If you have not yet decided on how you want your prospects and customers to Experience your Brand, then you are running your business by chance.
Every aspect of your business that gets in touch with your audience leaves an impression and influences their feelings about your business. All these impressions together form a Brand Experience.
Brand experience is conceptualized as sensations, feelings, cognition, and behavioral responses to stimuli that are part of a Brand System.
A Brand System is a collection of elements that together make a meaningful unit. All of these touch-points are connected and form a complex – but coherent – representation of your brand. It includes brand’s design and identity, packaging, communications, and environments.
Understanding how consumers experience brands is critical for developing marketing strategies for goods and services.
Your brand’s identity, your sales copy, your brand voice, interactions with consumers before, during and after phases of a sale, your media presence, even your physical store are part of Brand Experience. Brand Experience is about creating a sensory user experience in order to become memorable to audience.
It is up to you if you want to Create a positive Brand Experience or you want to leave it to chance.
Table of contents
- The Experience Concept in Consumer and Marketing Research
- What are the elements that create a successful brand
- Steps to creating an terrific brand experience
The Concept Of Experience
1. Product Experience
When a person search a product and examine and evaluate it, the Product experiences occurs. It can be direct when there is a physical product or indirect when the product is presented virtually or in an advertisement.
2. Shopping and Service Experience
When someone interacts with a Brand’s physical environment, it’s employees and it’s policies and practices.
Atmospheric variables and salespeople affect the experience that affects customers’ feelings, brand attitudes, and satisfaction.
3. Consumption Experience
Multi dimensional Experiences also occur when consumers consume and use products. This includes hedonic during and after the consumption. Such as feelings, fantasies and fun.
Tapping in to these hedonistic is a great way to create value for your consumers that provides them what they want, what they need and the happiness
4. Further Explication of the Brand Experience Construct
Brand experiences vary in strength and intensity. Some brand experiences are more intense than others similarly as with product experiences, Brand Experiences can be more positive than others, and some may even be negative.
Further, some brand experiences occur spontaneously and are short-lived while others occur more deliberately and last longer.
Over time, these long-lasting brand experiences affects consumer satisfaction and loyalty. Therefore Brand Experience design must always be top of the list for any entrepreneurial dream.
Elements that create a successful brand
The revolution in digital technology in the past 10 or so years has brought a paramount shift to the way people interact with a Brand
With rise of social media and advent of digital marketing, the noise has become even more prevalent. With ads in our email, text, different social media feed, even push notification it has become even more important to create an identity that separates us from our competitors and create a wonderful Brand Experience for our audience.
There are many factors of a Brand that we need to consider when designing a Brand Experience for our users. Some of the more important factors include:
- Brand design
- Brand voice
- User experience
- Brand image, and
- Customer support
All of these elements become significant parts of a whole under brand experience.
Steps to creating an terrific brand experience
Digital revolution has brought entrepreneurial power in reach of common men and women. But unfortunately it has also brought the noise and competition along with it.
In this environment, emphasizing experience over all else has become a key in creating a Brand Experience that garners a brand tribe.
To make sure all our brand to audience touch-points create a positive impression, we need to design every interactive element in a cohesive way.
I have list some of the most important factors in a list below. This list is not by any mean extensive, but I hope it gives you a peek in to this vast topic and provides you a direction.
1. What is your brand’s purpose?
A purpose of existence which goes beyond the purpose of making money makes connection with it’s audience which are hard to break
Discover that purpose, why your brand exist? Are you selling jewellery or are you selling a dream?
Defining your brand and it’s purpose of existence will set the tone of the type of experience you want to create. With attention span going drastically down on internet, the products that are connected to a bigger purpose can stand out from the crowd.
What is your brand’s higher purpose?
2. What is your story?
A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand.
Once you know your brand’s higher purpose, now’s the time to tell your story.
Storytelling is an art, but doesn’t have to be complex. A simple true story will help you audience relate to your brand. And soon you will become part a part of the tribe. And this is the space where prices become irrelevant.
3. Consistency is the key
As the title says, A cohesive Brand narrative and consistent brand experience is the key to creating an experience which your audience will never forget.
Consistency across brand elements and interactive material is not the only consistency we as a business need. We also need to be consistent in a long run.
One small consistency lapse can instantly breach of trust of our audience. And with internet being part of our day to day life, it won’t take much time for word to spread.
4. Engagement is the word
Building stronger one to one engagement with your customer is far more powerful technique in the new age marketing world.
Visibility, audibility, and accessibility are all pieces of the engagement puzzle. Contests, surveys, free samples, educational channels, content marketing, social media are all common ways to create opportunities for engagement.
Having a thorough understanding of your sales funnel gives you insight in to where, how and when your customers are more likely to engage with you.
Channels of engagement
5. Is your Brand Experience essentially a sales experience?
A shift from someone who sells a product to someone who provides an experience is what will separate a winner from a looser.
A consistent experience across all three stages of model of service will create a memorable experience for a customer.
A positive experience across the pre-purchase, service encounter and post-service stage is crucial to the brand experience.
Focus on experience you provide to your customer rather then trying to sell them stuff. And sale will happen automatically and you won’t have to convince your prospect.
6. Evolution of a brand
Prior to August 2004 who knew google would be such a big part of our daily life.
Before September 2006 who knew Facebook would replace the social life of many.
Internet advancement has provided an another beautiful thing to brands, the power of instant feedback. The only drawback is, that a negative feedback travels faster than a positive one. So keep an eye on them, pivot or preserve your marketing strategy based on feedback.
Brand Experience is a relationship between a brand and its audience. You can create a fantastic brand experience for your customers by carefully designing every aspect of your brand. Brand experience designing is an art more than science, yet you need to be aware of who you are targeting and what their behavior and psychology is.
Just pay attention to little details and you should be sailing towards a pleasant experience between your brand and your audience.