A company’s signature experience is what it does especially
well. It’s the odd or unique process that makes your company stand out in
people's minds ( (Read this HBR article). Most companies, in time, always end up providing a signature
experience. They may either not know about it or may know and use them as
foundation to their positioning. Either way it’s something that needs to be
harnessed because in that special moment of delivering something different may
lie the key to attracting and retaining customers.
Companies need to search their organization and look across their
customer delivery structure at possible signatures they are leaving on their
customers. If companies can pick three such experiences and package them and
sell it consistently, they may have a winner on their hands. Linking these experiences
to its brand can help reinforce their brand image. For example it will give more tangibles to customers to associate with the brand promise.
Most successful brands have distinct signature experiences
that they leave behind in a customer’s mind; it is these experiences that are
spoken about to other customers. Bringing together these voices under the banner
of your brand as a signature experience could be your next brand building move.
Tell us about some signature experiences you have come
across with the companies you interact with.
