What is a brand experience? And why is it important?
Before we cover how to improve brand experience, let’s cover what it is. Brand experience is the feelings, sensations, or behavioral responses that a brand invokes on the people that interact with it. The difference between brand experience and user experience is that brand experience is a large part of user experience and focuses on a memorable experience for the user. Brand experience is vital for building relationships with customers because studies have shown that millennials and gen z value experience over material objects.
4 Tips for Creating a Successful Brand Experience
Know your Brand
The most crucial step to creating a successful brand experience is by defining who your company is. What is the mission behind your brand? Once you define who your brand is and what it stands for, speak in the tone of voice that makes your customers feel a certain way about your product. If you want customers to feel inspired, keep in mind keywords that can help induce that specific emotion. When you speak the language of your customers, you set your company apart from other companies selling similar products.
We have said it here before and will say it again, “Consistency is key!” Whether your brand experience is in person or online, be consistent. Social media is like a relationship; if you abandon your customers on social media and only engage on occasion, they will lose interest and move on to a different brand. Not only post and engage consistently, design experiences and content to have visual consistency- with a brand color palette, logo, and fonts. Creating content that doesn’t flow with the company will confuse consistent purchasers and steer them away from what you are offering.
Value Experience over Sales
The most memorable parts of the purchasing experience are before, after, and during the sale. A positive experience before purchase or service can include how sales staff approach you, the overall environment of a store, or accessibility. For online companies, this can be the ease of the website, cohesiveness of the colors, or even speedy checkout. The overall brand experience is what makes loyal customers. When a customer feels valued by a company, they will keep them coming back to you!
The world we live in is in a constant state of change and things that once were trendy, aren’t so trendy anymore. Keep your business up to date by following the popular culture and trends to maximize efforts spent on the company. Adaptability is key to the overall brand experience because it shows buyers you understand how to appeal to what they are looking for and keeps them invested in your company.
Create Experiences with Customers
Your brand experience is the symbiotic relationship between you and your customers. Take these tips to create an experience/environment for your customers that will build a lasting relationship.