Can you think of any cool brands?
Apple, Google and Virgin come to mind.
What makes you feel cool? I feel cool when I have something others want. Exclusive privileges makes me feel cool too. Like being in business class on a long haul flight. That’s pretty cool.
A while ago, I started researching what key ingredients cool brands have in common. There’s a great article in Esquire, “Small things that make you feel cool (that really shouldn’t)”
The article lists some fleeting moments in life that make us feel cool. Here, I use some examples of those moments to show the feelings that any brand can strive to stimulate for a cool customer experience:
1. Ordering cocktail without consulting the menu
We feel: Knowledgeable and skilful
2. Strolling confidently away from a shop counter after handing over the exact change. No need to wait around – you know it’s right
We feel: Knowledgeable, proactive and bold
3. Withdrawing more than £100 at a cash machine
We feel: Prestigious and privileged
4. Using a complicated sequence of keyboard shortcuts
We feel: Expert and skilful
5. Being recognised by an attractive person on the street in the company of your friends
We feel: Good-looking and recognised
— Richard Branson (@richardbranson) 30 August 2016
6. Pulling out a copy of The Times on the tube while everyone else is scanning The Metro
We feel: Exclusivity and prestigious
7. Answering any request from your boss with ‘I sent you that last week’
We feel: Smart and proactive
8. Buying the non-sale item in a place with an end-of-season sale on
We feel: Prestigious, cutting-edge, contemporary
9. Passing through the gates of the tube without breaking your stride
We feel: Focused and forward-thinking
10. Cracking an egg with one hand
We feel: Skilful and bold
And so on – you get the idea.
It boils down to two things: Cool brands make customers feel
e.g. good-looking, contemporary, bold
e.g. knowledgeable, skilful, expert
Your tone of voice, content you share, how you engage and even your chosen sales channels are all key aspects of a cool brand.
To be successfully cool, ensure your product or service makes the customer experience journey a joy for the customer. Don’t be tempted to make your brand the hero. Remember it is your customer that is the hero.
Now, go make a cool brand.