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brand experience Archives - Garrison Everest

hunting-firearms-brand-experience

5 Ways To Boost Your Hunting or Firearms Brand’s Experience

By Firearms and Hunting

With so much economic upheaval and pressure to stand out in today’s hunting, outdoor and firearms marketplace; business owners and marketers have been feeling the pressure to produce greater results.

One overlooked element is how you create better brand experiences for your customers. Brand experience goes beyond the basic function of the product or service and seeks to connect with your customer on an emotional level that makes your brand the preferred choice in your category by adding something extra. 

How do top brands create great brand experiences? I took a closer look at a few brands inside and outside the industry and boiled it down to five things that stood out to me on how to go about building a great brand experience—and how you can begin implementing them into your own branding and marketing efforts. 

1. Find your “one” thing
Most of the world’s best brands are known for “one” thing. It can be tough (Ford); it could be repeating arms (Winchester); it could be rugged (Marlboro) or status (Rolex)—it may even be duck hunting (Duck Commander). Whatever the case, the best brands are known for “one” thing that puts them head and shoulders above others—and in the process define an entire category. The first step in boosting your brand experience is to know and understand what your “one” thing is. Communicate your one thing over and over again in every piece of marketing until your name is associated with that one word that places your brand on the top shelf of your customers and prospects minds. 

2. Rise above function to connect on an emotional level
Once you’ve drilled your prospective buyer with what your one thing is, you then must begin to connect your brand at an emotional level. Zig Zigler said it best; “People don’t buy for logical reasons, they buy for emotional reasons.” Your product or service should mean something more than what it appears to be. Can your brand make your customer feel better about themselves? Can it make them feel different when they put it on? Will it win the admiration of their friends? Take a look at some of the top brands for an example of how they connect at the emotional level:

  • Coke is Brown Sugar Water > Happiness in a Bottle.
  • SilencerCo. is a Suppressor > Fight the Noise.
  • Budweiser is Fermented Barley and Hops > King of Beers.
  • Matthews is a Bow Manufacturer > Supremely Accurate.

Great brands rise above the functional attributes of their product to connect to their customers emotionally.

3. Take your customers somewhere
Does your brand take your customer somewhere? It doesn’t have to be a physical place, it can be a state-of-mind. For example, when you turn on your truck—how does it make you feel? Do you feel like a bad ass or a grocery getter? How about when you put on your favorite football team’s jersey—do you feel like you’re part of the team? When you sip on a Corona, does it take you to the beach? Great brands take their customers somewhere.

4. Build a cult-like following
There is a company out there called Johnny Cupcakes. Ever heard of it? Neither did I till I was at a marketing conference this summer. Johnny Cupcakes founded by Johnny Earle, named America’s #1 Young Entrepreneur creates custom designed t-shirts that are then sold in a store that looks like a bakery—all over the world. At first glance you’re probably like “what?” But what makes the Johnny Cupcakes brand interesting is its cult-like following. So much so, that people tattoo Johnny’s logo on themselves and stand in line for hours to get his latest designs. Think Apple when they release their new iPhone. When his customers order a shirt from Johnny online and receive it in the mail;  it’s better than Christmas. His packaging seeks to create an experience pre-primed by his brand’s irresistible appeal. Not only do they get the t-shirt they ordered, but there’s always something extra. Sometimes they get a sticker, maybe a book, a used candy wrapper or Johnny’s used sock. Sounds silly—but Johnny’s fans love it. What can you add to your customer experience that gives just that little extra touch? Doing so, may help you create a cult-like following that will give back to your business for years to come.

5. Give them a community
Another important aspect of great brand experiences is being a part of what Marketing expert Seth Godin calls a “tribe.” A tribe is a group of people connected to one another, connected to a leader and connected to an idea…. People want connection and growth and something new. I’m a member of the Professional Outdoor Media Association. I’m included in a community of other marketing professionals in the industry—giving me a network and a small sense of belonging. Think of the communities you belong to. How do they make you feel? 

It should feel good. Can you do the same for your customers?

All marketing doesn’t have to be tradeshow, print or a TV sponsorship. Marketing can be an app, a community group or some random chachki in your packaging. Look at other ways to stand out from your competitors. 

To sum up, to boost your brand’s customer experience, find your “one” thing that makes you different, be something more than just a function, take your customers somewhere and give them a sense of accomplishment and community.

 

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Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands in the hunting, outdoor and firearms industry who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.

U2-brand-development

6 Things You Can Learn From U2’s Brand

By Brand Development

I’m not going to lie. I love U2. And if you ask me—they are thee biggest band of our generation—I’m talking to all of my GenXers out there.

There is a reason why U2 (founded in 1976) has kept rocking for almost 30 years. U2 has done a number of things right that we as business owners and marketers can learn from to maximize our own success and longevity when building our brands.

Whether you’re a U2 fan or not—below are 6 things you can incorporate into your own brand strategy that can potentially provide the wherewithal your brand needs to go the distance.

Product
It goes without saying that U2’s signature sound delivered by The Edge’s “airy” guitar rifts, Bono’s larger-than-life vocals and disorienting lyrics and the strong back-up accompaniment from Larry Mullen Jr. and Adam Clayton on drums and bass, respectively—make U2’s “music product” unique. They have consistently delivered their product—album after album to their loyal followers—each on a grander scale than the last. All great brands start with a great idea. U2’s music has propelled the band’s brand over the years. 

Purpose
U2 has always been devoted to helping their fellow man. From Band-Aid, Live-Aid, World Vision, ONE, Music Rising and as of late, RED (Bono’s personal foundation devoted to the Aids epidemic in Africa)—U2 has always made giving back to humanity a priority, and it’s reflected in both their powerful music and their generosity in giving back. With each new effort comes forth a new song to bring awareness. Here are a few examples:

  • Do They Know It’s Christmas – Ethiopian Famine
  • Bullet the Blue Sky – San Salvador Civil War
  • Miss Sarajevo – Bosnian War
  • New York – for 9/11
  • Sweetest Thing – Chernobl Childrens Proejct
  • Walk On – Burma’s Aung San Suu Kyi
  • The Saints are Coming – Hurrican Katrina
  • Sunday Bloody Sunday – Irish Massacre

Their purpose for existing goes beyond just making millions of dollars making music. Like most startups—the product (music) may have been their sole driver in the beginning—but now they use their music and fame to build awareness for various global atrocities and humanitarian crises that demand the attention and action of their followers. This purpose has made U2 a band to be admired and respected. And with admiration comes interest and more sales. 

u2 brand experience concertCustomer Experience
U2 has consistently created fresh songs and content, not to mention their ability to always push the boundaries on what can be done in stadiums. They are highly committed to their fans, which in turn has cultivated a cult-like following. They express their thankfulness to their crowds and bring them into their story through their purpose. Every concert by U2 is intertwined with some kind of political action that allows the concert-goer to be apart of their cause. Every brand should strive to incorporate their customers into the brand’s purpose and story.

Authentic
The band members’ personal lives are aligned with their purpose and product as well. They tend to be the same on camera as they are in their off-camera day-to-day lives. From the design of their album covers, merchandise and music, U2 is just different.

Branding
Their branding is always on target. Although the brand’s visuals have changed through the years, their core essence has not. If I had to guess, I would say U2’s brand essence would go something like this:

Create music that moves, relates and heals the world.

A brand’s essence is what creates purpose and answers the question: “why”? It is the center of all that you do that gets you out of bed in the morning. What is your “why”? 

Innovation
With more than 150 million albums sold, $700 million dollars in ticket sales (Source: Forbes)—their latest album, Songs of Innocence, is another example of what U2 does best: innovate. Every album released brings higher expectations from their fans than the previous one. They have consistently created billboard hits over the past 30 years because they continue to innovate. They do this by surrounding themselves with the best people and utilizing their unique talents and skills.

To wrap up, brands that start with a good product, possess purpose, experience, authenticity, maintain consistent branding and who can continually innovate can expect long term success. So go out and rock your brand!

 

Brand Interview Guide

 

Free Download:
Brand Development Interview Guide 

Developing your brand starts with asking the right questions. Use this guide to draft the questions to ask your customers/clients to uncover your brand.

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Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.