What is Brand Experience and why do you need it?
Updated: Nov 15, 2019
Brand Experience - your brand as a whole.
The brand experience is is everything that exists around your brand, it's the brand ecosystem. It's every 'touchpoint' (the points where your customer meets your brand) so that could mean the logo, packaging, website, communications, events, customer service, all the interactions people have with a product, service, or organisation....the list goes on - each an every one of these brand touchpoint creates an experience for your customer and therefore a perception of you brand. This is why brand consistency is key, and ensuring everyone who works with your brand understands it. How? Define a brand strategy and the rest will follow!
What most brands are aiming for is a continuous engagement with their audiences. What they’ve realised is how important brand loyalty is to the growth of their businesses - especially in an age when the internet and social media have influenced the acceleration of the ‘full brand experience’ approach.
Don't forget customer service - in my opinion (having delivered service experience programmes in a past life!) the experience of customer service is as much as experience of the brand as a product. Customer service has to be reflective your brand for example, do you employees know everything about your brand in order to convey the right experience? A great example for me is John Lewis - they are looking to create a certain vision for their stores, you know that when you go to a John Lewis store you will receive a certain type of service that reflect the brand through and through. They are brand that’s saying we need to bring the brand to life in a retail environment, and we’re going to commit to that.
Some simple top level tips:
The brand message; keep repeating the message of your brand - consistently and frequently. Make it so familiar to audiences that they recognise it immediately and remember it's not all about you and how great you are! How will you help them?
Select and apply the most effective touchpoints: find the best approach for your targeted audience, one that will deliver your message in the most cost-effective manner.
Create a meaningful, relevant and distinctive touchpoint execution: make the most of every product concept, appearance and user-interaction to grab the audience’s attention and fully communicate the message of your brand.
What about experiential brand marketing
There are brand experiences that are created as events, or pop ups, trade shows. So this is where purposely organised events, or well designed venues/stands can bring brands to life and to create brand environments that can be experienced and shared by the people the brand care about. These type of specific brand experience events can be a better way to build relationships, engage audiences and capture meaningful data, marketers are turning to brand experience as an effective tool and powerful brand experience nowadays can easily shape the consumers perception about the company or business. Moreover, it can become a bridge for building meaningful and long-lasting relationships between the brand and the audience.
Some simple top level tips:
Go nuts, but keep it on-brand! An experience should be memorable, but relevant to the people attending.
Partner with creators like artists and musicians to create experiences, especially if they are recognisable within the region where you're trying to build or augment an audience
Figure out the message you really want to your brand to send -- that may or may not be directly tied to an actual product, and it might be something that your brand hasn't said before. Then, build an experience around it.