The DNA Process: Drive
When we speak about “Drive” we are talking about what is the drive behind what we are creating. What’s its underlying objective, and how can we best achieve this.
We find most of the time this fits into one of three categories:
Brand Experience - this is all about exposure of your brand, giving the feeling of what your brand stands for and how you want individuals to perceive it.
Campaign Marketing - this is when you want someone to take an action after engaging with your content. Whether it be to make a purchase, follow, or simply move to the next stage in your marketing funnel.
Communicate - this is about visual communications, passing of information in a clear and concise way for the masses to understand. This can be important for many different reasons in both the consumer and corporate worlds.
Gone are the days of selling to a single customer and moving on to the next. And gone are the days when brands only think of their customers as their only audience.
“Full” brand experiences have become such a huge and influential part of a businesses growth that investing in this type of continuous engagement - for both customers and employees alike - is something most brands are now choosing to do.
What is a brand experience?
Every interaction we have with a business forms part of the overall experience we have with their brand. And it’s our experiences that ultimately affects how loyal we choose to be as customers, as employees or even stakeholders.
Whether it’s something we’ve seen, heard or felt about them - whether it’s product related or service related, it all comes down to perception.
At VISUALAB, everything we produce as digital content experts, contributes towards the “full” brand experience, whether it be customer facing or employee facing.
From brand videos to digital internal communications content, every single production is designed to create a special, positive and memorable experience which then forms part of a much bigger picture - all related back to the brand.
Put simply, experiences can be broken down into three elements:
Message: Determine what your message is as a brand and consistently deliver this until it becomes so familiar with your audience that it’s immediately recognisable.
Touchpoints: Every message needs a touchpoint. Whether it’s online, in-store, in your offices, keeping this message consistent throughout your business is a challenge, but key to building that full brand experience.
Execution & management: For us, it’s more than just delivering a message and hoping it sticks. As well as frequency and consistency, it’s also about reviewing and refreshing to keep that experience new, fun and exciting.
Get a feel for the brand experiences we’ve had the pleasure of working on, over on our portfolio page. We’ve worked with businesses both big and small, on both internal and external facing experiences that have played a key part in their business’s growth.