When was the last time you had a grand all paid vacation that you reminisce still today?
Each one of us, if lucky, have got ourselves that one vacation, which we remember throughout our lives. I want to focus upon that all one-paid vacation away from your home country, which started making an impression right from the moment you alighted from the aircraft!
I had one such vacation in Cheju Island, Korea, which has been etched in my memory permanently. Why? Because the moment I left the aircraft, and walked toward the immigration, it was a complete take-over of all my worries. Consider this:
A man from the hotel was seen standing on the other side, with a placard of my name.
Once I signalled him, he managed to come near the counter, greeted the immigration officer with a bow and smile, and explained my guest visitor status.
He guided me to a taxi at the airport’s arrival exit gate, prepaid the fare, and saw me off.
The driver took us through a long drive to the city, reached hotel, and managed our luggage into the reception counter.
Another man greeted us, and took us to our room, greeted us a good evening, and disappeared.
After an hour the intercom rang and the lady on the other side offered light supper options of Indian, Continental, Arabic, Asian and American cuisine.
The next day an early call reminded of our breakfast which starts and finishes very early.
By 10 am, another man called from the reception and was ready to take us around on an excursion.
This type of guided comfort and relaxed interaction continued over the 3 nights 4 days of our stay. It was over only when we landed at our home destination, and received a text message greeting us back to our country, followed by call at the baggage counter, just making sure if we got our luggage right!
Now, I know for sure, many of the readers would say it’s fiction! But, the best part is that it did happen, and the best of the guided holidays still happens this way, even to this day!
No wonder, the Hospitality brand which took care of the whole experience is also the best known one in the whole of South East Asian belt, most awared one, and a real-life example of a Total Branding in action.
What is Total Branding? Why is it so important?
The concept of Total Branding is not just creating a logo or designing a catchy slogan. The more holistic and integrated you can think of a brand, encompassing all aspects of a brand's identity, values, customer experience and culture, the closer you move towards long-term brand value creation. This is how the Total Branding is created.
Total Branding is all about consistency, authenticity, transparency, inclusiveness, sustainability, innovativeness, and is data-supported. Total Branding creates a total, holistic experience for customers across all its touchpoints.
In the attention economy and digital content clutter, consumers are increasingly searching for brands that they don’t have to spend much time to develop trust and connect with. Brands that share their values and that are impacting the world positively, are always supported by them.
Total Branding ensures that the brands meet these needs and build lasting relationships with these customers.
Some examples of highly successful “Total Brands”
Apple’s minimalist and sleek design, with its iconic logo and clean product aesthetics makes its identity a universally adoptable one. Its stores go to great lengths to provide an immersive customer experience and a premium brand image.
Whenever Apple talks to its customers, its messaging consistently focuses on innovation, user-friendliness and the idea of challenging the status quo. The brand is also consistent across its product lines, marketing collaterals, store design, creating one total brand experience.
All these deliberate efforts, which appeal to users’ emotions and emotions and aspirations, have cultivated a passionate and loyal customer base for Apple.
Coca-Cola has become a symbol of joy and celebration. Its iconic bottle shape and its distinctive red logo are unique triggers that create a sense of nostalgia and happiness.
The brand’s messaging around “refreshing experiences” and “bringing people together” resonate with a wider selection of customers, cutting across age groups, cultures, communities and ethnicities. Coca-Cola deliberately maintains the same visual elements and slogans across different markets and advertising channels, which emotionally connect with consumers. This is how it creates a total brand experience.
Nike’s "swoosh" logo, its association with athletic performance and innovation, its exclusive products, its stores and its online platforms together provide personalized and total brand experiences.
The brand is consistent in its design, messaging, and its endorsement of athletes and sports events. Its messaging emphasizes empowerment, athleticism, and its slogan inspires consumers to achieve their goals. By aligning with athletes and promoting social and cultural causes Nike has built an emotional relationship with customers.
Starbucks’ green relaxed logo, café store ambiance, and premium coffee offerings promotes the idea of the most sought after "Third Place" for all customers. By providing a cozy and welcoming environment, friendly baristas and customized beverage options, it’s a comfortable space away from home or work where people relax and connect.
Starbucks maintains consistency in store design, product quality, and branding across its global locations. It fosters a personalized emotional connection with customers, community engagement, and sustainability initiatives. That’s how Starbucks creates its Total Brand experience.
Some other examples of Total Brands
How can you create a Total Brand?
Start with a clear purpose. What is your brand's reason for being? What impact do you want to have on the world? Once you have a clear understanding of your purpose, you can start to align all of your brand's activities around it.
Create a holistic experience. This means ensuring that every interaction a customer has with your brand is consistent and meaningful. This includes everything from your product and service offerings to your marketing and customer service.
Be authentic. Customers can spot a fake from a mile away. Be genuine in your interactions with them and let your brand's personality shine through.
Be transparent. Consumers want to know what your brand stands for and how you operate. Be open and honest with them about your values, your goals, and your challenges.
Be inclusive. Create a brand that welcomes everyone, regardless of their background or beliefs.
Be sustainable. Customers are increasingly concerned about the environmental and social impact of the brands they support. Make sure your brand is committed to sustainability.
Be innovative. The world is constantly changing, so your brand needs to be able to adapt and evolve as well. Be on the lookout for new ways to improve your products, services, and customer experience.
Be tech and data-driven. Use data to understand your customers and their needs. This will help you make better decisions about how to allocate your resources and improve your brand.
Be collaborative. Work with your employees, partners, suppliers and customers to create a brand that is truly “TOTAL”
Becoming a Total Brand is a journey, not a destination. It takes time, effort, and commitment. But it is a journey that is worth taking.
By following the above guidelines you too create a Total Brand experience for your customers, which builds trust, loyalty, and advocacy. So that the next time your customer looking for similar values in the market, they dont waste time… instead wants just you to take over!
I love this idea of a total brand, it’s like a superbrand- awesome stuff!