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How does this relate to any other business? Think of ways to create some form of experience around your product or service that can be memorable for a person visiting your website, store or office.
How can you be different and stand out?

Going back to the café scenario, I’d like to share with you a brand experience I had recently. I had just come out of a café (called Brother Baba Budan) in Little Bourke Street in the city and bumped into a friend who worked above one of the shops. After chatting awhile he pointed to a café near the one I had just come out of and said that he couldn’t understand why it was so empty and Brother Baba Budan was so full. He noticed that every day there was a coffee queue outside this café.

Personally, I was attracted to the popular café for its atmosphere and ambience. They have clearly placed importance on their interior, creating a warm, cosy and welcoming environment using a mixture of wood and interesting building materials. For a quirky touch there’s also old chairs hanging from the ceiling.
This creates interest and a point of difference for passers-by as well as for those sitting and waiting
for a coffee. Even if you didn’t know this café was passionate about specialty coffee, you get a sense
that they are creating a great experience through everything they do and you want to try out their food
and be a part of it.

The empty café on the other hand has not considered their interior or image at all. It looks like a standard café with laminex tables and harsh lighting. They have created no point of difference, no ambience and no excitement to entice you in. It doesn’t give you a sense they know about good coffee or food, whereas the busy café has a sense of gourmet.

This example shows you how people make snap judgements purely from the image or experience that you are creating.

Isn’t it time that you thought about what feelings people get when they experience your brand and how
you can make this experience more emotive and appealing? It’s never too late!