The shift to the digital age has reached an all-time high in recent years, especially after the COVID-19 pandemic. Online sales have skyrocketed as buyers become more comfortable with digital transactions. For example, in 2021, consumers spent around $14 billion online across Black Friday and Cyber Monday alone.

This shift brings a lot of potential for businesses but also presents prospective problems. When the number of digital product offerings increases, the competition for customer spending becomes fiercer. This means that businesses must focus on building a great brand experience and creating a long-lasting impression on their customers.

In this article, we first talk about what brand experience is and then discuss its importance, and lastly, proceed to discussions on how to create a great one for your company.

So, let’s dive in!

Brand experience definition

To put it as simply as possible, brand experience is the lasting impression that customers have of your brand. It may contain thoughts, feelings, perceptions, and reactions to every single interaction with your business, ranging from direct marketing and large-scale digital advertising campaigns all the way to support and after-sales services.

The brand experience incorporates a holistic set of conditions created by a brand. Its job is to influence the feeling a customer has about a company. Great brands try to build an atmosphere of goodwill, dependability, and trust to create an association between the brand and a specific need. This is done using a combination of various modes of interaction between the customer base and the company.

Moreover, brand experience is about building a sensory user experience to make consumers remember a brand. This strategy helps make the change from brand awareness to brand loyalty by connecting and engaging with the target audience.

Brand experience vs. user experience

While brand experience may seem very similar to user experience, the two have big differences.

Brand experience encompasses a broader perception of your brand, while user experience is about the positive or negative user experiences when interacting with your website or other communication channels.

Although having a positive user experience definitely helps with creating a better brand experience, these two are very different.

The importance of brand experience

Brand experience is an essential piece of successful business performance. Positive experiences with a brand help create deeper connections, inspire the audience, and ultimately deliver results.

Oftentimes, having a positive brand experience means consumers choose you over your competitor. Therefore, it is easy to see why brands go to great lengths to create an impressive and eye-catching brand experience.

While grabbing consumers’ attention is very important, you need to stay consistent with your brand experience. The world’s most successful brands know that brand consistency helps to create lasting customer relationships and increases brand recognition.

How to create a great brand experience

Before creating a great brand experience, you need to prepare for it. So, first of all, you must ensure that you clearly understand what your customer base wants. Only after that can one create an authentic, deep, and memorable experience to influence your customers.

We’ll be discussing the following pointers to help you in the process of creating a great one:

Engaging at least two of your audiences’ senses

According to the book “Customer Sense: How the 5 Senses Influence Buying Behavior,” appealing to two or more senses create more memorable and compelling experiences.

The power of sensory engagement is no secret. In fact, brands have known about this secret for quite some time now, and many have used it to their advantage. For example, this sensory engagement is exactly why the “scritch-scratch” of Sharpie markers is audible and their smell is strong.

Another example of sensory engagement is one of Dunkin’ Donuts’ campaigns when they pumped coffee smells into buses every time their jingle played on the sound system.

Senses have a close connection with sticky experiences; most of the time, mixing the senses can add value to the brand experience.

Participating in events

Events are the perfect place to win the attention of your brand’s audience and make them loyal to you through sensory appeal and extended exposure. When you insert your brand into an event your target market cares about, you create a powerful brand experience.

A great example of this is Instagram and the famous music festival Coachella. For this festival, Instagram created colorful, southwestern scenes for their users who loved to take selfies. Instagram took the opportunity to better their experience for their users by taking advantage of this established event many IG users attend each year.

And remember, if you can’t find an event that matches your target audience, you can always create one!

Personalization

Personalizing the message you communicate to your customers is one of the best ways to become part of their story. Prioritizing personalization in your brand experience allows you to tell your brand’s story while becoming a part of your customer’s story. This definitely helps you to create a more meaningful and deeper relationship with your customers.

For example, many brands like IKEA and Apple use artificial reality (AR) to help online shoppers visualize how their products look in their personal spaces. Moreover, many businesses use location-based technologies to deliver personalized notifications and information to their customers.

This level of personalizing the message allows brands to communicate what they want to share in a way that is relevant to their audiences.

Creating an online community

An online community is a great place for fostering deeper connections with customers. In a branded community, customers directly communicate with your brand and their peers (other customers) in-line with business goals and values. Being in an online community enhances your customers’ sense of belonging, resulting in a better brand experience by making their interactions more memorable.

Communities also allow brands to get customer feedback, receive innovative ideas from their most avid fans, increase engagement, create word-of-mouth, and receive valuable user-generated content.

While having an online community is very beneficial for brands, it is not an easy job to build and manage one. That’s precisely what we focus on at Pukket. With our advanced features and AI engines, our platform allows you to build a branded community like no other on auto-pilot. Using our sophisticated dashboard, you can create challenges for your community members, reward them, and keep your customers engaged with your brand.

If you want more information, be sure to fill out the form below, and we’ll contact you!

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