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What is a Brand Experience?

July 22, 2013

Daily ReadWhat is a Brand Experience?

Marketing is all about the kind of experience you deliver to your customers with each and every interaction. The more compelling the experience, the faster you will build brand loyalty. In fact, the experience you build becomes your brand in your customers’ minds. Without the brand experience you’re just another product or service. Let’s look at the two elements of an ‘experience’:

Totality is about the completeness and consistency across your various marketing elements. If the experience isn’t complete and consistent, the totality won’t be effective in creating customer loyalty. This means engaging with your customer through the different way they live. What appeals to your customer will of course depend on your product/service and who your customer is. For the total experience you may need to have a nice store front, welcoming employees, fancy brochures and an interactive on-line site that makes fits your clients. You need to decide what is necessary for the complete experience.

Tonality is about the spirit of the experience. It should also be in line with how you have defined your brand and with what you know your customers want. If your client is a young runner you will want the tone of your marketing to have a youthful, energetic vibe. The key is to be consistent across all marketing platform so your customers feel good about engaging with your brand, this will give your brand a complete picture of what you offer and who you are.

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