How companies act is more important to customers than what they say about themselves. In this article by Martin Jordan and Christian Vatter we apply Service Design to help Corporate Behavior step up and fulfill its role in the holistic concept of Corporate Identity.
In this article published in „Touchpoint“, Martin Jordan and Christian Vatter propose a fruitful integration of service design and brand communication. Combining the approach of influencing actions and influencing perceptions, value for users and businesses can be created at the same time.
(German only) This article proposes an extension of branding activities beyond communication into the experience that brands provide at various touchpoints. Today’s abundance of commercial choices lead to darwinistic behavior: Brands that are to complicated to „use“ or that do not offer a clear benefit will be dropped in favor for those who do.
Service brands have additional branding options that product brands don’t have: The service experience. This white paper shows how to create a signature experience by combining service design and branding – leaving customers with a unique story they can experience first-hand.
Traditional ways of marketing are more and more perceived as an annoyance. Service Design regards usefulness, usability and desirability, whereas brand communication is mostly concerned with the promise and very little with its delivery. Combined, the two approaches create value for people and promote business. Instead of just giving a promise Brand Service already deliver on it.
A brand is what people think and feel about a product or service. As a strategic instrument brands focus information and create meaning beyond facts. Beyond that, brands as a unified internal vision are a business tool that guide all actions that are ultimately influencing how a company relates to public. This white paper sheds light on the fundamentals of customer centric branding.
As customers lose trust in traditional message oriented forms of marketing, it becomes more important what a brand does than what it says. As additional way to build brand preference, Branded Customer Experience is complementing the traditional branding approach with service design. It helps improving the customer-brand relationship by creating encounters with the company that are pleasant, useful, and beneficial. At the same time, these encounters are designed to deliver on the brand promise.