The Emotional Brand Experience Featuring Lindsay Pedersen

Shep Hyken interviews Lindsay Pedersen. They discuss strategies for how brands can differentiate themselves by creating authentic, genuine connections with their customers. Top Takeaways: -      A brand is its customer experience, and vice versa. The brand and the experience are built on the relationship between a business and its customers. -      Advertising and marketing may attract new customers, but it’s rarely the real reason why customers like doing business with a brand. Customers like doing business with companies because of how those companies make them feel. -      Many companies focus too much on acquiring new customers rather than retaining the customers they already have. -      Every company should ask itself why it is in business. This question becomes especially important if the company keeps losing customers. Create an experience that reduces customer churn. -      You must differentiate yourself from your competitors. Be wary of doing this through your product alone; that method is too easy to copy. But if find a way to meet a unique need for your customers, you will find success. -      The most important question a company can ask itself is what emotional reward they want the customer to enjoy by choosing to do business with them. There is emotional value in the connection between a company and its customers, and brands must tap into that. Quote: “Businesses don’t make money by impressing people with cool ads. They make money by attracting and retaining customers.” - Lindsay Pedersen Lindsay Pedersen is a brand strategist and owner of Ironclad Brand Strategy who recently authored Forging an Ironclad Brand: A Leader’s Guide. She has advised companies from burgeoning startups to national corporations. Learn more about your ad choices. Visit megaphone.fm/adchoices