Your brand is the mirror of your reputation. It is defined aptly by a customer’s overall impression of your business. Your brand experience is an image held by the people behind your back. In the modern world of competitive business, directing a brand in the right dimension leads it to wondrous success. The key force is to develop consistency in a communicative and interactive experience. Spread your brand across the following applications and make it stand out.
- Signage, packaging
- Online advertisement
- Content publication
- Customer service
Brand building involves the use of marketing strategies to spread awareness about your business. The ultimate goal of this entire struggle is to create a long-lasting image in the marketplace. A balanced equation makes your brand stand out.
Positive perception + Prominency = SUCCESSFUL BRAND
Don’t think of any shortcut as it will only lead you to detrimental consequences. Although branding doesn’t happen overnight yet you have to put the constant struggle in it. Building a brand is a slow process that yields long-term results. Pay heed to branding experiences related to brand identity and brand voice.
Let’s have a look at the concept of brand experience and the tactics for improving it.
Want to understand the concept of brand experience? Let’s break it down into individual words: “Brand” serves to be a company that sheds impression on the world. It defines your survival of being the fittest. “Experience” defines your instinct of living and growing through the phases of learning.
So, brand experience denotes how the brand is experienced by the customers during all the interactions throughout its marketing journey. You may hint on the idea that user experience shares the same concept as the brand experience. But it’s not the case. Brand experience is a broader spectrum that contains user experience as a part of it. A small section of brand experience works on building a considerable user experience that is a MUST ingredient for the unified body of the brand experience.
Almost all the remarkable brands that exist today put considerable stress on-brand experience. You may take the example of Samsung. From the retail section to the packaging, all the areas in which we interact with Samsung are in a harmonious pattern with the whole brand experience.
Factors that lead to successful brand experience!
The world is bridged by the internet that has changed the way we interface with the brands. Some of the brands make their way to our good books. We love to know every update about the brands we are obsessed with. But have you ever felt that our interactions with the brands we love have become much more complicated than ever before? YES! Every interaction brings with it new opportunities that are waiting to be explored!
Formerly, we only came in contact with a brand through confined mediums i.e. radio or television ads or through the print. The last hope for a fine contact with the brand was the product itself. Now, everything has taken up a new shape. Advertisements pop up on social media, tons of marketing emails appear in Gmail inbox and we visit several online stores to give a glimpse to the featured products. Besides this, another interesting point is that most brands run their apps and social media accounts to enable the smooth pattern of their marketing.
“A brand is the promise of an experience.”-Alexander Isley
How can you make a mark in your brand experience? The answer is simple you need to grasp the entire experience in its literal sense and go for some learning strategies. Gather up all the constituents that contribute to making your brand a considerable choice. Some of the most important constituents are as follows:
- User experience
- Brand voice
- Brand design
- Brand image
- Customer assistance
All of these elements play a vital role in thriving your brand experience.
5 Tactics for building an awesome brand experience:
EXPERIENCE overpowers all the elements and creates a striking brand image among the customers. Setting experiences (both potential and aspirational) is necessary because it invokes interest among the potential and existing customers.
Let’s shed some light on Netflix. When you think of Netflix, either a specific show or a familiar content source comes to your mind. One that is super accessible, that offers entertainment and keeps you glued to your seats by presenting new material? By taking much notice of how users experience this brand, Netflix has become a green flag in everybody’s home. It has spread across the entire global village.
So, how do you map out the linkage between the interactive patterns that leave a satisfactory impression? How do you build up a distinguished brand experience for your customers all over the world? Following is a list of some of the compelling factors that can pave the way for your awesome brand experience.
1. Uncover the purpose behind your brand:
Every successful brand holds some purpose with which it continues to unveils the wonders. You should also discover your purpose and stick it to it. The purpose is an essential ingredient with which you wake up every day looking forward to doing something for the world through your service.
There are four questions you should ask yourself when exploring the purpose of your brand.
- Who are you?
- What makes you exceptional?
- What do you offer?
- Why should people look up to your brand?
If you can answer these questions, you can function profoundly in excelling in your brand experience. You will also be able to find those fragments of truth which can distinguish your brand from others. Dior, for example, doesn’t answer the questions with: “I sell shoes and ready-to-wear collections.” Dior is the retailer of fashion, aestheticism, and perseverance. Dior’s purpose is sensible and all of its dimensions point towards the apt brand experience.
According to a Leadership expert Simon Sinek,
“People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody that needs what you have. The goal is to do business with people who believe what you believe.”
So, define the purpose behind your brand as it will polish up the type of experience you want to create. In a jam-packed market, only those products captivate the attention of customers that have a big purpose behind them. It’s the purpose that makes you more distinguished in the market than the product itself.
2. Add a touch of storytelling:
Why not add some flashes of creativity to your brand? Well… The best method is to go for a storytelling approach.
- What’s your exciting brand story?
- How have you come so far?
- How are you stirring positive energy in your customers’ lives?
Sharing some glimpses of your brand story encourages a sense of curiosity among the customers. Everyone feels thrilled to learn about the brand story from its rudimentary to the successful stage. Storytelling approach helps your product to be viewed as a rising force, not just an item that exists to engulf your money. It fosters inspiring traits of the brand.
Through the platform of social media, brands have got a huge opportunity of sharing their stories and galvanizing the people to muster up some inspiration and look for a quality user experience.
3. Consistency is the key:
Always remain on the track of consistency. It’s crucial that various elements that are involved in the formation of your brand direct towards the same goal. INCONSISTENCY can hamper the bright image of your brand and the whole process of customer experience.
Brand logos and typography cover the domain of visual consistency. So, maintain them in a consistent pattern. How odd it would be to turn your back to your brand and notice that things are spread in your randomness? It would exert a negative impact on your brand, creating a sudden breach of trust among the customers.
Consistency should also be evident in communication and attitude. Your customer support should also complement your brand strategies. What about the role of social media? It should also align with the overall approach of the brand.
4. Provide chances of engagement to your customers:
As brand experience is actually what is experienced by your customers, it involves the active involvement of senses. Find out whether your brand provides golden chances to your customers. The opportunities to see, hear, and witness a good image of your product?
Your perceptibility and accessibility can unravel many clogs in the path of your successful brand experience. It gives multiple mediums for the customers to engage themselves. Sampling and advertising your products provide many opportunities for engagement to the customers.
How can you achieve satisfactory results as far as the customers’ engagement is concerned? You can tackle them in the best possible manner by acknowledging the whole process of a digital sales funnel. Also, notice the sections where your customers tend to show a high level of interest. In this way, you are more likely to engage the customers with good aptitude.
5. Emphasize on experiences not only on sales:
The whole purchasing session of a product adds to the experience of a customer. The before and after parts of the sale are the response-predicting moments for a brand. This whole interaction is also considered as the three-staged model of the consumption of services:
- Pre-purchase phase
- Encounter phase
- Post-service phase
The customers will have an opportunity to encounter the services offered by the brand. They will a deep insight into the pre & post-service phases. It will enable them to share their positive experiences that will prove wondrous for the progress of the brand experience.
Don’t let the sales overpower your brand experiences. If in an online store, you focus on the cool color schemes and other soothing aspects, you are likely to boost up the brands’ image. But if the customers have to pass through the grinding drill of scrolling the annoying pop-ups, how would they react? The retailing part would be on a high level and the experiences would face a downfall. Keep the experiences one step higher than the sales.
Brand experience-an interchanging relationship between brand and customers!!!
Adaptability yields awareness of the trending culture, tastes, and demands of the customers. Social media, being an ever-evolving realm, is helping in establishing a consensual relationship between the brand and its customers. You can only give a good brand experience to your customers once you deeply understand their expectations from your brand. It will smoothen up the road leading towards a successful brand experience.