We all know that brands make us a feel a certain something but what is it? Can it be engineered? Should you engineer it? Only if its true. We explore the intangible concept of Brand Experience in this article.
Think back to the last product or service that you bought in person. We’re not talking about an Amazon purchase here… This is a real life experience... we’re talking...putting some pants on, walking out the door, interacting with real life people and walking away with a tangible product. Think back to the last time this happened. Remember the big details, the feelings you walked away with and how the overall process went. Now… Do you remember the logo of the company/store that you purchased that product from? Chances are (unless you're thinking about the frozen pizza you recently purchased at Walmart) you have no idea what the details of that logo was. The reason for this is that although a logo serves a vital role in branding, at the end of the day, what matters most… above all else... is the brand experience.
So what is the brand experience? It is exactly what it sounds like. Brand experience is the feeling customers hold toward your company and product as a result of their history with you. If there is a positive history there, then the brand experience must be a good one.
Maintaining a consistent brand experience can be vital in business to business marketing for many reasons. This concept goes back to the age old saying, “consistency is key”. A consistently positive brand experience is what keeps customers coming back for more. Unfortunately, one bad experience could cause loss of current and future clientele as many negative brand experiences are likely to be shared and disclosed to other companies, acquaintances, etc. As the social sharing culture grows, maintaining a positive experience becomes more and more vital.
So… How you do it? Great question. Here are our thoughts: