Building a Brand Customers Love 

Shep Hyken interviews Joanne Chan, CEO of Turner Duckworth, a world-class branding agency with studios in San Francisco, London, and New York. She talks about how brands like Amazon, Coca-Cola, and Levi Strauss & Co. infuse a clear vision and emotional connection in their branding to communicate a customer-focused experience. 

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

Top Takeaways:   

• Branding is crucial for any company because it defines how customers perceive the business. A strong logo and brand identity can create emotional connections with customers, making them more loyal and engaged.  

• Successful branding involves creativity and an understanding of what the brand represents. A great logo or brand can stand the test of time while still resonating with new customers, like Amazon's smile logo, which emotionally connects the customer to a happy experience and communicates that Amazon sells everything from A to Z.   

• In any business relationship, listening is vital to understanding client needs and expectations. Listening helps you create solutions that cater to the client's specific requirements. Listening with empathy throughout the partnership can nurture long-lasting relationships and repeat business. 

• Everyone makes mistakes, and in business, you must handle them well. When a mistake happens, take responsibility, listen to your customers, and work to solve the problem together. Owning and handling mistakes well shows your customers that you are reliable and committed to delivering an amazing experience. 

• Creating a brand involves more than just a name or logo. It's about evoking emotions. This involves using design to speak to the heart of what the consumer cares about. That’s part of the customer experience. 

• The new generation of customers interacts with brands differently. They expect personalized and engaging experiences. Brands must be flexible and adaptable while maintaining consistency. 

• Plus, Joanne shares how her team came up with the Amazon logo and how they purpose-built it for the future. Tune in! 

Quote:  

"To infuse a brand with personality, marketers need to understand that brands are a way to communicate with their customers. The more emotion you infuse into a visual identity system, the more connection you can have with your customers." 

About:   

Joanne Chan is the CEO of Turner Duckworth. They managed packaging and brand identity projects for clients like Amazon, Coca-Cola, Levi Strauss & Co., and Samsung. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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