Picture this: you receive a phone call from Disney, and they love your branding so much that they want to turn it into their next Disneyland! They're investing a ton of money and need your ideas ASAP. Exciting, right?
This is actually the opening statement for my "Disneyfy" exercise, which poses a simple but effective question: "If your brand were an amusement park for your customers, what would it look like, and what experiences and adventures would it offer them?"
By answering this question, we can map out the total emotions customers experience when interacting with your brand. We dive into your brand's structure, values, and language, creating a map just like the beautiful maps of Disneyland. We create "worlds," "regions," and "attractions" that represent different aspects of your brand.
If you're a business consultant, your Disneyland might have a 3D journey called Feeling Success, a roller coaster named Creating a New Product, and a maze for Winning a Tender. The food stands will feature energy drinks and comfort food for when things aren't going well.
If you're a parent guide, your Disneyland might have a relaxing audio-visual show called How to Sleep Well, a house with oversized furniture to show babies’ point of view and a roller coaster with baby chairs. The food stalls will have a variety of strange flavors and textures.
Now it's time to ask yourself: is your Disneyland ready? How does it feel there? Is it pleasant and fun, or frustrating and confusing? Which experiences are unnecessary, and which ones should be added? And, most importantly, does your competitor's Disneyland have better attractions?
So, get ready to create the most magical and unforgettable Disneyland for your customers. What would yours look and feel like?
