Standing out in today’s saturated landscape requires more than just a decent product. Consumers are bombarded with choices, and their decisions are often driven by something more than functionality — they crave experiences and want to connect with brands on an emotional level. That is where brand experience comes in.
Ready to transform your business? This article will dive into the key elements of brand experience and how you can leverage them for success. Let’s get started.
What is brand experience?
Brand experience is the complete picture of how a customer interacts with your brand at every touchpoint. A brand touchpoint occurs any time a person in the marketplace interacts with the brand. It encompasses all the sights, sounds, emotions, and interactions a customer has with your brand through an experience, from the moment they first encounter your logo to their post-purchase interactions.
In today’s world, it is simply not enough to tell people your brand is great. For that reason, brand touchpoints are the stepping stones on a customer’s journey. Whether it’s a sleek storefront or a captivating email campaign, each interaction shapes their perception of your brand and is an opportunity to demonstrate why they should choose you.
Brand experience is the art of crafting an ecosystem that customers can seamlessly integrate themselves into, in order to cultivate a connection with the brand. These experiences are typically in-person, often with digital components, and can range from pop-up stores, to virtual events, and even interactive installations that seek to bring a brand to life in a meaningful way.
But what is the difference between experiential marketing and event marketing? Well, according to Pitch, a London-based marketing agency, although they are similar and often overlap, they aren’t quite the same. Pitch asserts that “the main difference is that event marketing is typically a one-way form of communication, while experiential marketing involves greater interaction between the brand and the audience”. Rather than just advertising to people, brands can engage with them through activities like games, interactive technology, and photo booths.
Why is brand experience important?
Brand experience is important because in creating positive experiences for customers, it can help facilitate deeper connections and trust between your brand and your audience. When customers feel valued and understood by a brand, they’re more likely to choose them over other competitors. Consumers are increasingly basing their choices on emotions and experiences, rather than just the price and its features. So if customers don’t connect your brand with positive thoughts, feelings, and reactions, they’re less likely to remember your products and services when it comes to making a purchase.
Speaking of competition, in a crowded marketplace, a strong brand experience can set you apart. By crafting a unique and memorable experience, this can leave an everlasting impression on your target audience and allow you to differentiate yourself from competitors as well as attract new customers.
How can your business create a positive brand experience?
Before crafting a brand experience, you need to solidify your brand’s core values, goals, and mission. Defining your core brand’s values isn’t just about direction — it helps determine your ideal customer. By working out what your brand stands for and how it impacts consumers can help unlock a deeper understanding of your target market. Moreover, a brand’s values are instrumental in building trust and fostering customer loyalty as it signals that you prioritise more than just profits to your audience, and that you are transparent.
We also recommend creating experiences that are personalised. According to McKinsey & Company, customers have grown to expect and desire personalised experiences. For that reason, to elevate your experiential marketing campaigns and create truly unforgettable memories, we suggest the following for any brand experience or event:
- Evoke positive emotions by crafting visually-appealing interactions and focusing on your customer’s needs.
- Segment your audience and send personalised invitations based on interests, demographics, or past interactions.
- Include interactive elements that allow attendees to personalise their journey throughout the event — including personalised product recommendations, augmented reality experiences or incorporating gamification elements that adapt based on user preferences.
- Create social media threads for customers to share their personalised experiences using branded hashtags.
