The brand experience covers pretty much every aspect of how customers experience your brand. So it’s a pretty important thing. To understand what constitutes a successful brand experience, it is important to see how it relates to other important branding elements such as brand identity and brand voice. In this article, we do just that and also offer you some great tips on "how to create your a great brand experience".
What is a Brand Experience?
The best way to understand a brand experience is to break it down: the “brand” is the company as it is perceived by the world. Your brand defines why you exist.
The brand experience therefore literally describes how the brand is experienced by potential and existing customers before, during, and after all interactions.
How is the brand experience different from the user experience? The brand experience is a broader concept that includes user experience. Part of the brand experience is to create a memorable user experience that fits the overall brand experience.
The most famous brands in the world attach great importance to the brand experience. Apple is an obvious example here. From the Apple Store to the packaging to the user interface, all the points at which we interact with Apple have been carefully thought out and harmoniously match the overall brand experience.
Elements that Create a Successful Brand Experience
The internet has changed the way we interact with brands. Our interactions with brands we love and with new brands are more complex today than ever before.
In the past we only came into contact with brands in the form of print, radio or television advertising – and then with the product itself. Nowadays we experience advertisements on social media, receive marketing emails, and visit various online shops where we can find their products. Most brands also have their apps and profiles on social networks.
A strong brand experience requires that you make the whole experience, well, an experience. So you need to make sure you take into account all the different elements that make up your brand. Some of the most important of these are:
- Brand design
- Brand voice
- User experience
- Brand image and
- Customer service
All of these elements become important parts of a brand experience.
Steps To Create a Great Brand Experience
Putting the experience above everything else is the key to a memorable brand with returning customers. Some of the best-known brands in the world create experiences that arouse feelings from potential and existing customers.
When you think of Netflix, you think of a particular series or even a “streaming service”, or you think of a service that is familiar, easily accessible, comfortable, and keeps you happy by regularly offering new material? By paying attention to how users experience their brand and what they’re looking for, Netflix has become a well-known brand worldwide.
So how do you make sure that all of your various interactive elements leave a positive impression? How would you make an incredible brand understanding for your customers? We have made a list of the key factors.
1. Find Out Your Purpose
Who are you? It is extremely important for your brand experience that you can answer this question. Puma, for example, does not answer this question with: “I sell shoes”. Puma stands for ambition, athleticism, and determination. Puma’s purpose is solid and all facets of her brand say so.
What kind of experience you want to create depends on how you define yourself. In a saturated market, products that serve a larger purpose can stand out from the crowd. The purpose is often more valuable than the product itself.
2. Focus on Storytelling
Big brands are always focused on storytelling.
What is the history of your brand? How did you become what you are? How do you enrich life?
Telling the story of your brand encourages continuity, creates curiosity, and points to a living, the growing company instead of a lifeless product that only exists to make money.
Blogs and social media allow brands to tell their stories and inspire people.
3. Be Consistent
It is important that the different elements of your brand speak the same language. It can damage your brand image and brand experience if you are not uniform.
Your brand assets and brand guidelines cover the visual uniformity. This includes the color palette of your brand, the typography, and the logo. How funny would it be to see a brand you’ve been dealing with a lot and to notice that something doesn’t fit? That would be an immediate breach of trust.
And what about communication and attitude? Does your customer service speak in the same voice as the employees in your shop? What about your social media posts? Do they fit your brand personality and your approach?
4. Find Ways to Involve Customers
An experience requires that our senses be stimulated. Does your brand offer customers the opportunity to see, hear, read and talk about your product or service?
Your visibility, audibility and accessibility offer various opportunities to involve customers. Sending them sweepstakes and surveys, offering trial copies of your product at a supermarket stand, and pop-up stores are common ways to do this.
The best way to address these opportunities is to know your digital sales funnel and how and where your customers are most likely to interact with you.
5. Experiences are More Important Than Sales
What happens before, during and after a purchase is most memorized by customers. This is also referred to as a 3-tier service model: before purchase, service and after purchase.
The customer will remember whether the experience before the purchase was easy and pleasant and whether they felt good after the purchase. If you have a shop, is it easy to find your way around?
Think of a popular store that sells soaps and fragrances. Think of the aesthetics, the many ways you can try the products in the store, think of how the staff approaches you, how you leave the store with samples even though you haven’t bought anything. It is an experience in which sales are not the top priority. The same applies to online shops. Do customers have to click through endless pop-ups first? Is the color scheme soothing? Is the payment process child’s play? There is a lot to consider – and for good reason.
6. Adjust and Evolve
The way we buy something, find information and search for experiences is constantly changing. Yelp and the increasing number of customer reviews has a huge impact on how brands do business. Social media is one and all and is subject to constant change. Adaptability is more important than ever. Adaptability means having an awareness of pop culture and trends, taking into account your customers’ feedback and simply being up to date.
You may have done a lot of marketing to highlight the ecological ingredients in your product, but now you feel it would be more timely to focus on reducing waste in the manufacture of your product. Being in line with the zeitgeist and the changing wishes of your customers promotes your brand experience and increases growth.