Brand experience is how people feel when they interact with any brand. Assume your brand as a person. Every time you talk to that person, interact with that person, or need any help, you form an impression. That same impression you form for the brand when you interact in any way is called the brand experience (BX). Creative Orion, a professional branding agency in India can help you build a strong brand experience.
In this blog, I am talking about brand experience and why it’s important for all brands to have a strong BX. Other branding agencies have different definitions about brand experience but here’s my point of view.
Let me simplify this as the experience you get every time you interact with any brand be it good, bad, boring or anything else.
Example – The experience you have when you enter a coffee shop. The kind of smell, the kind of taste, the kind of service you get, the music, the ambiance—everything around that coffee shop is the overall experience of the brand.
Why does brand experience (BX) matter?
1. One of the most important reasons why brand experience matters is to have a strong recall of the brand. People don’t remember marketing advertisements or the first touchpoint or the first reference they got for any brand. But they surely remember what they feel when they interact with the brand for the first time.
So, a great brand experience creates a strong brand recall value.
2. Another good reason to have a strong brand experience is to build trust. When you interact with a brand, you feel some connection, and you would like to have consistent trust with that brand. You choose it again, and you feel safe while choosing that brand again.
3. A great brand experience helps in building loyal customers. People generally share their experiences. When you have a great brand experience, there are high chances that people talk about your brand, and it makes your customers loyal.
How to create a strong brand experience?
Here are some core ingredients to create a strong brand experience.
1. Visual experience
Create a strong visual identity such as brand logo, packaging etc. for your brand and keep it consistent across all touchpoints.
2. Verbal experience
Build a strong verbal identity for your brand. Create a messaging system and create a tone of voice for your brand.
3. People experience
You should have strong systems for your customers and for your employees. The interaction with employees or customer support should be great to build a strong people experience.
4. Build strong product and service experience
You should have a great product or service experience when you start any brand.
5. Create a strong digital experience
You should have strong identities across all channels and a strong digital experience.
Everything put together creates a strong brand experience.
Step by step direction to build a strong brand experience.
Now, to summarise what I just mentioned above and to give more clear, precise, step-by-step direction or a journey to build a great brand experience, here is how you can achieve this.
1. Start with a clear brand promise
Whatever you build, make sure the brand should stand out in people’s minds. Have a clear and precise brand promise. For example, Apple—simple yet premium. Starbucks—warm and personal.
So how can you do that?
Write a simple sentence: “We want our customers to feel ___ when they interact with us.”
How do you want your customers to feel when they interact with your brand?
That makes the difference. This needs to be taken care of for your brand.
2. Make every touchpoint consistent
Whenever your customer or any brand consumer interacts with your brand whether it is your website, mobile app, store, catalogue, or marketing material, he should feel the same. Every touchpoint should have consistent branding and experience. Buld cohesive brand identities.
3. Focus on emotional connect
People don’t remember what you did for them, but they remember how you made them feel. Always try to build something personalised for them and create moments of delight.
Celebrate customers’ birthdays, anniversaries, or milestones. Send them personalised rewards and messages. Always train your staff to handle customers with empathy so your brand can be remembered in their hearts.
4. Make it simplified
Make your branding simple for your customers. Always remember the best brands make life simpler. Have clear and precise processes. Remove unnecessary information and forms. Make things quicker, provide good support, and maintain good communication channels. People should not feel lost when they interact with your brand.
5. Listen and improve continuously
Brand experience evolves over time. Always make sure you take proper customer feedback, monitor your processes and systems, make improvements regularly, fix recurring pain points, and improve the brand experience over a long journey.
Here are two great real-world brand examples that deliver exceptional brand experiences.
Apple
Apple is known for a seamless and premium brand experience. You always get the same minimal and premium feel in any Apple Store you visit.
The products, packaging, and everything else feel premium, minimal, and thoughtful. Apple Stores are designed so you can feel and experience the products. Even the packaging feels premium, clean, and simple. When you use their products, you realise how seamless, simple, and premium the experience is.
Apple is strong on its brand promise of delivering a great, simple, and premium experience that people fall in love with.
Starbucks
Starbucks delivers a highly personalised experience with great ambiance. Writing your name on the coffee cup creates a personalised experience. Stores look similar everywhere—warm, cosy, and familiar. It feels like a second place for work, relaxation, or meeting people. The clean, seamless mobile ordering experience and easy customisation make Starbucks a great brand experience for customers.
