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.
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.
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.
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.
Liked what you see? Share the link with your friends! Subscribe to our monthly newsletter The First Cut for dibs on more eye-opening content below!