If you’re a brand with a fun, quirky personality, your in-store experience would embody these values. You probably have bright colors and signage with models making silly faces. This same personality should extend into all of your marketing assets from store design to email marketing—the language, colors and general content of your messaging should echo whatever the customer experience is. It should have that same quirkiness and same essence, just translated onto a different platform.
If you lose your personality and, for example, your email marketing becomes generic and not compelling, your brand’s emails then get marked as spam. Now, the customer most likely holds your brand in an unfavorable position. Don’t lose the personality of your customer experience in your content experience.
Personalizing content is the icing on the brand experience cake because you get to: 1. Use the personality developed by your editors to serve that individual’s specific wants and needs. 2. Send targeted offers by tracking which specific products the customer is interested in, which are proven to be more successful than generic offerings.
A unique personality through all elements of the customer and content experience separates your message from others.