The final phase of this journey is extending your community brand experience to your customers, clients, guests, patients, donors, or members. When your clients feel that they belong to your community, they will be more loyal, and they will refer you more. What sets a company apart more than anything else is the customer experience. And at the top of the food chain of experiences is a community brand experience. What is that exactly?

First off, an experience is an emotional journey. Think of theater, for example. When I ask my seminar audiences what theater is, the typical response is “entertainment.” “What is entertainment?” I press. Entertainment is a presentation designed to make you ...

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