Brand Experience: What it is and why you should invest in creating a brand experience

[shammis606]

Brands need to work on their image to ensure their relevance in the market and create an identity, that is, branding . And this is a type of work in which details are essential.

Brand Experience is one of the most effective concepts to strengthen a brand's identity before the public .

It is a job that involves a gradual and continuous effort on the why choose vk database client's perception of it and that is carried out every time there is some type of interaction or consumption.

It is important to mention that customers are attentive to every detail within their experience with brands, whether when they go to a store or visit an e-commerce .

Therefore, every moment of this interaction can help build consumer perception, which makes it vital to think about all the details to make the best possible impression .

A good brand experience is based on providing elements associated with the brand that attract the public's attention and generate value .

To do this, we must build from the ground up an identity that includes sensations, perceptions and thus generates a connection between the company and the consumer .

In this post we will talk more about Brand Experience and its importance in business. Keep reading!

What is Brand Experience?
Brand Experience is a strategic concept based on the principle that brands generate value between themselves and their consumers at the various points of contact during interaction and consumption .

To do this, several areas of perception are explored, always with the aim of getting the public to build their imagination based on the sum of all the experiences they have with the company .

Brand Experience is a technique that has been practiced for a long time, through small actions that, however striking they may be, are not always perceived by the public as intentional.

In recent years, with the advancement of Digital Marketing , it has become necessary to develop proposals to apply Brand Experience strategies in that environment as well.

Contact and interactions
In the relationship between consumers and brands, it is natural to have moments of contact , which can be in person - such as going to a store - or at a distance - in a telephone or email service.

For each of these contacts, there are also interactions, which are:

the exchange of information;
the conversations;
the proper treatment required by any dialogue involving customer service.
During these contacts and the interactions they generate, techniques are applied that allow for the creation of memorable brand experiences .

If the customer goes to the retailer, for example, an ideal strategy is to welcome him with a series of details that make the difference, such as:

a comfortable and welcoming atmosphere;
music that has to do with the brand identity ;
a seller's approach that creates a positive perception about the brand;
a scent of the store and its products that triggers a natural association;
snacks and drinks served in the store;
a branded tone of voice applied to a phone call or email;
an efficient, educational and family-friendly service.
These details and elements combine to generally build a pleasant experience for the consumer .

In this way, their perception of the brand will be associated with that positive moment they experienced in a space or in an interaction with the company.

Amenities and facilities
Part of Brand Experience work is also dedicated to planning how the brand can be more useful to its consumers with its products and services. Convenience is a great way to design a good brand and this can be seen in some quick examples, such as:

an e-commerce that allows pickup at a physical location;
various payment options;
customization of products and services.
Working to offer such facilities and amenities is an effort by brands to associate their image with those benefits .

It is closely linked to the sensations, perceptions and details that make the public see certain brands as those that do everything possible for the well-being and satisfaction of their consumers.

Associations that generate perception
Associations and relationships are key factors in Brand Experience, as this technique seeks to awaken unique feelings and moments in the consumer . In this way, if the brand achieves this result, it generates positive impressions in the public.

The consumer will quickly associate the brand with a specific point explored in this brand experience strategy.

For example, if a clothing company uses a certain perfume in its products, the customer will make a quick association between the company and that scent.

It is a way to generate awareness about the brand, with simple and, at the same time, profound associations, by touching human sensitivity .

What are the pillars of Brand Experience?
Every brand must think in terms of Brand Experience, because regardless of the sector, there are always several ways to provide a unique experience that awakens feelings, associations and perceptions in the customer regarding your brand.

However, to create a good experience, organizations must start with the essentials, the pillars of this concept.

Below, we will talk about each of them and what they represent for a strategy.

Think - Thought
What is the brand's mindset? This first pillar reinforces that companies should always highlight what their core purposes are .

This means that when selling, communicating or simply existing, your mission must be clearly shown so that the consumer can understand it without much difficulty .

An excellent example of the application of this specific pillar is Nike, a giant in the sports industry.

The company, through its motto , has for years reinforced its proposal to deliver technology and quality in the manufacture of sports products that ensure that anyone, regardless of whether they are professional or not, can practice physical activity.


Nike - Just Do It (1988) - Very first commercial
Sense - Senses
What senses does your brand stimulate? Focusing on the sensorial and making the most of the 5 senses is one of the most interesting pillars.

It is linked to deeper experiences, capable of generating different perceptions through the human senses.

Have you noticed that your favorite store has a specific smell?
Have you ever heard a song you liked while shopping there?
And the aesthetics of the place, what did you think?
This is all related to a good brand experience!

For a long time, it was very common to link this technique to the retail market, but over the years it became necessary to adapt it to the digital world.

In this environment, visual and sound fields have great power , since they capture attention and generate sensations with precision, even virtually.