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Peter Harabedian | Creating a Positive Brand Experience to Land More Customers
Peter Harabedian is the Vice President of Corporate Marketing at Scorpion. Daily, he works with a team to market the agency, execute initiatives, and support the acquisition of new business, with a focus on delivering an outstanding brand experience.
Brand Experience
“In a nutshell, branding is what people are saying about you or your business when you leave the room. It’s that thing that lasts… or shows up before you do.”
As the business, you are in charge of creating the experience and shaping what customers think about you, but every customer will respond a little bit differently. The experience also has to do with how you respond to their response.
Branding isn’t just your logo or colors. It’s every aspect of your interaction with the customer, from their call in need, to whether your technician shows up on time. All of these aspects are equally important.
First Impressions and Brand Psychology
Peter emphasizes the power of first impressions and how they set the tone for a brand experience. You want to be in people’s brains ahead of time. You should be thinking of how you can remove stereotypes they may have about your industry and replacing them with positive impressions of your brand.
At Scorpion, part of their process when working with their clients is helping them create a uniquely striking impression for their customers. They send these USI’s to new customers and people they need to rebuild trust with if a mistake has been made.
A certain part of your customer’s brain becomes dedicated to your brand, so it’s hard to shake first impressions.
“So that’s the goal, is to have your brand… to control that spot in someone else’s brain so that it’s harder for your competition to take that out of their mind.”
Storytelling
Storytelling has been the largest form of communication throughout human history, and it’s an effective way of teaching. We like hearing stories. As a business, when you tell a story, you are engaging with your customers and prospects by creating a powerful emotional and educational tie.
Shape your storytelling around the needs of your brand audience, and the pains and roadblocks they are encountering.
Purpose
Create trust by providing a positive experience. The companies that do it right truly succeed and their brands stand out in people’s minds as a result.
Peter highlights the importance of having a clear purpose to define your company’s USI. You want to cut through the noise and differentiate yourself. It can be something small, but knowing who your customer is will make it effective.
Giving your customer the peace of mind that you will take care of their problem, putting them at ease that they can trust you in their home, and then following up goes a long, long way.
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By Scorpion
4.9
1818 ratings
Peter Harabedian is the Vice President of Corporate Marketing at Scorpion. Daily, he works with a team to market the agency, execute initiatives, and support the acquisition of new business, with a focus on delivering an outstanding brand experience.
Brand Experience
“In a nutshell, branding is what people are saying about you or your business when you leave the room. It’s that thing that lasts… or shows up before you do.”
As the business, you are in charge of creating the experience and shaping what customers think about you, but every customer will respond a little bit differently. The experience also has to do with how you respond to their response.
Branding isn’t just your logo or colors. It’s every aspect of your interaction with the customer, from their call in need, to whether your technician shows up on time. All of these aspects are equally important.
First Impressions and Brand Psychology
Peter emphasizes the power of first impressions and how they set the tone for a brand experience. You want to be in people’s brains ahead of time. You should be thinking of how you can remove stereotypes they may have about your industry and replacing them with positive impressions of your brand.
At Scorpion, part of their process when working with their clients is helping them create a uniquely striking impression for their customers. They send these USI’s to new customers and people they need to rebuild trust with if a mistake has been made.
A certain part of your customer’s brain becomes dedicated to your brand, so it’s hard to shake first impressions.
“So that’s the goal, is to have your brand… to control that spot in someone else’s brain so that it’s harder for your competition to take that out of their mind.”
Storytelling
Storytelling has been the largest form of communication throughout human history, and it’s an effective way of teaching. We like hearing stories. As a business, when you tell a story, you are engaging with your customers and prospects by creating a powerful emotional and educational tie.
Shape your storytelling around the needs of your brand audience, and the pains and roadblocks they are encountering.
Purpose
Create trust by providing a positive experience. The companies that do it right truly succeed and their brands stand out in people’s minds as a result.
Peter highlights the importance of having a clear purpose to define your company’s USI. You want to cut through the noise and differentiate yourself. It can be something small, but knowing who your customer is will make it effective.
Giving your customer the peace of mind that you will take care of their problem, putting them at ease that they can trust you in their home, and then following up goes a long, long way.