Brand Experience | Elements & Strategy by Branding Agency

Last Updated on September 14, 2021 by DesignerPeople

Marketing is constantly changing with time; Consumers are becoming more discerning with their wants and needs; moreover, organizations are striving to keep pace with constant changes, orienting with the demands of their targeted audience.

You might think, why do companies give this much importance to fulfilling the brand experience? It is because only when the customers are satisfied and get the best experience from the brand, they can achieve goodwill and success in the market.

As users’ needs evolve briskly, the brand experience becomes a key player in any marketing strategy. It is essential to make sure while designing products and features that you create a brand experience design with a more brand–conscious approach also a clear understanding of how to amalgamate marketing into product experiences without acquiring in the way of the user.

If you want to create a better brand experience, then generate a systematic procedure for it. For that, it is best to approach a brand design agency or brand experience agency that helps your brand develop relationships with customers in a natural setting by taking an exhaustive look at the business

Table of Contents

What is Brand Experience?

In simple terms, the Brand experience can be defined as the tariff of all the interests, feelings, thoughts and responses that consumers have in response to a brand. Brand experience is not definite to a particular channel or media type. Moreover, it’s the result or the enduring impact after someone captures a brand in any environment.

The brand experience generated consumer awareness and often created loyal customers. It influences how consumers feel about a brand through a brief but significant encounter. The ultimate motive is to obtain positive emotions and feelings from customers regarding a specific brand.

One of the best examples is Starbucks; within a brief period, they create a great experience. Even without procuring from the store, the constant green-brown color, unique logo, variety menu, free-wifi, etc., rendered strong feelings of flexible style and innovation. They also attempted to create an experience of one-stop for a quick coffee and a place for a long haunt with friends or families.

Brand Experience vs User Experience

It has often been stated that there is no real difference between a Brand experience and a User experience. While both concepts express the sensory, cerebral, or detectable response an individual has in reaction to an experience, there are some nuances.

Unlike brand experience, user experience refers to an individual’s carryout from their interaction with a brand’s products, services, software, people or other contributions. For example, consumers will have a positive user experience if they get swift and effective customer service, a compatible checkout process, or a suitable product.

Positive customer experiences also ease compelling brand experiences. But in reality, brands can’t have one without the other. If a user has a positive experience every time they strike a brand’s website, doesn’t that also influence how they view the brand and its experience? If not, it’s pretty tricky for people to acknowledge the brand within the experience. On the other hand, user experience should consolidate consistent brand voice and components throughout.

Why is brand experience important?

In this era of constantly high competition, brand experience acts as an essential role in any organization. Brand experience is vital because assured experiences facilitate profound connections, inspire consumers, and eventually deliver results.

A positive brand experience can repeatedly mean the difference between being chosen over another brand or dropping the sale. Due to this, it is straightforward to see why organizations go out of their way to pursuit the magnificent and striking brand experience.

However, it’s imperative to create a consistent brand experience as a base for flashy and powerful interactions. The most valuable brands globally realize that brand experience helps create enduring consumer relationships and increases brand recognition.

Some organizations create the fault of focusing their entire resources on a few immense experiences and ignore the speculation inconstancy. Therefore, make sure you create the right path in your brand experience.

Elements that create a successful brand experience

1. Brand design

An effective brand design is about more than boosting aesthetics. It is about creating your product, service, and overall user experiences the maximum they can be. A productive, user-oriented design considers the desires and preferences of the consumer at every phase of the interaction.

According to Don Norman, a brand design should prompt consumers on three basic levels:

The branding and design should create an instinctive response by directly creating a positive first impression.
On a communicative level, the branding and design should create a customer experience that is both inherent and delightful.
The design should also ponder the more significant meaning that you are attempting to convey also must summarize everything you are implying to the consumer in terms of how your brand appears and satisfies.

2. Brand Voice

Establishing a brand voice is an essential part of perceiving your business. It also helps to get a pitch in advertising, marketing channels, and the in-store customer experience.

Brand voice is one of the best methods to build a better relationship with your customers. Through brand voice, you can share your company’s values and objectives. A brand voice is fortunate when it guides your audience to connect with, capture, and significantly trust what you do.

It will be easy to generate a unified brand voice that utters to their greatest desires and demands if you know your consumers. It will also help in developing your relationships more genuine and veritable. (source)

3. User Experience

A beneficial user experience has a direct connection to positive brand experience or perception. The term user experience has been demolishing its way into the centre of digital and, more clearly, into the business world.

Organizations realize that customer experience is a benchmark to compute brand success. Whoever promises entrancing experience achieve in building enduring consumer relationships.

For example, in former times, we used to get into a car dealer premises to have a detailed look at a car. However now, you can be at the showroom without being present there. Virtual reality helps you turn to experts with the higher visualization in the showroom and get a detail look without moving into the showroom. Consumer experience is advancing, and technology is at the vanguard providing the real alter to the user experience.

4. Brand Image

Brand naming is essential for any business; when customers purchase a product or service, they aren’t just buying a product but trusting what your brand stands for. That’s why it’s essential to design your brand image to fetch exactly what you want it to convey.

Every opportunity a consumer acquires to interact with the brand is a chance for the entrepreneur to enhance their brand image. Whether it is the virtual communication afforded by digital technologies or direct interaction, the positive consumer experience can improve the user’s attachment to the brand.

5. Customer Support

Customer support is generally the heart of any business, which aims to furnish an extraordinary service that leaves the consumers feel valued and respected. Even though providing excellent service can lead to extra resources, money and time, when you get it right, it will make you stand out from your competitors and create a favourable reputation for your brand.

Providing good customer service can help in increasing your customer loyalty and develop positive word-of-mouth about your business.

Hence, giving each consumer a positive experience is a crucial element to your business growth. Great consumer experiences can also lead to a gradual increase through cross-selling and boost opportunities.

Brand Experience Strategy

1. Live Experience

According to various studies, being part of a live experience hosted by a brand increases the chance of brand guidance by 65% and buying decisions by 59%. Live experiences are the top way to interrelate and presume your customers. A live experience mainly identifies a major event engaging potential customers with the brand experience at its centre.

The significant advantages of developing a brand experience through a live experience are:

It engrosses the audience through all sensations and gives an audio-visual feel to the brand.
It develops social relatedness, with the brand as the ‘trending topic’ of talks.
It indulges a stickiness factor. It signifies an event being momentous and engraved inside the mindset of the participants.

2. Design Thinking

Design thinking process refers to a brand experience strategy to encourage innovation. It is a customer-centric method that involves:

Association with other brands with customers themselves
Observing and depicting the customer journey to build a better brand experience
Through modeling and trial running, brands can test the reaction or utility by revealing the product temporarily in-house and to a finite set of real customers.

Design thinking involves being understanding and thoughtful from the user’s perspective. The design thinking structure uses customer data, including – surveys, inquiries, user groups, etc. The process focuses on eliminating whatever is peripheral to the brand story. From irrelevant colors to sarcasm, whatever does not seem striking or eye-catching must be discarded off.

3. Personalization

Customization or Personalization has become a massive trend in handling brand experience and customer experience. Why is personalization a substantial approach for building brand experience?

Customization helps in conveying a more sympathetic and relevant feeling of the brand. It is because, latterly, a customer will not recall what they were told, hence they would remember how they felt.

Generating a personalized brand experience needs extensive research to recognize the target audience and buyer appearance. After there is requisite information on the purchaser’s interests, needs, and necessities, a brand can alter its mission confirmation accordingly.

4. Storytelling

Stories are one of the most efficient methods to build a brand experience. Organizations with a vigorous brand experience attach a sturdy story to themselves.

To implant storytelling to build a brand experience, one must follow the steps to generate a powerful brand story:

Create a mission statement
Implant storytelling to boost a brand experience
Saturate emotion
Discover the target audience, and
Scrutinize competitors

Brand Story can strengthen and increase your audience by producing an emotional attachment or connection to your audience. In the present era, users are driven by personal relationships that they build with brands.

Brand Experience Examples

1. Coca-Cola

Coca-Cola has developed an extensive and solid‘share the happiness, share a coke‘ story. They share a coke campaign that exhibited personalization and attachment towards its customers.

The brand experience incorporates – Happiness, caring, sharing, and fun.

Besides other soft drink brands, coca-cola is governed to build a distinctive brand experience distinguished by sharing and happiness with keeping the product at the centre. Coca-cola made substantial use of two strategies:

Developing a multi-dimensional image
Relating emotions to their product

From extending minds to immersing itself in its customer’s lives, the company focuses on the attempts to transverse consumers with meaningful design and the latest technologies.

2. Netflix

Netflix has become a favourite social platform and occupied almost 50% of the internet traffic in a short span. Netflix’s mission is – “to engage the world” carries a worldwide, exquisite, and entertaining idea. They embrace the brand experience strategy of ‘personalization’, ‘decision-making, and success in the market.

Netflix’s consumer-centric approach has mainly built up over time. Because of what they are today, it is known to remit an experience organized just for an individual consumer with a personal, accessible and custom approach according to their views.

The primary reason behind the growth of Netflix on social is the potentiality to maximize the brand’s distinctive value propositions.

3. Red Bull

Red Bull is enormously popular, having been throughout for decades in the market of energy drinks. It has generated eccentric brand experiences by making sponsored events for sports and utmost physical feats.

From sectors like motorbikes, marathons and skydiving, Red Bull events are definite to have the most significant fix consumers’ crave when they have a beverage.

Most visibly, Red Bull sponsored events used to shatter the sound barrier and provide everyone in the live stream – a pretty memorable experience.

Thus, they created a brand image and gave their users the best experience, which they remember forever.

Conclusion

Brand experience is one of the powerful marketing strategies that can aid you to associate with and throng consumers better, manifest empathy to them, understand their obstacles and get secure feedback. As a result, you can better connect with your users and drive them towards your brand by exhibiting an emotional association.

Remember, though you can’t have authority over customers, it is feasible to influence their perception. It definitely gives you more power, and you can also take advantage of it.

Even the big giants have incorporated it into their marketing strategies. So what’s stocking you back? Plan and execute this beneficial marketing strategy to get better results.

If you want to promote your message and magnify your brand experience, then you can connect us. We, DesignerPeople, can help you in generating the best brand experience for your brand.

Author: Anush Malik

Being a strategist’s head and a long term visionary personality aims to achieve excellence in branding, packaging and digital marketing field. My 15 years of design experience and masters degree ais my strength which keeps me motivated and keep me going positively. I have participated in extensive branding design conquests in India, USA, Australia and New Zealand with winning zeal. My objective is to encourage start-ups and hence involves actively in the articles which will act as a productive intake of knowledge for them. Do connect me personally via my LinkedIn and I love to share my expertise with you.