Smooth and Silent: The Great brand of invisible

of the details

The details of the BMW car's vigorous closing sound and the soft tapping of the Calculator button are fascinating.

The devil hides in the details of the old saying that the magic is hidden in the details. In addition to raw materials, product quality also include what constitutes? -Attention to detail.

Apart from the choice of "leather", what is the difference between a cottage version of Gucci handbag and the original? Sewing, lining, zipper and so on. In short, quality is hidden in details that most people don't notice-unless you touch the product and observe it carefully. It is those skills that keep luxury brands on hold and withstand the test of trends.

The brand is not the same as the products and services it represents. Frantically looking for a "unique market statement", or a logo designed to showcase the company's image and show its differences, is a pointless war in some ways. Slogans can be catchy, but the final slogan does not allow people to buy products. What makes a woman decide to buy Chanel number 5th perfume or Miyake's elegant rose? Not slogans, but the smell of these perfumes on women's skin.

What makes you so special?

What makes your brand unique and better than your competitors is the assembly of many small things. In other words, you can't just focus on the manufacturing of outstanding products or services, but also how the sales and support team treats the customer and how the operator answers the questions.

Jawbone UP24 Fitness tracking device is a good example. It followed my sleep, my workout, my diet, and I finally got hooked on the wrist strap and its iOS app. So that 3 months later, when it suddenly failed to work, I was caught in a little panic. Worry that all the data (and exercise) will be gone. But it turns out that Jawbone has a great support system. They solved my problem smoothly by phone and email. They're using people, not robots. I briefly registered my question in their fault registration system. They sent me a new one immediately after they had exhausted all possible solutions and still couldn't make the equipment work. Because of this humanized and efficient service, I have become loyal to the brand. Jawbone Make sure that your employees behave professionally-and make sure that I don't get lost in automatic voice or email to make things a lot different.

Let the details be invisible

It is the combination of countless details that shapes the brand's image from the customer's heart. These details can have a subtle effect. Not everyone is aware that sewing can make such a big difference. Skilled implementation of the details, so that most people do not perceive, should be able to create a magic and magical feeling. Think of high-end German cars, such as Audi, BMW, Mercedes Benz. The sound of the BMW's vigorous closing sound represents quality. You can't hear clicks, you can't hear the sound of metal flakes, only a compact voice that gives confidence. The steering wheel also has carefully crafted details: The taste, the feeling of the seat, the manipulation of the steering wheel, the specific elasticity of the dashboard button, and so on.

I wonder if anyone remembers the HP Science Calculator button, which is impressive compared to rivals such as Casio and Germany, the perfect elasticity and soft clicks of HP's calculator. The latter two companies apparently did not spend much effort thinking about how the buttons should feel. The results are very different.

Advertising and branding should also be considered in the same way. Yes, big ideas are important, but success depends on execution, coherence, and attention to every word. Instead of defining your brand by simple messaging, trust your customers to recognize all the positive features behind the brand and not just the brand slogan. Make sure that what you are delivering is carefully crafted and identifiable. All contact points should be carefully considered, even every time HTML email marketing.

Apple and Crate & Barrel are excellent examples of perfect email design. And Google's e-mail is a lack of consistency, it seems a bit arbitrary. The emails from Apple and Crate & Barrel are well furnished with beautifully crafted images that can easily be absorbed (if not concise). They are not afraid to let us scroll the page, will not pile up all the content in the first screen.

You might think that all these details are simply invisible. But what is truly invisible is the brand's meticulous organization of every detail, whether or not it is seen. All these bits and pieces of effort accumulate to be able to constant, sprout strong brand power.