In the ever-evolving world of branding and marketing, it’s crucial to ask yourself a vital question: Are you telling the right story about your brand? To explore this intriguing topic, we turn our attention to the expertise of Kitty Hart, Heroic’s VP of Brand Experience, who recently shared her invaluable insights on the Corporate CPR podcast. With 25 years of experience in the branding and marketing arena, Kitty is a seasoned pro in crafting remarkable brand design and experiences. In the episode, she discussed a plethora of ideas that can transform the way you perceive and present your brand. Let’s dive into her wisdom and discover how you can breathe new life into your brand’s story.
Designing Every Interaction with Control and Consistency
Kitty’s first nugget of wisdom is all about designing every interaction your audience has with your brand. She states, “If you leave things undesigned, you will have misunderstanding.” She emphasizes that successful companies understand the significance of designing every moment, as it directly influences the way your brand is perceived.
Brand consistency is like the North Star guiding your audience through the galaxy of options. To maintain a positive brand perception, companies must control and be consistent in how their brand shows up in various instances. This consistency ensures there’s no room for misunderstanding about your brand.
Kitty underscores that the integration of design thinking into your business strategy is the secret sauce for creating memorable brand experiences. It’s not just about how your brand looks, but also how it feels. A well-thought-out design thinking approach can revolutionize your brand’s story and engagement.
Listening and Adapting: Keeping a Finger on the Pulse
To gauge how well your brand is perceived, Kitty advises brands to actively monitor social media and conduct surveys. “Social media is a good sounding board,” she says. If people aren’t talking about your brand or are expressing negative sentiments, it may be an indicator that improvements are needed. Listening and adapting are essential to keeping your brand fresh and relevant.
Crafting a Clear Brand Story: Your “Why” Matters
Crafting a clear and compelling brand story, grounded in your “why,” is pivotal. Kitty emphasizes the importance of involving a cross-section of your organization to create and maintain a consistent brand message. A well-crafted brand story not only informs but also inspires.
Shift in Perspective: Beyond Products and Services
For your brand to truly stand out, Kitty suggests shifting the focus from products and services to the results and impact on customers. Challenge the status quo and emphasize why you do what you do. Your brand is more than just what you sell; it’s about the difference you make in people’s lives.
Design and Visuals Matter: Creating Engaging Environments
Visuals, staging, and technology play a significant role in crafting engaging and enjoyable corporate events. A well-designed environment enhances the learning experience and leaves a lasting impression. So, pay attention to the aesthetics of your brand’s touchpoints.
Balancing Content and Engagement: Keep Them Wanting More
Successful events strike a balance between informative content and enjoyable elements like entertainment and networking. Kitty advises keeping attendees engaged and looking forward to future events. It’s all about creating experiences that people want to be a part of.
Kitty’s Top 3 Takeaways for You
- Consistency is Key: No matter the size of your company, maintaining brand consistency is vital.
- Focus on Delivery: Observe how your product or service is delivered from beginning to end – encompassing words, visuals, behaviors, and more.
- Learn from Others: Look beyond your industry to find inspiration in what other brands are doing. Apply these insights to your own business.
Kitty Hart’s wisdom is a treasure trove for anyone seeking to take their brand’s story to the next level. Remember, your brand is an ever-evolving story, and by embracing these insights, you can craft experiences that resonate with your audience, leaving an indelible mark on their hearts and minds. So, are you ready to tell the right story about your brand? Kitty Hart has given you the roadmap; now it’s your turn to embark on the journey. Happy branding!
To learn how Heroic can help you create memorable experiences, contact us.
To learn more about how Kitty Hart spearheaded Heroic’s rebrand, visit our blog post.