Creating confidence in your brand through an enhanced user experience - Presented by John Hinder,...

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John HinderHead of Digital ExperienceScottish Life

Creating confidence in your brand through an enhanced user experience

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3 things I was asked to cover

Understand how to implement a strategy that serves to increase trust in your brand

Understand how to implement a strategy that serves to increase trust in your brand

Establish why a superior customer experience goes hand-in-hand with brand confidence

Establish why a superior customer experience goes hand-in-hand with brand confidence

Distinguish how you can proactively demonstrate that your organisation is a credible and relevant player in the changing market place

Distinguish how you can proactively demonstrate that your organisation is a credible and relevant player in the changing market place

Today’s topics

What is a brand?A quick look at customer experienceHow they fit togetherWhy do people trust brands?Harnessing brand trust

Today’s topics

What is a brand?A quick look at customer experienceHow they fit togetherWhy do people trust brands?Harnessing brand trust

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The history of brands

brandrold norse meaning "to burn”

brandrold norse meaning "to burn”

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The industrial revolution

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It’s more than a logo

The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.David Ogilvy

A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. American Marketing Association

To put it at its simplest, a brand is a promise.

Any brand is a set of perceptions and images that represent a company, product or service. Persuasive Brands

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.Seth Godin

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Let’s simplify things...

1. Your brand is your reputation

2. You don’t own your brand, your customers do

Your brand is what your customers think of you