The Seed Factory crew was recently invited to a Nike ID party, where each person picks and customizes their own shoes. It was a small event hosted by a trade magazine and every attention to detail was thought through by the brand. We left the store being a bigger fan than before. (Disclaimer: We do not work for the shoe manufacturer).
The experience was a good reminder just how important each touch point is for a brand. From the personalized card that shows a picture of the finished product to the miniature Nike shoebox the custom card comes in—every detail reinforced the importance of the brand elements and how they are experienced by the consumer.
As companies view the full customer experience—from the first print or digital ad encountered to the experience online or at the retail store, all of these brand touch points make a difference.
Here’s a few questions to ask yourself to ensure your brand is sending a consistent message:
- Are the hang tags a similar look and feel as the product packaging?
- Does the print ad campaign match the visuals and tone of your website?
- Do the product or brand videos showcase the emotional connection with the consumer?
- Are you promoting these brand videos? A small investment can make a significant difference in who sees the video you invested in.
- Is your brands voice consistent across all of your channels?
- Is your product packaged well? When it is shipped to the consumer, is the first impression a positive one?
- Can you clearly differentiate your product or service from the competitors?
- Are your internal and external teams aligned—is everyone communicating the same product/service benefits? From the product platform position to the supporting points?
Nike had the insight to bring a customized experience to life and it was executed very well. These are all good reminders for marketing directors to think through the entire experience the consumer has with your brand, ensuring integration and consistency throughout.