Cecilia is an experienced brand designer, always eager and curious to learn new things.
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Use your brand to manifest your purpose
Cecilia Hansen describes how brand and customer experience can be a unique manifestation of your purpose and highlight the value you bring to customers.
Brand experiences are the real moments of truth. They appear when all your strategies, plans and executions meet the people they were designed for. It’s also where your purpose comes full circle.
Brand experiences are direct and indirect, digital and analog, personal and general. They relate to companies, products, and services. They are the cumulative impact of multiple touchpoints over time and space.
When your brand experience manifests your purpose, it’s also easier to unify your organization. You avoid silo work and can build consistency. –Cecilia Hansen, Design Director at Lynxeye
Creating a unified experience across all touchpoints and channels is often easier said than done. A purpose-driven brand strategy is a great way to set a direction for your brand, since it is so closely connected to how your business creates value for all stakeholders.
When your brand experience manifests your purpose, it’s also easier to unify your organization. You avoid silo work and can build consistency.
Customers who are emotionally connected to a brand are three times more likely to recommend it to others.
An example of a brand successfully doing this is Dove. It manifests its purpose, “Change beauty into a positive experience for everyone” across touchpoints. The result is a flawless customer and brand experience that is bold, but highly credible.
To Dove, purpose is not superficial. The brand lives its purpose by publicly challenging unrealistic beauty standards, and promoting educational self-esteem programs. Their product range is broad and caters to diverse skin types and needs, and is designed without beauty stereotypes. Ad campaigns feature real people of various ages, ethnicities, and body types. All to make everyone feel confident and beautiful in their own skin.
When manifesting your purpose through brand and customer experience, especially in those key signature moments, the value you bring will be clear. This will provide competitive edge and boost your business performance.
Three out of four customers that have an emotional connection to a brand they believe to be genuine will happily pay more for its products or services.
Cecilia Hansen, Design Director
Cecilia's curiosity and eagerness to learn have taken her a long way and led her to work with various brands, such as Åhléns, Axfood/Garant, and most recently Klarna where she held the role of Brand Design Lead within the Global Brand Studio.
Explore your next opportunity
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Use your brand to manifest your purpose
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Brand development
Use your brand to manifest your purpose
Cecilia Hansen describes how brand and customer experience can be a unique manifestation of your purpose and highlight the value you bring to customers.
