Experiences create memories, memories fuel stories, and stories spark exploration and trial. But why do so many companies and organizations ignore this business-critical cycle?

I believe that every business should think of itself as if it is in the “experience” business, regardless of what they do, produce, or offer. Why? Because everyday, as they interact with customers, stakeholders, and each other, businesses have the opportunity to create memorable experiences, to create a positive impression. Once impressed, a person will have a story to tell.  And stories today are the ultimate brand-building tools because we have so many powerful ways to communicate, from blogs to chat rooms to camera phones.

Research has shown that our recall levels are higher when someone shares a story with us than when we experience an ad, billboard, website, or commercial.

Stories are engaging; they evoke emotion and foster relationship building, or destroy it.

I was reminded of this phenomenon recently when I found myself enthusiastically telling friends about an experience I had while on vacation with my family this summer in Glen Arbor, Michigan.

At the root, what I really was doing, was passionately “selling” a restaurant to co-workers, neighbors, and friends.

Why? Because the restaurant did something so unexpected that it left a positive impression on me. Anyone with kids will definitely relate to this story.

On the last night of our vacation, we were really looking forward to a special dinner. When from a friend of my mother-in-law recommended it, we decided to try a place called Trattoria Funistrada.

From first glance at the inviting atmosphere of this quaint, established restaurant, we knew we found the right place.  My son PeterMax (3) and daughter Ava (1) were along for the adventure.  The menu was exciting, and we looked forward to enjoying our meal, when our daughter started to squirm and become really fussy. We tried everything to calm her; the usual, undivided attention, toys, ridiculous facial gestures, but nothing worked. She was teething – something every child goes through.  Our food came, and as usual my wife was holding baby Ava, trying to eat her meal, while I was trying to keep our son eating and entertained.  We were rushing through our meals, and we looked at eachother and said: Well, it was a good try.

Then it happened.

Our server, Sarah, came over and asked if she could hold Ava for a while.  She wanted us to share a nice evening together and saw that Ava was fussy. My wife and I looked at each other again and said: “Are you kidding?”  She said no and took Ava for a tour of the kitchen and restaurant, allowing us to enjoy our dinner at a normal, adult pace.  We were both taken aback by her candor and genuine sincerity.

Why do I highlight this experience? People in organizations and companies, regardless of type or size, have an opportunity each and every day to impress their customers, with the smallest of gestures to large staged events.  Consistent, positive impressions can propel a business to success. And as we looked at the other customers that night and met other staff members, it sure was evident that what we experienced was business as usual for the restaurant. At the office, as I told everyone about my vacation, I made sure I recommended Trattoria Funestrada as a truly special dinning destination.

Great stories build great brands.  Negative stories can kill brands.  Regardless of size, type or function, everyone should try, each and everyday, to deliver a positive experience.  You will reap the benefits of your actions. So go out and give your customers a reason to tell positive stories about you.

To learn more about how Q can help your brand and inspire your customers, contact Scott Hauman, Director of Planning.