Brand Experience Builds Consumer Awareness
Brand experience influences how customers feel about a brand through a simple but meaningful encounter. Brand experience builds consumer awareness and often creates brand-faithful customers. Whether it’s emotional connections in content, targeted ads or promotions, the overall goal is the same: make a positive impact on the audience’s feelings.
Does Your Brand Create A Human Experience?
The good thing about knowing your audience is you can tailor projects and campaigns to meet their needs. Fortunately, you know that the audience is human, so you’re able to target their senses. A sensory response makes an experience much more memorable.
How do we go about targeting the audience’s senses? This depends on your specific brand. You’re not limited by it, but it does play a factor in which between smell, taste, hearing, etc. you target.
Think of computer or electronic stores with modern, clean, simple, painted-white walls with a wide open space that are visible from the outside-in. Clearly, they wanted to appeal to the aesthetic, so that audiences would think of them as a visually stunning sight to see. Conversely, if a massage-chain had loud heavy metal music played in all of their stores, customers would get the wrong feelings associated with their brand. If you target the wrong senses, it leads to negative brand association.
What is Your Purpose?
Who are you? Being able to answer this question matters profoundly for your brand experience.
Defining who you are will set the tone of the type of experience you want to create. In an oversaturated market, products that are connected to a bigger purpose can stand out from the crowd—the purpose often has more value than the product itself.
The following are 5 main categories of brand purpose:
Eliciting Joy – exists to inspire moments of happiness (ex. Coca-Cola)
Enabling Connection – exists to bring peace of mind to everyday connections (ex. FedEx)
Inspiring Exploration – exists to empower creative exploration and open new experiences (ex. Airbnb)
Evoking Pride – exists to epitomize a lifetime of achievement (ex. Mercedes-Benz)
Impacting Society – exists to celebrate every woman’s unique beauty (ex. Dove)
A great purpose should manifest itself in everything a brand does: from product development to customer experience to how it should conduct its marketing.
How Are You Improving Lives?
Some of the best brand experiences are those that highlight storytelling. What’s your brand’s story? How did you come to be? How are you improving lives?
There are a few ways to discover your true brand purpose, even if your brand has been around for 10+ years and is well established:
- ‘Archaeological Dig’: Dive into the history and heritage of your brand, the story of the founders, the company’s reason for coming into existence when it was first established.
- Brand Evaluation: Looking at your brand’s strengths (what you are good at) and passions (brand passion points), and their intersection with how your brand can be of service to the world.
- Employee Experience (EX) Surveys: Finding out the stories of why your employees are proud to work for your company or brand often reveals the real value that they see in the work that they do. Employee engagement matters because companies with engaged employees have better business metrics.
- Customer Experience (CX) Surveys: Similarly, asking your customers (and associated stakeholders like retailers, suppliers and other partners) can help reveal valuable insights as to the true brand purpose of your business.
By integrating these sources of research and data, your brand can uncover a true brand purpose and a strong foundation. The next step is to share your brand’s story to encourage continuity and foster curiosity. Show that your brand has a purpose in this world through various channels, such as blogs and social media. Through these channels, you have the power to share your story and truly inspire people in the process.
Is Your Brand Consistent Across All Channels?
It’s essential that the different elements that make up your brand speak the same language—inconsistency can damage your brand image and overall customer experience.
Brand assets and brand guidelines cover visual consistency—this includes your brand color palette, typography and logo. How strange would it be to see a brand you’ve turned to many times and notice that something is off? It would be an instant breach of trust.
And what about communication and attitude? Does your customer loyalty employ your brand voice just as your employees do? Are your social media posts in line with your overall brand personality and approach?
Does Your Brand Offer Opportunities for Engagement?
Human experience requires the engagement of our senses. Does your brand offer customers opportunities to see, hear, read about, and talk about your product or service? Brands and customers have to interact with each other for any business to grow. The interaction will build trust between customers and your brand.
Your visibility, audibility, and accessibility offer multiple opportunities for engagement. Sending customers contests and surveys, sampling your products at a stand at a grocery store, and creating pop-up shops are all common ways to create opportunities for engagement.
Encourage your customers to submit testimonials. These testimonials will provide customers with a place to express their feelings and experiences. This is one of the core aspects of a winning customer engagement strategy. If your services are solid, allowing customers to speak up will help your brand’s good reputation to spread in an organic, person-to-person manner.
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