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What is Brand Experience?

Ever notice how often we talk about something assuming every listener understands what we are saying? During the rapid growth of digital technology at the turn of the century, people were bombarded with new terminology and groups of abbreviations that preceded an arrival in any dictionary. The actions defied the basic concept that to be successful, communication requires a listener to understand and comprehend a message. So, what is brand experience?

A well-marketed brand can result in consumers expressing favorability for a particular company. Seth Godin, marketing and leadership expert, says, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”  Unlike marketing tactics, excellent brands are built over a lengthy period of time and require a clear strategy, dedication to a mission, and flawless engagement.

Brand experience is the sum of all the subjective feelings a consumer experiences when engaging with a brand. A good brand experience is consistent at every customer touchpoint and motivates targeted consumers to become advocates for the brand, builds credibility, and bolsters repeat business. Consistency across touchpoints is a critical factor in building a good brand experience. Presenting an audience with a consistent, cohesive message requires coordination of content, visual elements, online user experience and an unwavering philosophy of customer centricity. A memorable brand experience can boost brand recall among an audience and further strengthen a marketer’s efforts to build loyalty and trust in a brand’s reputation. In a recent Sprout Social Index, 58 percent of consumers reported that brand experience influenced a decision in purchasing one company’s product over a competitor’s.

Messaging must be coherent and relevant across all social media channels, websites, mobile apps, non-digital advertising media and physical outlets. Personalizing a brand experience that is aligned with customer personas and preferences adds value and creates a sense of personal connection and ownership with the brand.

What is the brand’s story, how is it different from the competition, and how does it make consumers feel? Develop the brand by defining what solutions are being offered. Raise awareness among consumers by promoting values, mission, and purpose. Strive to create consistent and authentic messaging that matches the company’s actions to build trust and loyalty. Consumers are becoming smarter and can question the validity and authenticity of a brand’s messages. Do not “fudge” the facts, walk the talk.

Listen first to the consumer, develop the messaging based on the customer’s expectations, and resolve to deliver on the brand’s promise. “Making promises and keeping promises,” says Dipanjan Chatterjee, “are key to a brand. An unfulfilled promise sets the brand up for failure.” The story should be all about the customer, personal and authentic. Prioritize user needs and preferences in all web design decisions and avoid confusing navigation, slow loading, complex interfaces, or inconsistency of design. “Branding is hard work. Customer experience is hard work. And to make the most of all of that hard work, it’s critical to make sure brand experience is tightly interwoven with customer experience.”