As a brand, you want your target audience to experience the brand as if they were actually there with you. This is why brand storytelling and brand experience are so important: it’s about really creating an emotional connection between brand and consumer.
How do we go about doing this? We start by focusing on creating a consistent aesthetic that encompasses how your brand feels and how it makes users feel.
The brand you’re trying to appeal to is who you’re creating this experience for. Who is your target market? Think about what they like, what kind of personality they have, how they act, and why this brand is the best fit for them.
Brand experience is important to the success of a business because engagement is about loyalty to the company. People want to feel seen, heard, and valued.
It’s the relationship that you want your brand to have with your target audience. This means not only advertising but really providing quality content that will engage them in a world of brand storytelling.
Brands are taking it upon themselves to use social media as a way to engage with their audience and create brand experiences.
There is a lot of opportunities to engage in the brand experience with these platforms too. The two best ways to go about this are through video and photo posts.
Video: People want brand experiences that they can get lost in. With social media, you have the chance to create content that your target audience will forever love and remember. In 2022, the shorter more relational videos are receiving the highest amount of engagement.
Why social media? Because it’s all about community and storytelling. It has the potential to go viral, increasing your company’s recognition and creating brand loyalty during that process. The key is having that emotional connection that will encourage brand experience, which ultimately leads to loyalty.
To brand or not to brand?
The brand experience is a huge role in the success of a business, but too much branding can be distracting and take away from engagement. Think about what you really want out of your brand experience. Do you want loyal brand ambassadors or do you want recognition? When users see your content you want them to know immediately that it is your brand. This brand feeling should be consistent and it will follow the brand wherever it goes so when users see your brand in an ad or on a website they can recognize it immediately.
Either way, the brand experience starts with brand storytelling. You want to create that connection with the consumer so that, ultimately, they are brand loyal to you and your brand story.
Even though the design isn’t everything, design plays a huge role in having a consistent brand experience. At Social By Claire, one of our most used resources is Canva. Canva makes it easy to create content for your brand storytelling. Through Canva Pro, the branding guide feature is a great way to consistently create content that follows your brand guide.
Canva Pro makes it easy to keep track of the companies color code along with the fonts used to create a flawless brand experience. One of the most important aspects of creating a consistent brand experience is by designing branded content.
If brand storytelling isn’t something you’re too familiar with but you want to create an experience, start by creating logos and color schemes before moving on to fonts and imagery. This makes it easy to keep track of all the different elements that make up your brand experience.
Keep in mind that this content is going to be spread across the internet so it’s still important for this brand experience to feel cohesive even as it moves from platform to platform or as you expand into new areas. You want everything your brand puts out there to look like it is one cohesive entity.
The brand experience is what sets businesses apart from one another, so storytelling needs to be made a priority. Don’t let the idea of brand storytelling intimidate you – it’s all about creating a unique voice and using that voice as a way to engage with your target audience.
Your brand experiences can go from being a small blip on the internet to going viral. It’s a crazy world of brand storytelling where you have full control, but it all starts with your voice and what you want people to see about you and your company online.
What I’ve learned along my brand experience journey is that once there is a shift in the mindset from trying to be the customers’ superhero, to the customer being the superhero to their story, brand storytelling becomes a lot easier.
Once you’ve created brand experience and brand storytelling, it’s time to put them into action and go out there and start creating brand experiences for your consumers. It can be daunting at first but think of brand storytelling as painting: once all the elements are added together it creates a beautiful masterpiece that is worth sharing.