Think about your brand not as a transaction with your consumer, but rather as an experience to delight your consumer. When you think of your brand in this way, it means understanding the consumer experience from start to finish – from when the consumer starts to think about your category or brand, to the actual user experience, and through to the aftermath of the experience.

When I help clients position their brands, I encourage them to think about the experience of their brand, and not as just a product experience. Sure, the product experience has to be great. The packaging should be eye-catching and smart, and the product itself should be intuitive and easy to use. But the experience that your consumer has with your brand happens way before she actually picks up your product. It starts from when your consumer starts to search for solutions that will help her solve a problem or fill a need and it continues until well after a consumer uses your product.

Let me give you an example. I am absolutely in love with my daughter’s dentist. That’s right I said dentist! I found Hollywood Children's Dentistry upon my friend’s recommendation. From our first visit to each subsequent visit, I know exactly what to expect- a wonderful experience. Ella, now 3 years old, happily goes to the dentist every time.

Here’s what my most recent brand experience was like. I got a text from the office reminding me of Ella's appointment. I didn’t have to call to confirm, I simply replied to the text and I was done. When I arrived at the office, the receptionist noted my arrival and a computer kiosk adjacent to the check-in counter turned on. The screen welcomed me and asked me to confirm my daughter’s information. We went into a large room that’s set up like a kid’s screening room where the Lego’s movie was playing. Ella wasn’t interested in watching the movie, so she played in the adjacent kitchen instead. I made myself a tea and waited for our names to be called.

After a short wait, the lovely dental hygienist brought Ella to a brightly lit, colorful room. First we went over to a drawer, and the hygienist let her pick out a toothbrush (she picked the one with a princess), a pair of cool sunglasses (she picked blue), and a flavor for her fluoride treatment (she picked watermelon). Then Ella got to pick out her chair, all of which were in fun, vibrant colors. The hygienist asked her to climb into the chair and then helped her put on her glasses. Then she spoke to her in a kid-friendly way, and explained every instrument she was going to put into her mouth. She told her that one instrument would be scratchy and she even tested it out on Ella’s hand. Then she started scraping while telling Ella that she needed to get the ‘sugar buggas’ off her teeth. Ella stayed completely still and listened to everything the hygienist had to say. Then she got her yummy flavored fluoride treatment and she was done. The hygienist pointed to one of the colored drawers in the hallway and told Ella she could pick two toys. Ella picked out a ball and a plastic animal.

We went back into the waiting room for a short time until the dentist was ready to see us. The dentist had Ella sit in the chair and she helped her put on her sunglasses. She then examined Ella’s teeth, and gave notes to her assistant to input in the computer. Ella stayed perfectly calm and looked at the ceiling, which was decorated with fun drawings. When Ella’s head wandered, the dentist asked her to look at the drawings. The appointment was short and at the end, Ella got a brief ‘report card’ with a smiley face and a sticker. Then Ella was told that she could pick out two more toys from a different colored drawer, and also a colored balloon which the receptionist blew up for her. When we left the dentist’s office, we were two very happy people – a smiling 'sugar bugga-less' child and a very content mother. I told everyone who would listen about Ella's dentist visit, and texted my family the above photo of Ella getting her teeth cleaned.

Whether marketing a service or a product, think about creating the best brand experience for your consumer. This starts with a few marketing basics and a real attention to detail when it comes to delighting your consumer along the way. Here’s a few ways to ensure that you are creating not just a brand, but also a brand experience:

1. Know your consumer well and tap into an insight.

First off, to delight your consumer, you must really understand her. Know what motivates and excites her. Creating a Consumer Sketch, a profile description about your consumer, can help guide your brand development process. When you know your consumer and tap into relevant insights about her life, you will find ways to design your brand experience to suit her. My dentist knows her consumer well and has tapped into the insight that going to the dentist isn’t all that fun for anybody - kids or parents. You will create loyalty by aligning to something important to your consumer and catering to her needs in that area.

2. Understand your consumer’s expectation and find ways to exceed them.

What does your consumer expect in your category? Are there opportunities to make it more enjoyable? Are there opportunities to alleviate a pain point for your consumer? My dentist certainly alleviated one of my pain points. When I took Ella to her first dentist appointment at age 1, she cried and screamed bloody murder. When I started to look at the next 17 years of going to the dentist with my daughter, I saw it as torture. But not anymore! Do an inventory of your category to understand its typical cues and messages. If everyone is saying the same thing, then there is an opportunity for you to do it better by exceeding your consumer’s expectations.

3. Find ways to delight at every step of the consumer journey.

A consumer doesn’t just stumble onto your brand. Usually there is a consideration period or a moment of truth that makes her want to seek out your product. Your brand interacts with a consumer from the moment she begins to think about engaging in your category. I found my dentist through word of mouth, and this is in fact how many people come across brands. I looked them up on the Internet and read a few Yelp reviews – all of which were stellar, which then led me to booking our first appointment. The dentist has thought about making every aspect of my child’s dental visit enjoyable from the moment we are engaged with the brand - from the check-in, the waiting, the cleaning, the waiting, the exam and all the way to exiting the building with a balloon and a happy kid. Think about how your consumer discovers your brand and how your consumer will interact with your brand – from the moment of consideration all the way to when she is done using your brand. You want to engage with her through every step of the way and give her a top-notch brand experience.

4. Find ways to connect when you are not top of mind.

When your brand is not top of mind with your consumer, remind her that you are there for her. My dentist sends mail reminders for Ella’s cleanings, but also finds ways to say, “I appreciate you.” The dentist throws an annual summer party at a local pool. I didn’t attend this year, but I loved receiving the invitation because it showed me how much they cared about us as consumers. Make sure your consumer remembers you when she isn’t actively seeking you out. Consider things such as loyalty cards, special membership perks, and value added information. When you consider how valuable your loyal consumer is, these types of interactions go a long way in keeping her engaged with your brand.

So now you might be thinking – this might be fine and well for brands that you actually experience – like a retailer or a service provider. But what if you offer a product? How is this different? Well, it’s different in the sense that you don’t have a physical space that you can control to offer them a one-on-one experience. But the same principles hold true when you are offering a product.

Let’s look at an example. I’ve always been impressed with Moo.com cards. Moo.com does high quality printing for business cards and other customized paper products. Their web interface is simple and easy-to-use. Their designs are modern and sophisticated, yet affordable. After moving to Portland, I needed to create new business cards. It was a breeze. I typed in my information and uploaded custom photos. After submitting my order, I got e-mail confirmations when my order was received and when my order was delivered. When my cards arrived, I was very satisfied because the paper was thick and high quality, and the images were clear. My cards even came in a re-usable box, with a divider that said, “Mine,” and another that said “Theirs.” Clearly they thought about how I might be able to use the box to hold other business cards when my supply started to dwindle. My overall brand experience of designing and ordering cards on moo.com is always top notch. I’ve used them to make mini cards, holiday cards and business cards, and I’ll continue to use them whenever I have custom print needs.

When you think about your brand as an experience for your consumer, you will begin to find ways to optimize your brand offering. It may be as simple as changing your packaging to make it easier to open and a more enjoyable experience. Or it could be as complex as over-hauling your entire supply chain to create that stellar brand experience for your consumer. Whatever the case may be, how your consumer experiences your brand will create lasting impressions and if you get it right, you’ll have a consumer for the long haul.

I’d love to hear from you. What are examples of some of your favorite brand experiences?

4 Steps to Creating a Great Brand Experience