Brand experience is one of the critical elements for a company’s success. Having a well-defined and positioned brand image allows you to create an appropriate brand culture to develop positive experiences for your customers. And as we know, happy customers, business.
Today we will learn about what brand experience is, the characteristics of the concept and why it is essential for your brand.
Having a good brand image is essential for any business. It allows generating positive notoriety and, therefore, a better evaluation of the products and services offered.
So, how can organizations build and maintain it? This post will give you some tips to achieve it through the right research strategy.
What is brand experience?
The brand experience is the set of emotions, perceptions, thoughts, and ideas that go through a customer’s mind when he is doing the products or services of a business, along with the resulting reactions and behaviors.
Any organization can build, organize and manage a positive brand experience. As its name implies, the experience of a company’s customers is the central focus.
The customers’ brand experience manifests during contact with the company’s services or products, whether in advertising, direct visits to the location of the business or while using the product.
We can see brand experience as a broader and slightly different concept to customer experience. In this case, the person can perceive and evaluate it without being aware of their customer status. Therefore, we can consider that any customer experience can be regarded as a brand experience, while not all brand experiences translate into a customer experience.
Advantages of building your brand experience
Branding makes it easy for organizations to connect with customers, inspire audiences, and ultimately deliver positive business results.
Among the main benefits of building a brand experience are the following:
- Create opportunities to generate content that can be shared in all communication channels and share it among consumers, thus increasing the brand’s impact.
- It helps you get customers’ attention, which you should take advantage of to make them participate in your brand, either by testing your products or participating in the development.
- Create authentic interactions with consumers. This action is one of the best ways to get them to remember your product and increase their brand loyalty.
- Engaging with consumers in a one-on-one interaction means that they will spend much more time with your brand and your product.
- The brand experience allows your customers to interact with your products and generate information for your brand.
Guide to building a brand experience
Here are the steps that will help you build your brand experience effectively:
1. Evaluate your brand identity to have a coherent image
The first step is to implement a quality strategy consistent and relevant to your industry and its strategic positioning.
Representation to the public should reflect the organization’s structure and highlight what sets you apart from the competition.
In this step, it is crucial to consider the following points:
- What is my offer, and what are the characteristics that differ from my product or service?
- Which is my goal?
- How to stand out in a competitive market?
- What are my values?
- Knowing your structure, assets, and objectives allows you to identify the company’s essence to transmit relevant messages and stand out.
Values must also be presented through a marketing strategy and external and internal communication. Employees and people belonging to the organization must feel these values and transmit them.
Suppose the message sent to the client and the organization’s internal practices don’t align. In that case, it runs the risk of making their actions less credible and damaging their external representation and reputation.
2. Visually spread your identity
The next step is collecting the information and transforming it into visual elements.
The visual communication of a brand allows transmitting an innumerable amount of messages subtly through:
- Choice of colors and fonts
- Selection of corresponding graphic codes.
These two parameters will allow you to create a logo and a slogan or modify the existing one. Sometimes, it is necessary to change the logo and graphic line to improve consistency and relevance.
These visual identity components should be present in every medium in which you spread your brand, such as television ads, the website, social media posts, order forms, or even signatures at the end of the email. There are also other uses of brand image surveys.
3. Create marketing and communication strategies to transmit your brand experience
The last step in creating a brand experience is strategically distributing your brand image. It is essential to establish a marketing and communication plan that allows you to reach your target audience.
The strategy will make it possible to determine how to reach the different market segments, the frequency, the tone in which they will transmit their content, and more.
This communication requires the support of a brand marketing strategy to support the message and further increase the company’s reputation.
Consumers’ perceptions of brands can change over time positively or negatively.
Successful actions accompanied by increased customer satisfaction will promote a positive mental representation of your brand. Learn how to create a brand research strategy.
Importance of building a brand experience
The brand experience can mean the difference between being chosen over the competition or losing the sale. Because of this, it’s easy to see why brands strive to create impressive and eye-catching experiences.
The brand experience is essential in the creation and success of an organization. In an environment where the diversity of companies and the variety of consumer choices can be overwhelming, having an appropriate and recognizable brand is essential to stand out in the market and create a strong relationship between companies and customers.
If you want to apply a brand questionnaire and obtain information that helps you define your brand experience, do not hesitate to contact us. At QuestionPro, we have the tools to achieve this.