Everything You Need to Know About Brand Experience

What is Brand Experience?

Brand experience refers to the sum of all the sensations, reactions, feelings and lastly thoughts that individuals have in response to a specific brand. This is something that cannot be taken to be specific to a media type. Instead, this is the outcome that remains after some encounters or engages with a brand in varied environment. In the COVID times, there has been a shift to online shopping and the digital world certainly turned out to become dominant customer environment. At the end of the year 2021, e-commerce expanded to a great extent as compared to that in the year 2019. Online sales did increase and it was realized that to remain competitive in the present times, there is a need to develop a consistent brand experience across every channel. One needs to replace some of the in-person experiences that happened naturally with strategic digital interactions. Businesses have gone through lot in the COVID times which has made them realize that crisis as such can be tolerated only if they are backed by brand experience. Brand experience is something that directly impacts brand loyalty and is of much use for the companies who want to make a mark in the market. The experiences that will be shared by the customers will help in realizing the real value of the brand. This as well will also attract more customers. Promotion of brand will become easy and there will be gradual increase in the number of customers. Organizations should not ignore brand experience as that can be detrimental to the brand. There have to ensure that proper decisions are taken to enhance brand experience. As it is that competition in the market has increased and to sustain in this situation there is a need to have a proper brand image. Brand experience can be said to be as one of the pillars that will ultimately help to build the brand. With positive brand experience to its accord, a company can grow huge customer base and at times also address some common issues that pop up. Thus, in all ways brand experience is something to be given due priority.

Why brand experience is important?

Brand experience is significant as it provides positive experiences facilitating deeper connections, inspiring audiences and ultimately delivering proper results. A positive brand experience can be considered as the difference between being chosen over other brand or losing the sale. Companies often put in much efforts to craft impressive as well as attention-grabbing brand experiences. There is extreme significance of a consistent brand experience as this is a foundation for flashy as well as exciting interactions. The most valuable brands in this world certainly know that brand consistency is something that is of much help to develop lasting customer relationships and bring an increase in brand recognition. Often organizations make the mistake of using all resources on few big experiences and ignore the investment that needs to be done in consistency.

3 brand experience examples to consider

Three brand experience examples that can be considered are as given below:

1. Lego- The company innovated a unique experience for it consumers before, during and even after purchases are done. Lego did this by means of touch points that induced thoughts, behaviors as well as feelings.

2. Red Bull- Red Bull can be referred to in this context as this company as well developed unique brand experiences by organizing sponsored events for sports and physical feats.

3. Netflix- Netflix as well also adopted some good ideas in the context of brand experience. For instance, shows such as Arrested Development attracted many. The company organized an event at a banana stand where the fans could visit as well as learn more about the upcoming episodes.

Strategies to boost brand experience 

There are varied strategies to boost brand experience as given below:

1. Providing audience with human experience- This requires that the company should have adequate knowledge about its customer and be able to tailor projects to their needs. Targeting the senses of the audiences can be a good thing to do.

2. Personalization- Every brand should try to personalize customer experience as this has certainly become the new effective strategy. This can also be said to be as bare minimum.

3. Use of branding software- Using appropriate tools and software can be of much help for the companies to boost their brand experience. This means that with traditional approaches, it is also needed that there be some modern approaches so that audiences can be connected well.

Brand experience has to be developed based on the choices and preferences of the consumers.

What are the Typical brand experience obstacles and how to overcome them?

It has been found that some of the biggest obstacles for bringing in optimization in experiences comes internally within each brand. Some marketers understand the significance of brand experience while some others assume that their brand is already delivering strong experience. Some team members are of the opinion that their seniors are not someone who lay stress on brand experience. All these that is mismatch in ideas leads to disconnection between teams. The solution here is laying emphasis on branding strategy. This is something that provides a firmer structure of goals.

What is the impact of positive experience with a brand?

One of the obvious positive effects of good brand experience is increase in profits. Customers will be more willing to pay more for a brand they rely on. They will also promote the brand and contribute in expanding the customer base of the company. Then again, positive customer experiences if shared through feedback will be motivating for the employees who are working for the brand and they will come up with enhanced productivity. Positive brand experience will also have positive effect on brand loyalty. This means some loyal customers will always be there for the company. The positive feedback will also enable brands to fine-tune the details of the experience in ways that will lead to more positive emotional responses.