9 ways

to create a
Total Brand
experience
Concept of Branding

It is not just creating a logo or designing

a catchy slogan.

The more holistic and integrated you

can think of a brand, covering all
aspects of a brand's identity, values,
customer experience and culture, the
closer you move towards long-term
brand value creation.

This is the key to create a

Total Branding Concept.
What is Total Branding
Total Branding is about consistency,
authenticity, transparency, inclusiveness,
sustainability, innovativeness, and is data-
supported.

Consumers are continuously searching

brands that they can trust, but without
spending much time with them.

Brands that share their values and are

positively impacting the world, are always
supported by them.

Total Branding creates that total, holistic

experience for customers across all its
touchpoints.
4 Examples of highly
successful ‘Total Brands’
• Minimalist & sleek design, iconic logo and
clean product aesthetics makes Apple
universally adoptable.
• Its stores go to great lengths to offer immersive
customer experience and a premium brand
image.
• Each time Apple talks to its customers, its
messaging consistently focuses on innovation,
user-friendliness and the idea of challenging
the status quo.
• The brand is also consistent across product
lines, marketing collaterals, store design,
creating one total brand experience.
• All these deliberate efforts, which appeal to
users’ emotions and aspirations, have
cultivated a passionate and loyal customer
base for Apple.
• Starbucks’ green relaxed logo, café store
ambiance, and premium coffee offerings
promotes the idea of the most sought after
"Third Place" for all customers.
• By providing a cozy and welcoming
environment, friendly baristas and customized
beverage options, it’s a comfortable space
away from home or work where people relax
and connect.
• Starbucks maintains consistency in store
design, product quality, and branding across
its global locations.
• It fosters a personalized emotional connection
with customers, community engagement, and
sustainability initiatives.
• That’s how Starbucks creates its Total Brand
experience.
• Coca-Cola has become a symbol of joy and
celebration.
• Its iconic bottle shape and its distinctive red
logo are unique triggers that create a sense of
nostalgia and happiness.
• Its messaging around “refreshing experiences”
and “bringing people together” resonate with a
wider customer base, cutting across age
groups, cultures, communities and ethnicities.
• Coca-Cola deliberately maintains the same
visual elements and slogans across different
markets and advertising channels, which
emotionally connect with consumers.
• This is how it creates a total brand experience
• Nike’s "swoosh" logo, its association with
athletic performance and innovation, its
exclusive products, its stores and its online
platforms together provide personalized and
total brand experiences.
• The brand is consistent in its design,
messaging, and its endorsement of athletes
and sports events.
• Its messaging emphasizes empowerment,
athleticism and its slogan inspires consumers
to achieve their goals.
• By aligning with athletes and promoting social
and cultural causes Nike has built an
emotional relationship with customers.
 What are the methods
to create a ‘Total Brand’?
#1 Start with Clear Purpose
• What’s your brand's reason for existence?
• What impact do you want to have on the
world through your brand?
• Once you have a clear understanding of your
purpose, you can start to align all of your
brand's activities around it.
• Purpose-led brands are always perceived
holistic or “Total”

#2 Create a holistic brand experience.

• This means ensuring that every interaction a
customer has with your brand is consistent
and meaningful.
• It includes everything from your product and
service offerings to your marketing and
customer service.

#3 Be authentic.
• Consumers can spot a fake from a mile away.
• Be genuine in your interactions with them and
let your brand's personality shine through.
#4 Be transparent.
• Consumers want to know what your brand
stands for and how you operate.
• Be open and honest with them about your
values, your goals, and your challenges.

#5 Be inclusive.
• Create a brand that welcomes everyone,
regardless of their background or beliefs.

#6 Be sustainable.
• Consumers are increasingly concerned about
the environmental and social impact of the
brands they support.
• Make sure your brand is committed to
sustainability.
#7 Be innovative.
• The world is constantly changing, so your
brand needs to be able to adapt and evolve
as well.
• Be on the lookout for new ways to improve
your products, services, and customer
experience.

#8 Be data-driven.
• Use data to understand your customers and
their needs.
• This will help you make better decisions about
how to allocate your resources and improve
your brand.

#9 Be collaborative.
• Work with your employees, partners, and
customers to create a brand that is truly Total.
In conclusion…

Becoming a whole brand is a journey, not

a destination.

It takes time, effort, and commitment.

But it is a journey that is worth taking for a

brand marketer.

By following the recommendations shared

here, brands can create a holistic
experience for customers that builds trust,
loyalty, and advocacy
 What’s your brand status?
How far are you, from creating
a Total Brand?
Write in your opinions and views
in the comments section below.

I am @shantanusengupta
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