For a brand to establish its presence in the marketing, simply having a catchy name, slogan or logo isn’t enough. The brand needs to create an emotion in the minds of the customers when they first hear of it. You’d think that’s what marketing is for, right? But marketing does the job of making your product/service popular or even persuading your customer to buy it. However, marketing or advertising cannot make them like the product once it reaches them. Your product and your brand have to be that good in order for your customers to like them.
For instance, what comes to your mind when you first think of Netflix? Easy, a convenient streaming service where you can watch all your favorite movies and tv shows from anywhere and everywhere in the world. This isn’t only the result of successful marketing. A Brand Experience Agency helped them by researching the needs of their customers and creating a product that caters to those needs. And this isn’t a one-time thing, rather it’s a continuous process.
This process is known as Brand Experience.
What is Brand Experience?
Brand experience is how you feel when you hear about or see a brand name. It is how the brand is viewed or experienced at various brand touchpoints by potential and existing customers before, during and after any and all interactions, during the brand’s lifetime.
In simple words, a brand experience is like an impression that remains after someone encounters or engages with a brand in any type of environment. It’s how a customer feels when interacting with a brand.
Apple is a great example of a perfect brand experience. From delivering high quality products, to exceptional customer service, extra-ordinary marketing and interactive advertising and activities, Apple’s brand experience at various brand touchpoints is memorable for most customers.
Is Brand Experience the same as User Experience?
Although both these terms feel similar to one another, they are quite distinct. Brand experience is a broader concept and user experience is a small part of brand experience. User experience includes factors like good customer service, feedback acceptance, return/exchange policies, technical assistance, frictionless checkout process, or an easy-to-use product.
On the other hand, a brand experience is the sum total of how the customer perceives the brand before they buy the product/service, during their purchase, after their purchase and even later than that.
Creating a memorable user experience that aligns with a good brand experience is a major part of an overall brand experience. A positive user experience will ensure a positive overall brand experience.
Why is brand experience important?
Creating and establishing a brand experience is important for you as well as for your customers. An effectively established brand experience can help the brands deliver as per the expectations of their consumers while the consumers can also get to know more about the brand. This way, both the brand and its customers can inch more toward mutual trust.
Here are a few more reasons why it’s important to create brand experiences:
- Creates empathy between brands and customers
- Ensures better engagement
- Establishes a wider reach
- Builds trust towards the brand
- Helps with Real-time feedback
How to create a successful brand experience?
A brand experience signifies how your customer engages with your product or service and its brand identity. Here’s how you can create a good brand experience for your customers:
- Engage the senses of your customers
Brands can activate the five senses of taste, sight, touch, smell and hearing in their customers through various marketing gimmicks and advertisements.
- Participate in popular events
Brands can participate in popular crowd events like music festivals, concerts, flea markets, food festivals, etc. through sponsorships and partnerships. For example, installing photo ops or distributing snacks etc.
- Personalize the experience
By using the latest technology like Artificial Intelligence and VR, brands can personalize the experience for each user. This can also be done through social media communication.
- Consistency
Every communication your brand engages in should align with each other and a similar ideology or concept. Its brand color palette, typography, logo, advertisements, promotions, marketing, social media, etc. should all align with each other and communicate the same thing. Any inconsistency between any of these elements can be harmful to the brand.
Conclusion
Brand Experience can act as an important bridge between your customers and you. Your customers are the ultimate deciders of how your brand performs. That’s why it becomes all the more important to ensure that your brand gives them a memorable experience, something they can always remember you by.
Way Forward is one of the few branding agencies in India that realize the importance of creating an unforgettable brand experience for your customers. As a Brand Experience Agency, we create a path with thorough research & analysis to carefully guide your brand and guard its reputation.
With services like websites, social media channels, apps, blogs, chatbots and augmented reality, Way Forward knows how to design just the right brand experience for your brand so that it can withstand the aggression of the digital world and rise up!