Make it a Better Experience (What Great Brands Do)

In this edition of Make it a Better Experience I will be focused on highlighting stories of brands who deliver against the seven key principles that Denise Yohn talks about in her book "What Great Brands Do: The Seven Brand-building Principles".

Here’s a summary of the seven brand-building principles that she highlights in her book:

(1) Great Brands Start Inside: Great brands build a strong internal culture where the values and mission of the brand are deeply embedded in the organization. Employees live and breathe the brand ethos, which translates into a consistent and authentic customer experience.

(2) Great Brands Avoid Selling Products: Instead of just selling products, great brands create meaningful experiences that resonate with customers. They focus on delivering value beyond the product itself, often creating a lifestyle or community that customers want to be a part of.

(3) Great Brands Ignore Trends: Rather than following market trends, great brands set them. They lead the market by being innovative and setting new standards and expectations, often shaping the future of their industry.

(4) Great Brands Don’t Chase Customers: Great brands attract customers by staying true to their core values and principles. They know who their ideal customers are and focus on building strong, loyal relationships with them rather than trying to appeal to everyone.

(5) Great Brands Sweat the Small Stuff: Attention to detail is crucial. Great brands ensure every touchpoint and interaction is consistent and aligns with their brand promise. This meticulous approach enhances the overall brand experience and reinforces brand loyalty.

(6) Great Brands Commit and Stay Committed: Consistency and commitment are key. Great brands stick to their values and vision, even when faced with challenges or changes in the market. This steadfastness builds trust and reliability in the eyes of consumers.

(7) Great Brands Never Have to "Give Back": Social responsibility is integrated into their business model. Great brands ensure that their operations inherently contribute positively to society, making separate “giving back” initiatives unnecessary. Their business practices are aligned with their values, ensuring a continuous positive impact.

These seven key principles emphasize the importance of brand culture, customer experience, and innovation, setting great brands apart from their competitors.

In my work as a CX Strategist and Experience Orchestrator/Designer, I have found that the key word is "do" (what great brands do). Anyone can make a brand promise or claim they wish to create a great customer experience, however, it often requires cross-functional alignment, thoughtful experience design, and orchestrated execution to truly deliver it with consistency.

Enjoy the read! I hope the storylines, key points, curated articles & videos are an inspiration to you as you think about how to differentiate your own brand experience.

(1) Great Brands Start Inside

This principle emphasizes the importance of internal brand culture. It suggests that a strong brand is built on the foundation of a strong company culture where the values and mission of the brand are deeply embedded in the organization.

Google: Innovation and Employee Empowerment

• Overview: Google is known for its innovative and employee-friendly culture. The company has created an environment where employees are encouraged to think creatively and pursue ambitious projects.

• Makeit Empowering: Google fosters a sense of autonomy and creative thinking among its employees by providing them with the freedom to spend 20% of their time on projects they are passionate about. This strategy empowers employees to innovate and contribute to the company's success in meaningful ways.

• Impact: This empowering culture has led to the development of groundbreaking products like Gmail, Google Maps, and AdSense. By investing in its employees' growth and creativity, Google has built a strong internal culture that drives its external brand strength and market leadership.

Southwest Airlines: Employee Satisfaction and Customer Service

• Overview: Southwest Airlines focuses on employee satisfaction and company culture, which translates into exceptional customer service. The airline emphasizes a fun and friendly workplace environment.

• Makeit Social: Southwest leverages positive internal social dynamics by promoting teamwork, recognition, and a sense of belonging among its employees. This social strategy ensures that employees are happy and motivated, which in turn enhances their interactions with customers.

• Impact: The strong internal culture at Southwest Airlines results in consistently high levels of customer satisfaction and loyalty. Employees who feel valued and connected to their workplace are more likely to deliver outstanding service, reinforcing the brand's reputation for reliability and friendliness.

In each of these examples, the focus is on cultivating a robust internal culture that aligns with the brand's values and mission. Employees are not just working; they are embodying the brand's ethos and contributing to a cohesive, values-driven organization. This strong internal culture translates into exceptional customer experiences, deeper brand engagement, and a distinct competitive advantage. This is the essence of great branding and what sets these companies apart in their respective markets.

2. Great Brands Avoid Selling Products

This principle is about focusing on creating brand experiences rather than just selling products. Great brands transcend the products or services they sell and create meaningful experiences that resonate with customers.

Red Bull: Thrill and Adventure

• Overview: Red Bull has positioned itself far beyond just an energy drink company by promoting a lifestyle of extreme sports, thrill, and adventure. Their brand is synonymous with pushing boundaries and living life to the fullest.

• Makeit Empowering: Red Bull’s strategy revolves around empowering individuals to push their limits and achieve extraordinary feats. By sponsoring and hosting extreme sports events, such as the Red Bull Air Race, Red Bull Rampage, and the Stratos space jump, Red Bull encourages people to pursue their passions and exceed their potential. These events capture the imagination and showcase incredible feats of human endurance and courage.

• Impact: By empowering customers to push their boundaries and excel in extreme sports and adventure activities, Red Bull fosters a strong sense of autonomy and confidence. Customers associate the brand with personal growth, achievement, and the drive to conquer new challenges.

Harley-Davidson: Freedom and Rebellion

• Overview: Harley-Davidson Motor Company sells more than motorcycles; it sells the dream of freedom, rebellion, and the open road. The brand has cultivated a powerful image that appeals to a sense of adventure and individuality.

• Makeit Yours: Harley-Davidson’s strategy focuses on personal expression and ownership. They offer extensive customization options for their motorcycles, allowing riders to create a bike that reflects their personal style and identity. This personalization extends to their gear and accessories, encouraging customers to fully immerse themselves in the Harley-Davidson lifestyle.

• Impact: Customers are drawn to the brand not just for a mode of transportation but for the promise of being part of a storied tradition and a passionate community. Riders feel a strong connection to their bikes, viewing them as extensions of their personality and lifestyle. This approach not only builds loyalty but also transforms customers into passionate advocates who are proud to showcase their unique Harley-Davidson creations.

In each of these examples, the focus is on selling an experience rather than just a product creating deeper brand engagement. Customers are not just purchasing; they are participating in a lifestyle and becoming part of a community that aligns with their values and aspirations. This is the essence of great branding and what sets these companies apart in their respective markets.

(3) Great Brands Ignore Trends

Instead of following trends, great brands set them. This principle suggests that truly great brands lead the market by being innovative and setting new standards and expectations.

Tesla: Innovation in Electric Vehicles and Sustainable Energy

• Overview: Tesla has been a trailblazer in the electric vehicle (EV) industry. Instead of following the traditional automotive trends, Tesla focused on developing high-performance, stylish electric cars, fundamentally changing perceptions about EVs.

• Makeit Unexpected: Tesla's strategy revolves around constant innovation and surprising the market. From advanced self-driving features to groundbreaking battery technology, Tesla continually introduces features that the automotive industry hasn't seen before.

• Impact: Tesla's approach has not only set new standards in the automotive industry but also pushed other manufacturers to accelerate their own EV programs, effectively shaping the future of transportation.

Beyond Meat: Innovation in Plant-Based Protein

• Overview: Beyond Meat has pioneered the plant-based protein industry by creating meat alternatives that mimic the taste and texture of animal meat. Instead of following traditional food industry trends, Beyond Meat focused on developing innovative products that cater to the growing demand for sustainable and healthy food options.

• Makeit Intriguing: Beyond Meat's strategy leverages curiosity and the novelty of plant-based protein. By offering products that are nearly indistinguishable from animal meat in taste and texture, they have sparked interest and curiosity among consumers who are not typically vegetarian or vegan. This intrigue has driven significant market penetration and adoption.

• Impact: Beyond Meat's innovative approach has not only attracted a loyal customer base but also influenced the broader food industry. Many traditional meat producers and food companies are now investing in or developing their own plant-based protein products, contributing to a shift towards more sustainable food production and consumption practices.

(4) Great Brands Don't Chase Customers

This principle involves understanding and sticking to your core target audience rather than trying to appeal to everyone. Great brands focus on deepening relationships with their existing customers rather than diluting their brand by trying to be everything to everyone.

lululemon: Niche Market of Yoga and Fitness Enthusiasts

• Overview: lululemon has carved out a strong niche in the yoga and fitness apparel market. By focusing on this specific group, the brand has managed to create products and experiences that resonate deeply with their customers' lifestyle and values.

• Makeit Social: Lululemon employs a strategy of building a community around shared interests and lifestyles. They host yoga classes and fitness events, fostering a sense of belonging among their customers. This approach turns their stores into community hubs, not just retail spaces.

• Impact: The brand has cultivated a loyal customer base that identifies strongly with the Lululemon culture, which extends beyond just the products to a way of living.

ROLEX: Luxury Market Segment

• Overview: ROLEX targets a luxury segment, emphasizing exclusivity and high quality in its timepieces. Rather than mass marketing, Rolex focuses on crafting a sense of uniqueness and prestige around its brand

• Makeit Scarce: Rolex's strategy hinges on creating exclusivity and desirability. They produce a limited number of watches, which not only maintains high standards of craftsmanship but also adds to the allure of owning a Rolex watch.

• Impact: Rolex customers are attracted to the brand not just for a timekeeping device but for the status and prestige associated with owning a Rolex. This exclusivity reinforces the brand’s appeal to its target luxury market.

In each of these examples, the brands excel by not diluting their essence to appeal to a broader audience. Instead, they deepen their connection with their specific target market, creating a loyal customer base that values and identifies with what the brand stands for. This focused approach is key to maintaining a strong, coherent brand identity.

(5) Great Brands Sweat the Small Stuff

Paying attention to details and ensuring every aspect of the brand experience is aligned and consistent. This principle is about recognizing that the small things can make a big difference in how a brand is perceived.

Amazon: User Experience from Website Navigation to Delivery

• Overview: 亚马逊 has revolutionized retail through its relentless focus on customer experience, emphasizing ease and convenience. From intuitive website navigation to reliable and fast delivery services, Amazon continuously refines every aspect of the shopping process.

• Makeit Easy: Amazon's approach is to simplify every aspect of the shopping journey, making it as frictionless as possible. This includes one-click ordering, personalized recommendations, easy returns, and real-time package tracking, all designed to remove barriers and enhance satisfaction.

• Impact: Amazon's commitment to the small stuff has made it the benchmark for online shopping, significantly influencing customer expectations across the retail industry. This focus has been a critical driver of Amazon's customer loyalty and global success, demonstrating the power of prioritizing user experience.

The Ritz-Carlton Hotel Company, L.L.C.: Exceptional Customer Service and Attention to Guest Needs

• Overview: The 丽思卡尔顿 hotel chain is synonymous with luxury and unparalleled customer service. Their philosophy of going above and beyond for guests, anticipating their needs, and paying attention to the minutiae of their experience sets them apart in the hospitality industry.

• Makeit Attractive: The strategy here is about making every detail of the customer experience as appealing and luxurious as possible. From personalized greetings and remembering guest preferences to the ambiance of their spaces and the presentation of food and drinks, every touchpoint is an opportunity to delight.

• Impact: The Ritz-Carlton's focus on details enhances its prestige and loyalty among customers, who often cite the exceptional personalized service as a key reason for their preference. This meticulousness has become a cornerstone of the brand's identity, illustrating how service can elevate a brand to iconic status.

These examples illustrate that great brands understand the cumulative impact of small details on the overall brand experience. By sweating the small stuff, they can differentiate themselves in a crowded marketplace.

(6) Great Brands Commit and Stay Committed

This principle is about brand consistency over time. It suggests that brands need to stay true to their values and promises, even when it might be tempting to shift strategies in response to market pressures.

The Coca-Cola Company: A Legacy of Brand Consistency

• Overview: Coca-Cola has become a global icon by maintaining its brand message of happiness and togetherness and its classic aesthetic for over a century.

• Makeit Yours: Coca-Cola exemplifies building a sense of ownership and legacy by ingraining its brand into the fabric of cultures worldwide. It’s not just about selling a beverage; it's about selling a universally relatable experience, making Coca-Cola synonymous with joy and refreshment.

• Impact: Coca-Cola’s unwavering commitment to its brand identity has ensured its place as a beloved and instantly recognizable global brand. This consistency builds trust and emotional engagement, contributing to its enduring popularity and consumer loyalty.

BMW of North America, LLC: The Ultimate Driving Experience

• Overview: 宝马 has steadfastly focused on delivering a premium driving experience, emphasizing performance, innovation, and luxury.

• Makeit Intriguing: BMW’s approach of consistently delivering on the promise of a premium driving experience keeps the brand intriguing and aspirational. They continuously innovate while staying true to their core proposition, ensuring that each product reinforces the brand's identity as the provider of the ultimate driving experience.

• Impact: BMW's commitment has cultivated a loyal following of customers who appreciate the brand's focus on driving pleasure and engineering excellence. This consistency enhances BMW's prestige and positions it as a leader in the luxury automotive market.

Nike: Inspiration and Innovation in Athletics

• Overview: 耐克 ’s brand is built on inspiring and enabling athletic excellence and innovation.

• Makeit Empowering: By consistently inspiring athletic achievement and perseverance, Nike empowers its customers to pursue their personal bests. Whether through innovative products or motivational campaigns, Nike encourages everyone to embrace athleticism and wellness in their lives.

• Impact: Nike's unwavering dedication to its core message has helped it become more than a sportswear brand; it's a symbol of motivation and achievement in sports and life.

In each of these examples, the companies’ success is deeply tied to their unwavering commitment to their brand principles, demonstrating the power of consistency in building a strong, enduring brand identity.

(7) Great Brands Never Have to "Give Back"

This principle suggests that great brands integrate social responsibility into their business model so that their regular business operations contribute positively to society, rather than relying on separate "giving back" initiatives.

Patagonia: Environmental Sustainability at Its Core

• Overview: Patagonia 's dedication to environmental sustainability is evident in its product design, supply chain, and activism. The company commits significant resources to conservation efforts and encourages customers to buy less and recycle more.

• Makeit Scarce: Patagonia leverages the scarcity of natural resources to motivate sustainable practices. It actively promotes the idea that the planet's resources are limited and that businesses and consumers alike should act responsibly to protect them.

• Impact: Patagonia's approach has not only strengthened its brand identity as an environmental steward but has also influenced its customers and other businesses to adopt more sustainable practices, leading by example in the industry.

Warby Parker: Vision for All

• Overview: Warby Parker integrates social responsibility into its business model by ensuring that for every pair of glasses sold, a pair is distributed to someone in need. This "Buy a Pair, Give a Pair" program is part of their core operations rather than a separate charitable initiative.

• Makeit Tangible: Warby Parker’s social impact is clear and direct. Customers know that their purchase directly contributes to improving someone's vision. This tangible impact is communicated effectively, reinforcing the brand's commitment to social good.

• Impact: Warby Parker has not only disrupted the eyewear industry with its affordable, stylish glasses but also set a new standard for corporate social responsibility. Their model has inspired both consumers and businesses to consider the social impact of their purchases and operations, demonstrating that commercial success and social responsibility can go hand in hand.

In each of these examples, the focus is on integrating social responsibility into the core business model, ensuring that regular business operations contribute positively to society. Customers are not just purchasing products; they are participating in a larger mission that aligns with their values. This approach fosters deeper brand engagement and loyalty, setting these companies apart in their respective markets.

In Summary

The seven brand-building principles highlighted in What Great Brands Do by Denise Yohn are crucial for creating strong, authentic brands that resonate with customers and lead the market.

Starting with a strong internal culture ensures that employees embody the brand's values, creating consistent and authentic customer experiences. Focusing on creating meaningful experiences rather than just selling products fosters deeper customer engagement and loyalty, while leading rather than following trends positions a brand as an innovator and market leader.

Attracting the right customers by staying true to core values builds stronger, more loyal relationships, and attention to detail in every touchpoint reinforces the brand's commitment to quality. Consistency and steadfastness in adhering to the brand’s vision build trust, and integrating social responsibility into the business model aligns business success with societal good, enhancing brand integrity.

The Makeit toolkit complements these principles by offering 15 core behavioral design strategies that guide experience design, such as making processes easy and obvious, providing timely rewards, leveraging social dynamics, sparking curiosity, and creating immersive experiences.

Together, these frameworks help brands deliver on their promises through thoughtful, well-executed experience design, fostering deeper engagement, loyalty, and positive social impact.