One simple strategy to make your brand stand out in the digital age
One simple strategy to make your brand stand out in the digital age
August 31, 2018

One simple strategy to make your brand stand out in the digital age

Technology is a double-edged weapon; it can be either good or bad, depending on how we use it. There’s no doubt that it has changed and will continue to change the way we communicate. Just walking down a street you’ll see most people looking down, engaged with their mobile phones.

While technology has opened many new ways to reach people, this doesn’t necessarily mean we’re better communicators. We need to remember the people behind those screens and look at ways to humanize the technology we use.

 As humans, we experience the world through seeing, touching, tasting, smelling, and listening. As the world continues to be more digital, it’s critical that you remember this – and tap into it as a powerful way to engage.

The importance of experimental activity

If we miss this, we’re losing the real essence of experiences for brands. The customer journey becomes diluted, human-to-human. 

Let’s look at a few things you can run parallel with your digital strategies 

Creating connection points

Focus on keeping your human connections by engaging with your clients beyond sending a message or posting something. Open a space for them to interact in a tangible way.

Focus on multiple senses

Stimulate your customers through tapping into different senses. Each person will consume information differently, so offer a multi-sensory approach. If you’re talking about the benefits of your products in a blog post, why not offer a sample so they can see and feel it? Again, you’re increasing that human connection. 

Build an ‘experience’

Take your customers on a journey. Brainstorm different ways for you to interact, in a two-way manner. The problem with digital is, more often than not, brands are speaking to their audience instead of with them. There’s a big difference. Start to develop effective experiences that create a meaningful impact. 

Society teaches us that fast is better. This isn’t always true, especially when it comes to connecting with clients. Just like your personal relationships need to be nurtured through touch, your clients do too. Unpack every touchpoint you have with your clients and see how you can personalize it

Key questions you need to ask yourself before utilizing modern technology:

  • What do you want to achieve from using these methods?

  • Why are you using this technology?

  • How do you want people to feel and act as a result of interacting with your technology?

  • What content and methods of engagement will you need to create to evoke desired emotions and action?

THE FUTURE FOR EXPERIENTIAL DELIVERY FROM A TECHNOLOGY PERSPECTIVE– HOW DO YOU RATE?

  • Experiences must be relevant and specific – not generic.

  • Quality will be essential in a world of increasing competition.

  • Inspiring and aspirational while being authentic.

  • Value for money – this does not mean the cheapest or offering the greatest discount.

  • Personalized with a level of co-creation between staff and guest.

  • Choose Your Own Adventure where guests create their own experiences.

  • Storytelling and the opportunity to connect with local, unique legends.

  • Hands on interaction with the product/service and the people behind the business.

  • Engagement in an unexpected way.

  • Ability to educate and even challenge perceptions of a place and its people and history.