Creating A Killer Brand Experience

Many people would think that Brand Experience only matters to brick-and-mortar businesses and the like. But now more than ever, brand experience matters - to every kind of business and to every brand.

According to the Journal of Marketing, brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design, identity, packaging, communications, and environments. To sum it up for you, brand experience is what consumers, your audience feel before, during and after any form of interaction with your brand.

There’s no right or one-size-fits-all formula to crafting the optimal brand experience for your business. But if you take note of the pointers below, you will find yourself one step closer to the meaningful consumer-brand relationship that businesses can only dream of having.

Design

It’s always the little things that matter the most. They are the small “thank you” cards inside a delivered parcel, the aesthetics of a brand’s packaging, and the feel-good music that they play at your Sunday coffeehouse. The ones that I’ve just mentioned are all the offline bits that help enhance the brand experience for consumers. Design plays a very big part in enhancing brand experiences physically. But, design is also the one thing that matters most when it comes to creating a great brand experience online, in the virtual world.

We are talking about user experience (UX) design, branding, and visual presentation. From your logo to the look, and even the preloaders on your website - they are all representative of you, and they all tell something about your brand. These micro-interactions are what builds perception, which is why they are so tremendously important in this mission.

A good design coupled with your branding is what enables the successful communication of a single, consistent and enjoyable brand experience to your online consumers.

 Source:  mockplus.com

Source: mockplus.com

Connect & Value Add

Maya Angelou once said, “people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Consumer-brand relationships do not and should not end after a transaction. A far-sighted business will have a well-designed and well mapped out brand experience for their consumer that can help evoke positive feelings towards the brand.

Dig deep into your consumers’ lives, understand them, their culture and their beliefs, and finally, use that knowledge to your advantage. Think of Heineken’s Worlds Apart campaign, or Nike’s Kaepernick campaign. Both of these campaigns addressed political, cultural and social issues that many of their consumers faced. They expressed their support and resonated with their audiences on a very personal and emotional level- which is why these campaigns were such huge successes.

Source: Youtube.com

But of course, controversy isn’t the only way to value add and connect. As we mentioned before, it lies in the little things. From personal interactions between consumer and brand to post-purchase connections and finally continuous efforts to maintain a presence. All of these helps to create the full brand experience and top-of-the-mind brand recall.

 

That wasn’t a lot to digest for a topic as important as this, but keep in mind that brand experience is the manifestation of a good set of brand values and business strategy. These two pointers are just factors to consider and live by when you’re crafting your strategy. The one thing that unites both of these is the fact that they stem from the consumer, their beliefs, their needs and their desires. That should be the biggest takeaway and that is the most important thing to remember on your mission to build the ideal brand experience for your target audience. 

 

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Life-changing Plug-ins on After Effects

 Trapcode Suite // cr: Red Giant

Trapcode Suite // cr: Red Giant

We know you guys have been wondering how we breathe life into ideas and immortalize them in a video. Read on and learn about the After Effects plug-ins that have helped us create our videos, the ones we cannot live without.

P.S. we are not sponsored by any of these developers - we just want to share the good stuff.

 Cr: Tenor

Cr: Tenor

Trapcode Suite

This package for motion graphics in After Effects boasts a set of 11 tools for 3D motion graphics and visual effects. From lights and glimmers, particle effects to 3D objects and surfaces, you can create beautiful and realistic results better and faster than before. We used Trapcode Particular in our Manifesto video adding the littlest detail to enhance the overall space scene.

Motion 2

This plug-in is a lifesaver when it comes to animation. It helps to increase the workflow significantly, making our process a lot more efficient by helping us complete repetitive tasks. It also helps create energetic motion plus a whole bunch of other things. With over 20 tools available within the set, you can look forward to faster animation without the compromisation of work quality. As they say, “create more & click less”.

Work smart and ease the creative process with motion 2, pictures from mtmograph below for some sneaks!

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Frischluft

If you’ve always wanted to pack a stronger punch in your videos, Frischluft is the way to go. It builds upon the existing effects and presets available in After Effects, enhancing them and improving them while still providing the freedom to customize. From blurs to glows to depth of field, this plug-in has them all.

You can see how Frischluft helped bring our snake to life while it was slithering stealthily away in our Razer Mamba x Razer Hyperflux video!

Are these plug-ins new to you? If so, send us the work that you’ve done using them, if not, shoot it our way too! DM us or drop us a message on our social media pages to share with us what you’ve done, we’d love to see them!

Micro-Star International (MSI) Process

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We released the Director’s cut of our work for MSI just last week and we thought it’s high time we shed more light on the entire process.

We spoke to Rachael Lum, our lead designer and Rohan, pronounced as rə́wən or “ROH” + “uhn”, to learn more about what went down during the project.

Ideation

Rachael: The client came to us looking for a video showing the new and improved Tomahawk B450 Motherboard, with all of its fresh and upgraded bits. We didn’t want to deviate too much from the actual product, and how it was assembled, which ultimately led us to the sequence of events/ order of revelations that our final video showed. Everything in the video, from the order of events to the details and colours all came with purpose and helped to emphasise the features of the new motherboard.

Animation WIP.gif

Rohan: We wanted to take on a more metaphorical and narrative approach towards the video with evil space pirates and flying tomahawks. But we realised later that that approach will distract the audiences from the product itself.

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Rachael: Yeah, Rohan came up with the idea of space pirates and although we did away with it, we kept the spaceship and used it as a “lead” within the final video. We wanted something that the viewers can follow, so using the spaceship to navigate through the products and motherboard was a perfect idea, considering the fact that we wanted the whole concept to be video game-ish too!

Rohan:The spaceship also helped to give the viewers watching the video a sense of context. If not it will just be aimless floating, you know?

When we were designing the spaceship we took inspiration from the MSI logo, the tail of the dragon. We offered up 2 variations of the spaceship, but went ahead with the other variation in the end.

 MSi Logo // cr: MSi

MSi Logo // cr: MSi

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F03_02+Styleframe+(0-00-00-00).png

Design

Rachael: We did a lot of research not only on motion graphics works but games as well, focusing on how we wanted to portray the motherboard. We knew that we wanted to do a stylised version of it, so from there we started looking for inspiration.

Rohan: We settled on Ghost In The Shell and its projections, holograms and futuristic aesthetics as one of our main sources of inspiration. Using that we designed the motherboard. The client loved it so we locked that down and used the same direction for the rest of the video.

Rachael: As mentioned before, we wanted to incorporate some gaming elements into the video since the product was made for streamers. The entire concept coupled with the spaceship worked out really well to meet our desire for a different user-interface art direction.

Screen Shot 2018-10-09 at 4.54.36 PM.png
Screen Shot 2018-10-09 at 4.54.54 PM.png

Techniques Used

Rohan: There was a lot of Cinema 4D and compositing. We used chromatic aberration together with glitches and distortions to add realism to the entire piece.

Rachael: The distortion helped to keep consistency in the art style. The tunnel, for example, was done in 3D using Cinema 4D and After Effects. We layered over a lot of different effects on top of Trapcode Particular - which definitely played a big part in making the video.

Tunnel wireframe.gif
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Difficulties

Rohan: We spent a lot of precious time waiting, because we had to render it from 3D followed by the compositing. We worked on this project with 3D artists from another studio, which meant that Rachael spent quite a bit of effort and time translating and communicating messages.

Rachael: You’d think that designing is as straightforward as it gets. But no. We had to look at the work and anticipate problems that may arise from it, and solve it before it can cause us any trouble, haha. The glitches and distortion in the video also posed as a challenge as we didn’t want to add too much if not it would have looked messy - it was all about striking a good balance.

During the start of the project when we were trying to figure out the sequence of events, we had to work within the limits of the product itself. We took into account the nature of the product, figuring out the ones that can be featured and the ones that cannot be because at the end of the day, the video had to be realistic and also be an accurate representation of the motherboard.

 MSi B450 Tomahawk Motherboard // cr: MSi

MSi B450 Tomahawk Motherboard // cr: MSi

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Improvements

Rohan: Definitely the workflow. Looking back at it now, I would have reduced the polygon count which would have made the entire rendering process faster, which meant more time to perfect and better other elements within the video.

Rachael: We definitely could have taken more time to play around with the composition of the visuals within the video. Maybe like what Ro said, adding details and polishing everything up because we could still push it further.

Rohan: Yeah, things like the text, the motherboard at the start of the video and the highlighted features could use more detail, maybe through the use of accent colours etc. But everything is a learning process and its all about learning as you go and now we know!

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What You Enjoyed

Rohan: I thought Rachael’s tunnel part was pretty sick and well-crafted. She may not have enjoyed doing it as much but at least I like looking at it, haha.

tunnel.gif

Rachael: I think we both enjoyed the initial part of the project when we were experimenting with the visual aesthetics of the project. It’s always fun - well, for the most part of it.


We hope you enjoyed reading about the process and took away a thing or two from this. It definitely was a journey from start to finish. Have you watched the video? If not, enter the Tomahawk B450 with us below!

Hyperplay Festival 2018 Process

Hyperplay Festival 2018 Process

Nothing hits home like a returning client. Riot Games came back to us with a bigger and better brief following our first awesome collaboration! Here, project lead, Benjamin Ang sheds some light on the project.

The Future of Media and Entertainment

The Future of Media and Entertainment

From printing presses, to radio stations, television to the world wide web, and now this. It’s crazy how much things have changed, but its crazier thinking about all the revolutionary change that is to come.

We’re Saying Goodbye… To Our Old Self

We’re Saying Goodbye… To Our Old Self

We believe that everything that we do is or can be a passion project - because everything that we do here at Genesis fuels, grows and empowers us. And we wish to spread this attitude with everybody, more than anything

Why Video Advertising is Taking the Marketing World By Storm


They’re on Youtube, Facebook and occasionally other media platforms - but not all marketers see the value in investing in video advertising. Here are 5 reasons why brands need to jump on the bandwagon now, and why video advertising is the next golden boy in the marketing world.

1. Educational and Entertaining

They always say that pictures speak a thousand words - so what about motion media with accompanying audio? Point made. The marriage of audio and visual cues are not only appealing to the senses, a well-executed project can effectively bring the message across as well. Explainer videos and How-to guides are great examples of how informative and entertaining videos can be.

2. Where Your Consumers Are

Whoever your target audience is, they are either on social media, or traditional media (TV) and video is the common denominator between these two mediums. More than 500 million hours of video are watched on Youtube every day and one-third of online activity is spent watching video.If you’re looking to reach out to offline audiences, the videos produced could easily be repurposed too.

 Data taken from Cisco Global IP Traffic Forecast

Data taken from Cisco Global IP Traffic Forecast

 Data taken from Cisco Global IP Traffic Forecast

Data taken from Cisco Global IP Traffic Forecast

3. Easily Consumable

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. With the current technological landscape, social media and all of its content - including videos - serve as a form of on-the-go and easily digestible entertainment for users.

4. Effective Marketing Tool

Videos are not only great for content marketing, but they serve great purposes in other forms of marketing as well, such as viral marketing, social media marketing and brand marketing - the list goes on. All the pros of video coupled with a good angle and direction may very well make videos one of the most effective marketing tool available.

5. Engaging and Interactive

People who don’t know well enough would think that videos are a form of passive media. Times are changing. With functions like “Swipe for more” on social media and the avenue of Augmented Reality (AR), Virtual Reality (VR) and Projection Mapping in video, turning passive viewers into engaged customers is no longer an issue.

If those 5 reasons are not enough, just know that Search Engines value video content. Do a quick search on Google for “on-ground activation” or “viral marketing campaigns”, videos are bound to appear in the top few organic search results. Don’t be a late-comer to the party. Much like any other form of media, videos are bound to evolve over the next few years, so keep up before it’s too late.

Natural Marketing vs Forced Marketing

Natural Marketing vs Forced Marketing

What are the pros and cons for these different methods of marketing?

The Ultimate Sales Tool You Need For Your Business

The Ultimate Sales Tool You Need For Your Business

In every business, some form of presentation is required, whether it is to a potential client, an investor or perhaps to the consumer themselves. These usually comes in forms of power point slides, printed notes and brochures. But which method is the most effective?

3 Effective Ways To Bring In More Business

3 Effective Ways To Bring In More Business

Whether you are selling products or your services, sales and marketing are key factors into bringing in more consumers/clients. Every business owner knows this, but is the techniques used effective? Here are some pointers to get your business ahead of the game.