Brand Experience. What is it? Why do you care?


Braidyn Browning

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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:

  1. Feel it out. You want to stay true to your brand message and brand promise but the truth is… the way you do things might not fit everyone. Some clients prefer to be treated a certain way. Some are more hands on and some could care less. You have to decide what the client needs from you and deliver it. This is the most sure fire way to ensure a good brand experience time and time again.
  2. Do your research. What kind of companies do your clients regularly do business with and why? Why are they loyal to those brands, companies or products? If you can figure out what those clients are getting from the other guy and offer it...but it a better, more reliable’ll always be ten steps ahead of everyone else and customers will go out of their way to seek out your services.
  3. Get on the same page. If your company employs several people, get your team together and lay out the terms of your brand, what your services mean and what your processes are. Clients love to know exactly what they’re getting from a company. Whether they’re working with you or the girl at the front desk, the tone, level of professionalism, brand promise and feel should always be the same.
  4. Be confident. You want your clients to trust you and to feel like they are dealing with a company that knows what they’re doing. Whether you are knowledgeable on a subject or not doesn’t matter as much as making it seem that you are (that sounds terrible...but it is true in some cases). Keep face in front of your clients, always. Make them feel as though you have everything handled and prepared… and then hustle to ensure that you follow through. As long as you continue to deliver, that brand experience will be a positive one.