Often I am approached by clients to provide a brochure or website that is better than their competitors—to create a unique approach and to position their brand as the industry leader. However after delivering concepts that do just that, we begin to chip away at the uniqueness and end up with a result that is lacking in delight.

The rush to standout is usually met with an even greater desire to fit in.

A key component to standing out is delight. Delight can be achieved in many ways, from something as simple as a thank you to something more tactile like a textured uncoated paper stock for your brochure. When you put the customer experience first and work backwards, you end up with a perspective that allows you to pay attention to details and deliver a touch beyond the expected—this is delight.

Perhaps no company in recent memory has used delight to greater success than Apple. Each Apple product is built with the purposes of delighting and engaging users. By using design and functionality to create a unique experience, Apple keeps their customers coming back and the whole world talking.

Consider delight as one of your competitive differentiators.

Providing your customers with a positive experience that informs, inspires, and delights can set you apart and keeps them remembering you the next time they have a need. It’s in those moments that we build relationships and help turn the initial contact or sale into a long term client.

How do you delight your customers?