How to Build a Brand Experience for Customers

Marketing is all about the kind of experience you deliver to your customers with each and every interaction. The more compelling the experience, the faster you will build brand loyalty. In fact, the experience you build becomes your brand in your customers’ minds.

You must think about both the totality of the experience as well as the tonality. The right combination will make the experience unique to your brand and motivating for your customers. Without both totality and tonality, you won’t have a great brand experience, and without a great brand experience, you're just another product.

Totality of the Brand Experience:

Totality is about the completeness and consistency across your various marketing elements. If the experience isn’t complete and consistent, the totality won’t be effective in creating customer loyalty. Consistency is important so that your customers know what your brand is going to deliver each and every time.

Tonality of the Brand Experience: 

Tonality is about the spirit of the experience. It should also be in line with how you have defined your brand and with what you know your customers want. If the tonality is at odds with your marketing, you won’t be able to make an emotional connection with your customers. Others may refer to it as brand personality or voice. I call this tonality. Regardless, tonality should be a conscious decision on your part.

For an effective brand experience, you need totality and tonality working together to give a complete picture of what your brand can offer. Both elements need to be consistent with each interaction. As soon as one element of your marketing falls out of step with the rest, you put the brand in jeopardy with your customers. Execute your marketing consistently in both totality and tonality and you will have a winning formula for your brand.