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Behaviour and Experience: Why Pure Communications are Not Enough

A quote from Brew Dog’s James Watt features prominently in a recent Drum feature on the beer challenger’s journey to mainstream brand, and it caught our eye:

“A brand is no longer just a mark or logo. It is every facet of your entire business. It is an emotional reaction that exists inside the heads of people which you cannot control. It is all about perception. Not your own perception, but the perception of others. It doesn’t matter one iota what you think your brand is; it only matters what your customers or potential customers think it is.”

Brewdog Beer Image

For us, it immediately brought to mind another quote. This one, from the world of digital experience planning and tech innovation:

“For a Brand to really exist, it must be brought to life in each experience that the customer has with the business behind the Brand. This needs to be more significant than a consistent use of a logo or a particular messaging vocabulary or attitude.”

The latter is from brand and UX agency Method Inc’s Patrick Newbury & Kevin Farnham writing in their 2013 book, Experience Design.

The first quote says, “the people own the brand but you must steer it with your attitude and behaviours.” The other that, “your brand must be expressed in the experiences people have with it.”

At RPM we subscribe to both. Both the behaviour of a brand and the direct interactions people have with it, across any touchpoint, are key.

The static stuff – logos, tone-of-voice and other pure (advertising) comms - just won’t cut it without a commitment to brand behaviour and an experience that emphatically embodies what you stand for. Actions really do speak louder.

 

Actions Speak Louder

 

Brew Dog delivers that experience through its own bars, its constant product innovation and by letting customers share in its success through equity.  Then it advertises the value embodied in that experience. The message is that ‘you’re part of an enlightened community with a shared attitude’.

Brand behaviour and the experience people have of your brand are fundamental – pure communications are simply not enough.