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Building a Great Brand Experience

This week’s download is a fun one — Dorian is sharing the recipe for his irresistible lasagna from scratch. Download it, try it, and let us know what you think!

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About This Episode

In this special episode, Tricia and LZ welcome Dorian Usherwood. Dorian has 26 years of experience in brand strategy development, customer experience, and brand development and management among many other skills.


Dorian is a master at using visual expression as a way to communicate a marketing message. So we’re going to talk to him about that, as well as what leaders need to know about creating a great brand experience for their company – and how to use that to really move the company forward.

1. Brand experience is about consistency.

It doesn’t matter whether you are a large corporation, a growing startup, or a brand-new small company, consistency carries a ton of weight. When people interact with your brand, they expect the same treatment, the same experience, every time. That’s when you begin to grow and be known as a brand.

2. Your brand experience isn’t just external – it’s also internal.

It’s about your team members and their experience working for you. How are they connecting to the brand? How do they answer the question, “What does it mean to work here?” Is their experience of the company culture similar? Make sure you don’t focus on customer experience so much that you forget about the team.

3. All touch points should create interactions that are consistent with who you say you are as a brand.

Whether it’s marketing, sales, customer service, or a greeter inside a big box store, all of your brand’s interactions should have a similar feel. Continue seeking feedback to make sure you aren’t out of touch with what you say you are versus how your customers are experiencing your brand.

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