The term “brand experience” encompasses pretty much all of the ways that consumers experience your brand. Brands that are able to develop meaningful experiences while connecting with customers on a personal level tend to be most successful. With the right tweaks, your brand can enjoy the same success!
In this article, we’ll offer five tips on how to create a brand experience for your own customers. Let’s dig in!
1. Determine Your Purpose
Who are you? While this may seem like a basic question, how you respond tells a lot about the type of brand you are and how you make people feel. As an example, Yeti doesn’t just sell expensive coolers. Its purpose is to support an outdoor, rugged lifestyle that includes the best equipment possible.
Defining who you are sets the tone for the types of experiences you want to create. This will help you find your niche and stand out from the crowd. Do you want customers to feel confident and self-assured? Youthful and fun? Serious and goal-oriented?
2. Tell a Story
What’s your brand’s story? How did you get started? How are you making a difference for people?
Storytelling is an awesome way to share these details without boring your audience. You can share emotions with your customers and form deeper connections with them as a result. Better yet, you can use storytelling both online and at networking events to create immersive brand experiences.
3. Keep Consistent
Inconsistency can do more damage to your brand than you realize. Any inconsistencies send the message that you’re not sure who you are. Even though it could be an honest mistake, these simple blunders can damage the trust you have built with your customers.
When designing brand experiences, make sure you practice consistency. Here are some tips for doing so:
• Develop brand guidelines
• Use logo and design elements consistently
• Discuss your offline events in your online material
• Maintain a consistent tone and personality across all channels
• Participate in the channels that align with your brand identity
• Reach out to relevant influencers
4. Find Opportunities for Engagement
Make sure your brand offers plenty of opportunities for engagement. Visuals are the most obvious, but don’t forget that customers can also experience your brand through sound, texture, taste and smell.
For instance, send your customers samples of your products. Create pop-up shops to promote your products and services. Attend trade shows and networking events to share your industry expertise. Launch live streams when unveiling new products and features. The possibilities are endless!
5. Prioritize Experiences over Sales
Strong sales are an indication of a good brand. But you need more than a few good sales to sustain your brand. What happens before, during and after the purchase influences whether the customer will return or not.
Make sure the experience always comes before the sale. Even if you don’t make a sale right away, you could end up capturing a loyal customer who returns every month. On the other hand, focusing only on the sale could leave you fishing for new customers all the time. Remember, retaining customers is cheaper and easier than finding new ones!
Your brand experience strategy is a key part of your livelihood. People who have good experiences are more likely to be repeat customers and promote your products and services to others. To learn more about taking your brand experience to the next level at a trade show, networking event or expo, contact IGE today.