Build the experience, experience builds your brand.
Brand experience encompasses pretty much every aspect of the way consumers experience your brand. The best way to understand brand experience is to break it down: “brand” is the company, as perceived by the world. Your brand defines why you are in existence. “Experience” on the other hand describes how you live and grow.
Therefore, brand experience quite literally describes how the brand is experienced by potential and existing customers before, during and after any and all interactions, throughout its existence. Brand experience is a larger concept that contains user experience within it. Part of brand experience is creating a memorable user experience that is in line with the entirety of the brand experience.
The internet has changed the way we interface with brands. Our interactions with the brands we love—and with new ones—have become much more complex than ever before. You need to make sure you take all the different elements that make up your brand into consideration. Some of the most important of these elements are:
- Brand design reflects how your brand looks and how it feels. This means colours, graphic language, typeface, photography, and your logo.
- Brand voice is the way you talk to your customers and is defined by
your brand’s style of communication.
- User experience is your customers’ holistic perception of their experience with your business or brand. It is the result of every interaction a customer has with your brand.
- Brand image is the perception of the brand in the mind of the customer.
- Customer support is the range of services you offer to help your customers get the most out of your product and to resolve their problems.
All of these elements become significant parts of a whole under brand experience. Emphasizing experience over all else is the key to creating a memorable brand with repeat
customers, experiences that stir feelings in potential and existing customers.
Here are some ways you could create an unforgettable brand experience:
- Discover your purpose
Who are you? Being able to answer this question matters profoundly for your brand experience. Defining who you are will set the tone of the type of experience you want to create. In an oversaturated market, products that are connected to a bigger purpose can stand out from the crowd—the purpose often has more value than the product itself.
- Focus on storytelling
Some of the best brand experiences are those that highlight storytelling. What’s your brand’s story? How did you come to be? How are you improving lives? Sharing your brand’s story encourages continuity, fosters curiosity and suggests a living, growing entity rather than a static product that solely exists to make money.
- Be consistent
It’s essential that the different elements that make up your brand speak the same language inconsistency can damage your brand image and overall customer experience. Brand assets and brand guidelines cover visual consistency—this includes your brand colour palette, typography and logo.
- Find opportunities for engagement
An experience requires the engagement of our senses. Does your brand offer customers opportunities to see, hear, read about and talk about your product or service? Your visibility, audibility, and accessibility offer multiple opportunities for engagement. These opportunities are best tackled with knowledge of your digital sales funnel and how and where your customers are more likely to engage with you.
- Put experiences over sales
What happens before, during and after the sale are the most memorable parts of the purchasing experience for a customer. This is also described as the three-stage model of service consumption: pre-purchase, service encounter and post-service stage. The customer will remember whether the pre-purchase experience was simple and enjoyable and whether the post-service stage also gave them good feelings. The positivity of these experiences is crucial to the brand experience. There are many details to consider for this aspect.
- Adapt and evolve
The way we make purchases, find information and seek experiences is constantly changing. Adaptability is more important today than ever before. Adaptability includes a keen awareness of popular culture and trends, integrating your customers’ feedback and generally keeping up with the times.
Your brand is the experience you give. Do your best, it defines you.
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