The Visionary Brand | Omni Channel Strategy | How to Create a Brand Experience

The Visionary Chronicles Podcast

CHRONICLE: April 19th, 2023

Content from Bryan’s new Award Winning, Bestselling Book

The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands.

• Readers Favorite Award Winner: Best, Non-fiction, Marketing book
• Amazon Bestseller.

PODCAST: THE VISIONARY BRAND | The Omni Channel Strategy | How to Build a Brand Experience

"Products are made in the factory, but brands are created in the mind." - Walter Landor

 

Saying you “are” a brand vs. actually “being” is a significant difference. Companies that say they are a brand but have no category pricing power nor a loyal customer base are not truly brands, they are commodities.

Calling yourself a brand is an earned right, carefully crafted through knowing who you are, how you are different, and consistently leading your category with the latest revolutionary products your customers eagerly anticipate. Most do not need your latest product but want to be a part of the early adopter crowd.

Over the years, building a brand has changed. It used to be where customer acquisition was the goal; now it is customer loyalty, long term customer value, not just transactional. I discuss this Journey in my latest book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, creating a loyal customer through superior products, adding value beyond the product, and building trust in the relationship.

Creating loyalty and consistently providing a product or service that improves a person’s performance at work, at home, or in sports creates a bond that moves them into your brand, “ECO-SPHERE.” However, once they enter your ecosystem, it is up to you, the brand, to ensure they have a reason to stay. Ongoing revenue, and lasting value, that is the trade-off.

Brands like Adidas or Nike engage with their athletes or consumers long before they purchase, creating a bond through other athletes who authenticate their product, content which improves their performance, or through retailers who sell their products, creating a merchandising Lifestyle their community wants to be a part of.

This is a delicate balance, being authentic while not losing sight of the brand Vision. Creating a Brand Experience is a crucial principle and a foundation element all generational Visionary brands have adopted and is at the heart of their success.

In building this experience, what are the pieces of the puzzle put in place along with Journey?

1. Engagement; engage with your community, and help them become part of your brand experience. They ARE your voice, your advocates.
2. Marketing; market to the few, the influencers, and be aspirational.
3. Purchase Cycle; provide steps to complete the Journey, both pre AND post-purchase. Few brands successfully execute both sides.
4. Personalization; make your customer feel special, whether in customer service or providing value beyond product. Do something they get for FREE and is part of your brand Vision.
5. Merchandising; whether online or in-store, ALWAYS have your product and lifestyle imagery match the brand's Vision and Experience. No brand is a brand without executing a consistent brand experience that fits your Vision.

Remember…

Employees know what is RIGHT for the brand, while your consumers know what to expect from your brand.

Building a brand around realizing and consistently making your Vision in your consumer's eyes must be generational. Be a once-in-lifetime brand, and it is not for those not committed to sticking to your brand vision and foundational values!

Stay True, Stay Authentic, be Different, and be Great!

Enjoy the Journey!

 

Bryan Smeltzer, President

 LiquidMind Inc.

 

#TheVisionaryChroniclesPodcast

#TheVisionaryBrandBook

@LiquidMindsite.com

@BryanSmeltzer.com

 

 © All rights reserved, Bryan Smeltzer, 2023

 

Bryan Smeltzer is a consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, and Schutt Sports, among other international brands. He also founded a men’s apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.

 

He also hosts a Podcast called The Visionary Chronicles, ranked as the #1 Visionary and Top 50 Marketing Podcasts by Feedspot, and recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, and recently received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.

 

He is also a member of the Board of Advisors at UCI’s BCIE along with their New Venture Program, an Innovation Advisor at the UCI’s Applied Innovation program at the Cove, a Mentor/Advisor to UCLA’s Price Center Venture Accelerator Program, and a Mentor/Advisor at the San Diego Sports Innovators Accelerator (SDSI) center.

Bryan oversees LiquidMind Inc., a global brand strategy firm that partners with start-ups and established mid to large-cap consumer brands to empower businesses to think differently, be different, drive a passionate culture, and execute relentlessly.

You can contact or  follow him at;

 

 bryan@LiquidMindsite.com

 FACEBOOK |  @bryansmeltzer33

INSTAGRAM |  @bryan_smeltzer

TWITTER |  @bryansmeltzer

LINKEDIN | linkedin.com/in/bryansmeltzer/