B rand experience is the interaction people have with a specific product, service or company. It is the total of feelings, sensations, thoughts and actions delivered by a brand.
We would like to introduce you to the key ways in which customers become engaged with your brand.
- THINK: Stand for something, share your idea and engage with your customers. Prove that you’re different.
- DO: Enable actions by letting customers choose how to engage, solve the right problems and give support to specific needs. Create the most unique ways to give your audience the solution.
- CONNECT: Provide a social identity while still supporting the individual’s identity and contribute to the engagement with your wider community. Attract people with social experiences that create a sense of identity and belonging.
- FEEL: Create emotion engagement and show a deep understanding of the customers’ needs. Show empathy about these needs and never let a problem unsolved. Your solution should give customers a better feeling. In this way they will feel more engaged with your brand.
- SENSE: Create an experience flexible enough to appeal to all five senses. Take the opportunity to show what your brand stands for with inventive and innovative use of objects and environments, interfaces and interactions.
And last but not least, be sure that all your staff knows very well what the brand stands for, so they can communicate it in the right way with the customers.
Measure brand experience
7 ways to measure brand experience:
- Social media engagement.
Content shared on social media can amplify the reach of a brand experience. Content shared from friends can make the audience engage more with a brand. This is easily measurable by hashtag mentions for example.
- Customer acquisition.
Campaigns with a call to action in a form of discounted memberships (or something a bit more personal) can push the brands’ popularity. You can measure your audience through membership or subscription.
- Free product samples.
Delivering product samples not only drive sales of the product, but also builds strong brand awareness and loyalty. 35% of customers who try a sample will buy that product. This kind of engagement with the brand can increase consumers’ perception of the brand and also influence their purchase behaviour.
- Capturing consumer data.
Data drives insights on consumer behavior and insights drive personalization and highly targeted solutions. The brand experience should always find the right tools to collect as much data as possible from their consumers and turn this data to a brand experience measurement. As well as creating close and personalized campaigns and products or services for their customers.
- Intelligence technology.
Different applications can track audience movement in real-time through their devices. These technologies can provide invaluable metrics on dwell time, footfall, repeat visits and outside traffic.
- Product sales.
The oldest way of measuring: sales. Of course, sales are an indicator of the brand’s experience. The better the experience the customers have, the better the sales are. For the salespoint, samples are also a good way to attract customers and bring them close to the brand’s experience.
- Live consumer engagement.
Nowadays, the simplest way to measure the success of a campaign is to simply watch and capture how consumers react to the experiences. Customers actively capture, participate and share the experience with friends and family, not only through social media but also word-of-mouth.
The future of brand experience
We live in a technological and digitized society, in which the options that the Internet offers us are unlimited. Ecommerce grows significantly year after year and makes online shopping more important. Nevertheless, people enjoy physical contact. That’s why “old-style shopping” is still alive, and we continue to buy in shops. People like to see and touch products and understand shopping as leisure. But brands need to be able to evolve in online shopping and create new, different brand experiences at the points of sales.
The consumer wants different, exciting and memorable shopping experiences. Brands need to satisfy these needs. Shopping experiences are unique. Brand experiences influence the emotions and feelings of the consumer, creating feelings that help them make decisions at the point of sale. With the help of technology and sensory elements, brands are creating activities for the customers to participate in the brand experience. To be involved in this experience people need to find their common interests with the brand. Customers need to have a community and a belonging feeling.
The options for the future are open and endless for the brands to understand the customers and create content and brand experience worthy to share and not to forget.
Brand experience examples
Coca-Cola’s #ShareACoke Campaign. In 2011, Coca-Cola replaced the traditional Coke logo on one side of their bottles, with the phrase “Share a Coke with”, followed by a person’s name. Through this campaign, Coca-Cola grew its sales for the first time in 10 years. #ShareACoke turned an ordinary occurrence of consuming soft drinks into a highly personalized and shareable customer experience.
Volkswagen – Piano Staircase. Volkswagen created a concept called “the fun theory” to engage with people’s behaviour by adding an element of fun. They created “piano” stairs in a subway stop in Germany, right next to the escalator. This led commuters to choose the stairs, playing their own tunes as they went up and down each step. As a result, 66% more people chose the stairs as opposed to the escalator. In that case, they didn’t involve their product but they interact with human emotion and bring a funny experience for people.
Smirnoff Comic Book Party. Smirnoff decided to create a comic book-themed industry party, inviting guests to entire a whole different world. All brand ambassadors were dressed as characters from the illustrations, maintaining the fantasy throughout the night. By keeping a red color scheme and having bartenders dress like fictional characters, Smirnoff created a rather memorable experience that really showed off their creativity as well as their brand.
Aston Martin On Ice. In 2014 like in James Bond’s movies, Aston Martin gave the opportunity to a lucky driver in the Colorado Rockies, to drive different Aston atop of slick winter ice, skidding and sliding like Agent 007. By creating an exclusive experiential experience and following up with a strong social media campaign, the strategy reaches a wide audience and gave full experience to the customers.