Brand Experience: the complete guide to this new type of marketing
Brand experience is about strengthening the relationship of brands with their customers at all times of contact and interaction.
Through some practices, this technique implements actions that arouse sensations and feelings, which generates loyalty and satisfaction.
Brands need to work on their image to ensure relevance in the market and create identity. In other words, they need to execute branding, and they often do it through details.
Brand experience is one of the most important concepts to strengthen brands before the public. It is a job that works on the client’s perception, which is a continuous effort, performed every time there is interaction or consumption.
Consumers are attentive to the smallest details of their experience with brands, either when they go to a store or when they visit e-commerces.
Every moment of this interaction helps to build consumer perception. It is essential to work on the part of businesses so that the impression is the best possible.
The basis of the brand experience is associating elements to the brand that make it possible to draw public attention and generate value. So we will build a brand that includes sensations, perceptions, and the connection between company and consumer.
In this post, we will cover the following topics:
- What is the brand experience?
- What are the essential pillars of this concept?
- What are the gains when applying the brand experience?
- How does the concept work in practice?
- How important is the brand experience for brands?
Check it out!
What is the brand experience?
Brand experience is a strategic concept which tells brands that they need to generate value in the experience of interaction, contact, and consumption between them and consumers.
For this, several areas of perception are always explored to ensure that the public builds its idea about companies from the experience they had previously.
The brand experience has been practiced for a long time as a technique. It uses details that, however striking, is not always perceived by the public as purposeful.
In recent years, with the Digital Marketing progress, it was necessary to develop proposals to apply the ideas of brand experience also to the digital environment.
Contact and interactions
There are always those contact moments between consumers and brands. Those moments can be in person, such as a trip to the store, or at a distance, through a telephone or email service.
For each of these contacts, there are also interactions, which are exchanges of information, that is, natural conversations.
And the brand experience way comes to build remarkable experiences for customers during those contacts and interactions.
For example, if customers go to retail, an ideal strategy is to welcome them with a series of special touches that make a difference, such as:
- a comfortable and inviting environment;
- a place whose ambient music communicates with the brand identity;
- a salesperson approach that creates a perception of the brand;
- an aroma that causes a natural association with the brand;
- snacks and drinks served in the store;
- a branded tone of voice applied to a phone call or email;
- an effective, educational, and friendly service.
These details serve to build an experience that is pleasing to the consumer.
Thus, the consumer’s perception of the brand will be associated with that positive moment they lived while in a place or interaction with a company.
Conveniences and facilities
Working with brand experience is also about planning how a brand can best serve its consumers from its products and services.
Convenience is an excellent way to design good branding, as we can notice in some quick examples, such as:
- e-commerce that permits order pickups at a physical point;
- diversified payment options;
- products and services personalization.
Working to offer such facilities and conveniences is an effort that brands can do to have their names associated with these specific flexibilities.
Brand experience has a lot to do with sensations and perceptions, and details such as these can make the public see certain brands as those that do everything for the well-being and satisfaction of their customers.
Associations that generate awareness
Associations and relationships are key factors in the brand experience, as this technique seeks to awaken the consumer for unique feelings and moments.
So, if the brand manages to achieve a good brand experience, it will generate positive impressions around the public.
The client will quickly associate the brand with a certain point explored in this brand experience strategy.
For example, if a clothing brand uses a specific perfume in its products, the customer will make a quick association between it and that aroma.
This is a way of generating brand awareness with striking and straightforward associations.
What are the essential pillars of this concept?
Every company must think about brand experience. This is an uncompromising statement, simply because, regardless of the market, there is always a way to implement experiential marketing, in whatever detail.
In this way, consequently, there are several ways to provide a unique experience that awakens feelings, associations, and perceptions in the customer concerning your brand.
To perform a good experiment, however, brands must start with the basics: the essential pillars of this concept. Next, better understand each one of them and what they represent for a strategy.
This first pillar reinforces that brands must always highlight what their central purposes are. This means that, when selling, communicating, and simply existing, your mission must be clear to the consumer, and this idea will be understood without much difficulty.
A good example of a successful case applying this specific pillar is Nike, a giant in the sports industry.
Through its slogan, the company has reinforced its proposal to deliver technology and quality in sports products that ensure anyone can practice physical activity, regardless of whether they are professionals or not.
Focused on sensations, the sense is one of the most interesting pillars. It’s linked to more immersive experiences, capable of touching human senses.
Have you noticed that your favorite store has a specific smell?
Have you ever heard a song you liked while shopping there? And the aesthetics of the place, do you like it? All of this is a brand experience!
For a long time, it was very common to apply this strategy in retail, but over the years, it was necessary to adapt it to digital.
In this environment, the visual and sound fields have great strength, as they capture attention and generate sensations with precision, even virtually.
For those who lived in the early 2000s, a striking example was the sounds of the MSN Messenger instant messaging tool.
They were alerts that indicated the arrival of messages, when a friend went online, among other actions.
These are epoch-making sounds that helped to build an experience that generated brand awareness and associations.
The emotional impact is the main factor of this pillar. The idea is that brands can generate experiences that engage from the feelings they provoke in their customers, always directing this performance towards positive approaches.
Red Bull is a good example of a brand that shares a lifestyle with the public.
In all its advertising and messages to the public, Red Bull passes the image of a positive lifestyle, sports, health, and good memories.
The experience also involves the performance of the brand and the way it guarantees customer convenience and facilities.
In this experience, the brand must always be willing to solve problems and act proactively in favor of the consumer.
Ray-Ban launched its virtual model tester, a tool that allows the user, using the camera of their smartphone, tablet, or computer, to project the glasses’ 3D model on his face, in real-time.
The customer can choose the model, try the frames on their face, and then decide on his purchase.
The feeling of belonging is one of the most important pillars and one that best connects with the reality of digital transformation.
Today, consumers expect much more than a business relationship. They want to be participative, want to interact, and, in general, want to be part of the brand’s routine and activities.
The connect pillar’s role is precisely this: to ensure that brands work closer to their audience so that they develop a sense of identification.
Chipotle, a Mexican fast-food chain, encourages the public to produce small videos for TikTok, talking about its food menu, how to say Chiplote’s name correctly, and, of course, the love for the brand.
This is possible in both physical and digital retail, and the best ways to obtain it are:
- defining placements that meet the brand’s buyer persona;
- working with storytelling strategies that communicate with the buyer persona’s pain and routine;
- sharing the content of the company’s daily routine on channels such as Instagram Stories;
- keeping open channels of interaction on social networks.
What are the gains when applying brand experience?
Brand experience brings concrete results for the companies that develop their performance through the experience of retail and relationship.
Regardless of whether the work is in person or digital, using the pillars we mentioned guarantees decisive strategic gains. Better understand which they are and why they are so valuable!
Customers’ loyalty is more difficult to reach than winning new ones, and the reason is simple: only those who really see value in the relationship with the brand remain.
This can only be achieved by developing a good brand experience, providing unforgettable moments to each consumer.
A customer can buy a smartphone of any brand, but few can place them on a level of belonging to an exclusive group.
From this strategy, companies like Apple, with a precise marketing strategy and innovative design, can win a legion of loyal buyers, thanks to their unique products.
Generating value is one of the main challenges, but also one of the most valuable gains that a company can achieve from the brand experience.
Brands are always looking to be recognized, widely disseminated in a market, and remembered by the public. One of the main paths in this relationship with the customer is to create value.
This is a direct consequence of a work that invests in details, aiming to awaken feelings and create associations that the consumer easily assimilates.
Over time, the brand’s value also increases the added value of the product, generating greater sales and potentialized profit margins.
Brand awareness is another important result that companies can achieve.
Good results in this sense mean that a large percentage of your target audience knows the brand and is aware of its main characteristics and qualities.
Among the positive points that lead to this level, many may be the effect of a good brand experience.
Investing in good branding techniques helps to project brand awareness to consumers, leading them to associate it with details that generate sensations and feelings.
Closeness to the public
Reliable brands are those capable of being close to their audience, with a relationship full of interactions, positive feelings, and satisfaction.
A good brand experience job can strategically promote all of this, generating a positive perception and more pleasant experiences.
Whether in a physical purchase or an online service, if the brand knows how to develop an outstanding experience, in the end, it will approach its consumer.
If you want this positive relationship to happen, you need to rely on brand experience actions.
How does the concept work in practice?
Great companies have applied brand experience in their performance so effectively that it’s not always possible to identify the strategies behind each action and detail.
This makes these brands so relevant and makes them have so much recognition within their markets.
It’s essential to divide them into two categories to analyze concrete examples of applying brand experience: physical and digital.
We have already talked about sensory experiences, which are the most traditional and applied in retail, but a valuable example is the events that brands organize.
An interesting case of success is Rock in Rio, a music festival that takes place every two years in Rio de Janeiro, Brazil. Still, it has already been hosted by other cities worldwide.
Nowadays, much more than a music festival, Rock in Rio is a great sensorial experience designed to propose a broader concept to the brand.
Besides several stages, those attending the event can participate in various activities such as the famous zip line, the Ferris wheel, bars, and restaurants.
There are also the actions of brands that support the event, always bringing news to each edition.
This repositioning that Rock in Rio projected in its most recent editions enhanced the event in such a way that today it is, above all, a brand. The audience associates with Rock in Rio all these experiences possible within it.
Applying the brand experience in digital is no longer a big challenge as it once was, after all, an adaptation was necessary. Among cheaper shipping, sites with great navigation and graphic environment, and interactions on social networks, there’s still room to innovate.
As we showed before, Ray-Ban, with the virtual model tester, offered the consumer the best condition when deciding on a product, even in a virtual environment.
How important is the brand experience for brands?
Companies that apply brand experience strategically and intelligently affect, at many levels, their performance in the market.
Keep on reading to understand, in a few simple points, how important brand experience is for these companies!
Definitely, brands are betting on experience to become increasingly relevant. Those who want to occupy prominent positions in the market need to design strategies, from the simplest to the most elaborate, to remain a reference.
The brand experience provides competitiveness in any segment.
The client is the main one affected by the brand experience work since all actions are designed to reach them, awakening feelings, and activating sensations.
This is very important because, if the customer is satisfied and involved, the chances are higher that they will be loyal, have a positive perception of the brand, and still speak well of it.
Longevity in the market
Companies that follow the path of experience can remain, besides being solid, totally relevant for longer.
For it to happen, the proposed experiences must always follow the trends of the time, also opening space for innovation. Thus, the brands remain timeless and long-lived.
Amid its competitiveness, the market requires companies to know how to drive brands relevant to the public.
With increasing demands, the consumer expects to see innovation and efforts to be conquered, which the brand experience can provide. Feelings and sensations are the keys to experiences of great value and capable of building loyalty.
Did you know that it’s also possible to offer experiences through content? Understand more about this strategy and how it can be valuable!