Best Practices for Building an Unforgettable Brand Experience

The experience that each customer has with your brand is essential to the success of your business. If your customers are motivated to interact with you and become loyal, they’ll send more business your way and recommend you to others which will increase revenue. If they have a bad experience they will tell everyone they know and this will decrease revenue and can have disastrous consequences.

At a time when customers are increasingly discriminative when it comes to choosing who they want to do business with, providing a brand experience is a no brainer. Without an exceptional brand experience, you are just another replaceable product or service on the market.

What Constitutes Brand Experience?

brand experienceBrand experience involves a wide range of online and offline activities that act as touch points through which customers are immersed in and interact with your brand. These activities could include use of your website or app, in-store or digital interactions with employees, experiential tactics, corporate events and more. Each of these activities provide consumers with meaningful experiences.

Done well, brand experience can cultivate emotional connection.  Here’s how to create memorable brand experiences that drive sustained engagement and loyalty.

Understand Your Customer

There is no way to create impactful experiences for your customers if you don’t know who they are. A good place to start is going over your customer profiles to understand their needs, aspirations and dreams, pain points and what makes them happy.

Understanding your target audience in this way lets you create experiences that engage their emotions—you want to inspire them, make their dreams come alive, make them laugh or cry. You want to move them into action by finding out what really matters to them so you can provide this in a compelling and relevant way.

One way to find out what your customers want is by listening and social listening tools have made this easier. You’ll learn what matters to people so you can create experiences that leave an unforgettable impression.

Make it Bold

Whether you are hosting an event, staging an experiential stunt or simply driving users to your app or website, the experience must be spectacular for it to leave an impression on your target users.

Brands are built on customers’ emotional and mental affinity—creating experiences that tap into their emotions and memories will make any brand the go-to for its customers. Also, the more memorable the experience, the better the return on your investment so it’s worth doing it right.

Personalise It       

No matter what you sell, at the end of the day you are in the business of connecting with people. Personalisation is crucial to building stronger connections with your customers at a time when there are so many things competing for their attention.

This links back to knowing your customer—the better you know them, the more equipped you will be at creating customised experiences just for them. And what’s more memorable and persuasive than experiences that are built with you in mind whether that is a website, an app, an advert or an event?

Integrate and Make It Seamless

brand experience

How does the interaction with your brand work for your customers? Is it seamless and consistent or is it compartmentalised?

Evaluate each touch point with your brand and the people your customers interact with at those points to identify any gaps that could be preventing customers from having the best experience possible.

Does each aspect of your brand deliver services in a way that goes beyond other brands? Is the experience living up to your brand promise?

As you integrate to create a seamless experience, ensure that your brand presentation is consistent both offline and online. All your decisions about events, marketing campaigns, advertising etc. should be built around the core values of your brand. If your core values need updating then you need to spend time to do this before anything else.

Put People First

Even though your brand should influence your decisions, the experiences you build should eventually be about developing authentic relationships with consumers. Whatever experience you create, make it emotionally meaningful and intimately valuable to your audience. Each experience should be designed to teach, provide opportunities, entertain or inspire. This is the key to boosting long-term loyalty.

Deliver Experiences through Storytelling

Storytelling is at the heart of delivering exceptional brand experiences. It’s through stories that consumers connect, emotionally and mentally with a brand. But don’t stop there—engage multiple senses to really create impactful brand experiences. Use mediums that will engage consumers’ sense of touch, hearing, vision, taste and smell to deliver memorable experiences that can only be associated with your brand.

Going forward, the most successful brands are those that will be able to converge the offline and online world to provide consumers with integrated and memorable experiences that challenge the status quo and set these brands apart from the rest.

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