and super navigation to all posts... Thank you so much for giving this information to me..
    machine learning certification in aurangabad

    ReplyDelete
  64. Your content is very unique and understandable useful for the readers keep update more article like this.
    data science course aurangabad

    ReplyDelete
  65. I have bookmarked your site since this site contains significant data in it. I am extremely content with articles quality and introduction. You rock for keeping incredible stuff. I am a lot of appreciative for this site…

    Data Science Training in Hyderabad

    ReplyDelete
  66. I feel very grateful that I read this. It is very helpful and very informative and I really learned a lot from it.
    data science course

    ReplyDelete
  67. Really nice and interesting post. I was looking for this kind of information and enjoyed reading this one. Keep posting. Thanks for sharing.
    data science training in malaysia

    ReplyDelete
  68. There are various specialist co-ops on the lookout, so you should pick the person who can give you the best help of carrying out Saesforce CRM for their business activities. Salesforce certification in Pune

    ReplyDelete
  69. This post is very simple to read and appreciate without leaving any details out. Great work!
    data scientist training in aurangabad

    ReplyDelete
  70. I am looking for and I love to post a comment that "The content of your post is awesome" Great work!
    data scientist training in malaysia

    ReplyDelete
  71. I am sure that this is going to help a lot of individuals. Keep up the good work. It is highly convincing and I enjoyed going through the entire blog.
    data science course

    ReplyDelete
  72. Extremely overall quite fascinating post. I was searching for this sort of data and delighted in perusing this one. Continue posting. A debt of gratitude is in order for sharing. data scientist course in delhi

    ReplyDelete
  73. I was just examining through the web looking for certain information and ran over your blog.It shows how well you understand this subject. Bookmarked this page, will return for extra. data science course in vadodara

    ReplyDelete
  74. I am a new user of this site, so here I saw several articles and posts published on this site, I am more interested in some of them, will provide more information on these topics in future articles.

    Business Analytics Course

    ReplyDelete
  75. Very good message. I came across your blog and wanted to tell you that I really enjoyed reading your articles.

    Best Data Science Courses in Bangalore

    ReplyDelete
  76. I am a new user of this site, so here I saw several articles and posts published on this site, I am more interested in some of them, will provide more information on these topics in future articles.

    Data Analytics Course in Bangalore

    ReplyDelete
  77. Great tips and very easy to understand. This will definitely be very useful for me when I get a chance to start my blog.
    cyber security course in malaysia

    ReplyDelete
  78. Great tips and very easy to understand. This will definitely be very useful for me when I get a chance to start my blog.
    full stack developer course with placement

    ReplyDelete
  79. All things considered I read it yesterday yet I had a few musings about it and today I needed to peruse it again in light of the fact that it is very elegantly composed.

    ReplyDelete
  80. 360DigiTMG, the top-rated organisation among the most prestigious industries around the world, is an educational destination for those looking to pursue their dreams around the globe. The company is changing careers of many people through constant improvement, 360DigiTMG provides an outstanding learning experience and distinguishes itself from the pack. 360DigiTMG is a prominent global presence by offering world-class training. Its main office is in India and subsidiaries across Malaysia, USA, East Asia, Australia, Uk, Netherlands, and the Middle East.

    ReplyDelete
  81. Certified QuickBooks Accountants
    We are certified QuickBooks accountants and bookkeepers providing sound and valuable advice on everything from general ledger setups to inventory control.

    The QuickBooks accounting software is considered by many to be the market leader because it is easy to use and accessible to small and medium-sized enterprises.

    Our clients have access to highly qualified and well-informed accountants, ensuring you can get maximum benefits for your business.

    QuickBooks Accountants!

    ReplyDelete
  82. Easeus Data Recovery Wizard Crack certainly is the biggest zero cost data recovery application. By employing this you can easlily recuperate organized, taken off and as well as dropped tips.

    ReplyDelete
  83. composing ace break rendition full download is quick to improve your composing abilities. It is a straightforward and simple to-utilize arrangement with graphical measurements that shows you precisely what amount of progress you can make on maps; Typewriter the executives programming can be utilized by clients and various clients at the same time with their superior printing abilities. typing Master Pro 11 Crack

    ReplyDelete
  84. Xilisoft Video Converter Ultimate is not difficult to change over video records utilizing Xilisoft Video Converter Ultimate Crack. The bundle incorporates video transformation programming. Xilisoft Video Converter Ultimate Crack

    ReplyDelete
  85. That is a helpful instrument and every individual who utilizes the system and downloads information and riding on the web, needs to utilize this application. Malwarebytes Anti-Malware Premium Kickass

    ReplyDelete
  86. You understand your tasks stand apart of the group. there might be something exceptional nearly them. It appears to me every one of them are in truth remarkable! FileviewPro Key

    ReplyDelete

  87. National Sisters Day is celebrated on the first Sunday of August — this year it falls on August 7. Nothing can quite compare to the bond that sisters have and this is a day to treasure the closeness that forms as you grow up together, sharing your secrets, your dreams, and all the fun times. Happy Sisters Day

    ReplyDelete