Making sure your brand's personality shines through at every encounter.

Sometimes the simplest gesture or unexpected message can delight your audience. Brands that know their personality and embrace it through every touchpoint of the customer journey can leave their competition in the dust.

Here's a quick personal example: I ordered a product this week online from a company I'd never used before. Their confirmation reply email was so much more than a "Thanks for your order." It was friendly and cute, while acknowledging that I was a new user of their product. Not what you might expect from an online contact lens retailer! But a great illustration that every encounter is an opportunity to further engage your customer. In this case, it was a creative memory point that made me laugh as it distinguished the brand and the people who bring it to life.

In a world of constant messages competing for a user's attention, an extra few moments of engagement can be golden.