Changes in consumer buying behavior combined with increased competition and digital development have highlighted the need to adapt to the current reality of the market. In this way, the so-called Brand Experience.
What is Brand Experience?
The brand experience or Brand Experience has as its mission offer the customer a unique consumer experience that establishes a link with the brand based on emotions, feelings or thoughts, which awakens the brand in the customer.
It is essential not to overlook the fact that brands are capable of generating all kinds of stimuli to make the consumer feel fully involved and the protagonist of an unforgettable experience. The term Brand Experience has become a concept that transcends the product or service itself and applies to anyone who has contact with a brand to formulate an opinion. Los The origins of such encounters and experiences can range from advertising and marketing activities from the brand to its daily business activities and transactions.
Why is Brand Experience Important?
Organizations are using the BX concept to optimize the brand experience consistently across all points of contact and communication channels for their customers.
Companies are looking for alternatives to build and maintain deeper relationships with customers. To this end, leading brands are focusing their attention on creating brand experiences that highlight the sensory, cognitive, emotional, social and behavioral nature of consumption.
This experience is a direct result of the perception one has about the brand, and of the relationship between its promise and the value assigned to what is perceived.
How Can I Design My Brand Experience?
They exist four fundamental components:
1. Perception: includes auditory, visual and tactical interactions that allow customers to connect a specific sense with advertising campaigns. Just as certain smells can bring back childhood experiences, brands that manage to merge the senses with marketing can create connections that drive sales.
2. Participation: customers are more likely to have a positive brand experience if they can participate in some way rather than just watching.
3. Personalization: Personalization can help promote connection between different customer segments. By taking advantage of the data provided by users together with interactions on social networks, it is possible to create more personalized efforts.
4. Prioritization: The brand experience can't be everything for everyone, so it's worth selecting specific brand metrics, such as positive social mentions or repeat purchases, to prioritize them.
How Do You Build a Brand Experience Strategy?
- Identify the areas in which The current experience doesn't meet customer expectations.
- Identify the areas for improvement. While there may be more than one aspect of the brand experience that needs updating or redesigning, trying to do it all at once can disperse strategy efforts too much and yield less than ideal results.
- Una effective measurement makes it possible to ensure that efforts pay off. It's also a time to explore and innovate by testing multiple strategies to see which one prevails. From video campaigns to personalized storytelling, to marketing efforts designed to generate specific emotions.
It should be noted that the brand experience does not depend on a specific moment, but rather on the treatment that a customer receives throughout the process (information, sales, after-sales, etc.).
Brands that manage to transform into an experience, and manage to integrate into people's lives, are guaranteed to succeed. There they are Apple, Red Bull, or Dove. In the 21st century, these are the ones that really make differences, especially in an environment where products and services are barely distinguishable from each other by their intrinsic qualities.
Brand experience is a long-term strategy that evolves over time, in which consumers continuously engage with the brand experience. On the other hand, consumer experience is much more immediate. If a customer can't navigate an e-commerce website because the customer journey is complicated, that creates an immediate reaction, a frustrated customer.
Therefore, it is necessary to promote greater collaboration between the teams that work on the brand experience and those that work on the customer experience. Therefore, it is essential to align yourself with having a clear idea of what the brand represents and its purpose.
Conclusion
In conclusion, brand experience and customer experience are linked and play equally important roles for companies. A company's brand and its relationship with customers are two of the most valuable assets you can own. Brands have to make a coherent and sincere promise; and the customer experience has to adhere to that brand story, consistently across all touchpoints.
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