Draw Your Target In To Explore Your Brand

Branding is about the unique and personal experience your space creates for its visitors.   In this post, Draw Your Target In to Explore Your Brand, guest blogger Kathryn (KC) Ha shares that her love and passion for the MASS MoCA and gives ways you can be inspired to create unique experiences for your customers that sets your business apart. This is part of our “Brands That Twist” series celebrating innovative brands. See more of these brands HERE . For more about Kathryn (KC) Ha, check out her bio below.

As an art lover, I frequent art museums wherever I go. While spending four years at Williams College (Williamstown, MA), I was sure to go to every museum in the area. Most of my favorite visits were to MASS MoCA, a contemporary art museum located in a neighboring town, North Adams, MA. I even found myself working in their Kidspace gallery last summer.

What I love most about MASS MoCA is the unique and personal experience it creates for its visitors. The museum immediately captures your attention and draws you into both its art and space.

Three ways that MASS MoCA puts a Twist on the traditional museum experience are:

  • The physical space that houses MASS MoCA immediately captures your attention. The building has served as a textile factory and an electric plant. The radical change from electric factory to art museum gives way to the radical experience for visitors, more specifically children. They enter the building and are immediately drawn to the space and exploring it.
  • The Kidspace gallery literally asks visitors to create their own art, influenced by the artworks in the gallery. For example, last summer the gallery had artwork involving monsters and an “art challenge” that asked the kids to create their own monster from a box of random materials they were given
  • The seasonal outdoor exhibits, such as a sculpture of picnic tables, invite visitors to touch, climb and explore them.

The museum immediately creates an interactive experience with its visitors from the moment they arrive.

First impressions are always key in a relationship, especially when it comes to brands. MASS MoCA has conquered this task successfully.

Other brands can learn from them how to create a strong first impression through:

  • Visual tools, such as color, shape, and symbols, to signal a unique experience to the people- from the moment they enter your brand experience or land on you web page
  • Find ways to get people directly involved in your brand; perhaps through social media or even old-fashioned suggestion boxes.
  • The ability to surprise and delight your target by altering their point of view, such as using picnic tables as art (and not just traditional seating)

MASS MoCA has created a unique, unforgettable brand experience through its ability to invite visitors to want to learn more and spur curiosity from the moment they enter the parking lot. It is key for any brand to immediately captivate their target, to stand out from other brands, and create a deep connection with the public.

About the author:

Kathryn (KC) Ha is a recent graduate from Williams College (Williamstown, MA) where she majored in art history and achieved the NCAA All-American honor for swimming all four years. She is interested in a career in marketing/advertising. She will be traveling around Europe for July, but may be reached for job opportunities at kathryncha90@gmail.com

If you are interested in being a BrandTwist guest blogger, please email jamie@herculiz.com for details. 

Learn how to spice up your brand’s experience. Brand School, our highly effective, premier branding program, will give you tools to innovate your business and enrich your customer’s experience.  Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

“Results came amazingly quick. Now, my brand name speaks my message immediately and I’ve expanded my reach.”  – Lynn Stull, Owner Arts2Thrive

13 Tips For Stronger Branding

This post is part of our series, “Thirteen Tips for Stronger Branding.” See the rest of the posts HERE.

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You might have been thinking about whether you’ve been bringing your A-game to your branding – let’s face it: creating and maintaining a strong brand can be complicated, but I’m here to show you how to make your branding seamless — and help you understand why doing so is MORE than worth the time you put into it. Start here for 13 tips (yes, 13!) you can apply right now to make your brand and your business stronger.

 TIP #1: LOOK THROUGH YOUR CUSTOMER’S EYES

It’s extremely important to continually look at your brand through your customer’s eyes. After all, brands are relationships, and like every successful romantic relationship, there must be two mutually interested parties. Start 2013 with your first customer experience audit. Map out all the touch points on your customer’s journey. Many companies focus just on when their consumer uses a product or service. I want you to think about the entire process.

Think about the moment your consumer starts to interact with your product up until they set it down, until they leave your business’ environment. Enlist help of friends, interns, and neutral third parties, like that kid in a coffee shop playing on his iPhone 5. Ask all of those people to interact with your brand and report back to you on where they felt engaged and well guided and also moments when they felt abandoned or confused. Make sure to photograph or record the experience so that you have documentation and can reference it whenever you think about engaging with your consumer.

Check out tip #2 in the series, Focus on Usefulness, Not Innovation.

BRANDSCHOOL: WHAT THE FUSS IS ALL ABOUT

Like what you’re reading? For more actionable strategies, consider BrandSchool. BrandSchool is the premier program that teaches you how to grow your business by building a stronger brand. From bull’s eye targeting to strategic social media and more, Brand School shares current best practices from Virgin and other world-leaders in branding and shows you how to apply these lessons to your business for greater impact from day one. Learn more about Brand School HERE

“I received huge value from Brand School. You can’t put a price on that experience. I loved the integrated learning experience and that we walked out of the series with a working brand strategy.” – Rachel Watkins, Brand Development for Large Businesses 


First Impressions Matter

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A few weeks ago, I wrote a post about the receptionist being the most important person in a company. Even more important than the CEO, the front desk staff are the first point of contact and can be powerful brand ambassadors.

I got a lot of positive comments on this and even a few fist bumps (well maybe extra big smiles) from some of the Agency receptionists around NYC.

Today I stopped by Virgin and this little place card greeted me at reception.

It immediately put a smile on my face.

What a perfect way to start the brand experience.

That’s my point of view. What’s your twist?
What does your front desk experience say about your brand?

Our online Brand School course will give you the tools you need to keep your brand creative and innovative and full of powerful touch points. Receive more information about the next semester and free tools and tips when you join our mailing list.

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I’ve taken quite a few courses on branding and marketing overall. However, what attracted me to Brand School was Julie’s experience with branding from a corporate level. – Malla H., Brand School Student