Brand Experience is the trend that will change the way consumers see brands
Brand experience is the set of sensations, feelings and thoughts arising from the interaction between the brand and consumer.
The concept has gained the attention of brands around the world due to its significant relevance when it comes to the performance of marketing and sales strategies.
What is Brand Experience?
In free translation from English, brand experience means brand experience and is a concept that has gained the attention of many brand strategists around the world.
More than a strategy, brand experience is a set of sensations, thoughts and interactions that a consumer can have with a brand. We can say that this experience accompanies the person throughout their journey with a given brand, including various points of contact that contribute to attributing an image to it.
Thus, all of this goes through a series of factors, strategies and actions that the company can develop, both to promote its products or services and to relate to its consumers.
In other words, if we are talking about the experience that a person has when interacting with a brand, we must pay attention to all points of contact in this relationship: product or service, advertising, digital marketing, after-sales, among others.
Currently, the experience factor is one of the most important aspects in consumers' decision to purchase or repurchase, as well as whether or not they will recommend a certain company.
Brand Experience vs. User Experience
However, we cannot confuse brandexperience With user experience. Although both are related to consumer satisfaction and contentment with a given company, they present an important difference.
While brand experience refers to the experience we have with the brand in general, covering all its actions, user experience is restricted to the scope of the product. In other words, we can consider that user experience is one of the fundamental components of brand experience.
This is because, even after a bad experience with a product, a consumer may very well continue to support the brand because they like other of its products, because they are well served or even because they agree with its values.
3 practical and memorable examples of brand experience
- The ambiance of Disney parks creates a sense of wonder and excitement for those who walk there;
- The sense of community that participatory environments for groups of online course students;
- Fast shipping of products for purchases made on marketplaces such as Amazon and Mercado Livre;
The importance of Brand Experience
More than ever, consumers have access to a huge number of service and product options in the most diverse sectors. Therefore, in the midst of so much competition, each brand needs to differentiate itself to stand out beyond simple price or quality competition.
Furthermore, we know that consumers are increasingly demanding. For many, quality is a basic prerequisite, seeking complete satisfaction. To avoid running into the arms of competitors, brands need to meet their customers' expectations and deliver that “something extra”, making themselves memorable.
We also cannot deny the exponential growth in the number of brands investing in humanization strategies. After all, this is another characteristic that consumers seek: connection. Therefore, investing in good brand experience practices means creating a sense of community and a successful relationship with the public.
In summary, we can mention the following main positive impacts of brand experience:
- Obtaining consumer loyalty;
- Increased brand awareness (brand recognition);
- Increase in sales;
- Consolidation of reputation.
How to insert the technique into your brand
As you can see throughout this article, brand experience, in itself, is not a strategy, nor a technique. But, to start building a good experience for your brand with your consumers, you can think of some good practices that will lead you to this goal.
To begin with, you need to deeply understand your company, its identity, essence and brand ideals. In addition to mapping your audience very well, creating a persona that can guide you in developing strategies. This makes it easier to meet customer expectations while remaining consistent with the company's values and missions.
This way, we can understand that each company will have a different approach to the brand experience, in order to create personalized strategies for their goals and their audience. In any case, there are some tips that can guide us in this process.
The emblematic Amazon, a technology multinational, with each passing day, proves even more that it knows brand experience very well, especially by gaining fame for its efficiency in its e-commerce. Thus, the brand states that you can divide the techniques of brand experience in four pillars, described below.
Advertise with us!
The way consumers come into contact with your brand may or may not generate a good experience. You need to think not only about being convincing, but also about communicating in a captivating and pleasant way.
Customer service and support
In this aspect, it is possible to build a more direct relationship with customers. This is a way to solve problems and show that the company truly cares about that person.
Products
This point of contact with the consumer includes everything from design and packaging to product quality and functionality.
Digital marketing
Imagine a company that has a great product, but its website does not have coherent information or its social networks are out of date. Certainly, the experience will not be good.
When it comes to digital marketing, you can count on Beatz! Yes, we deliver a complete solution for your company to stand out in the online world. Talk to our experts and find out how we can help you.
