Brand Experience and Brand Identity Development
Brand experience is a sort of experiential advertising that includes a more holistic set of circumstances developed by a business to impact the subjective feeling toward a particular brand or business name.
The brand experience can be described as an integrated process that starts with establishing and developing a brand concept, followed by creating a measurable customer knowledge base and finally, the engagement and subsequent development of brand experiences.
Brand experience design is now a significant concern for most companies.
With the emergence of social media websites such as Facebook and Twitter, brands can engage their customers more personally.
This personal touch allows consumers to engage and connect with businesses in a much more authentic manner.
What’s interesting is that the brand experience does not only benefit consumers.
Brands benefit because they can differentiate themselves from competitors that have a similar product offering.
This gives them an edge over their competition, which results in higher visibility and greater loyalty.
In essence, this creates a level playing field and enables brands to win a larger market share.
The brand experience is, therefore, about more than just creating brand awareness through advertising.
It involves a set sequence of events that give rise to the actual branding experience, which allows marketers to target their audience more accurately and create more intense reactions among their audiences.
Some marketers argue that there would be a minimal incentive for marketers to create and develop new products without branding.
How does Brand Experience affect Marketing
Therefore, it is essential to understand how the entire brand experience can affect a marketing campaign’s effectiveness.
One of the critical components of the brand experience is defining the target market.
This process should be done carefully and thoroughly.
When doing so, it is critical to define clearly the kind of customers you are trying to reach and the degree of competition you will face.
Doing so will help you analyze the existing competition and plan strategies accordingly.
The next component of the brand experience is more directly related to personalization and customization.
Personalization includes but is not limited to, custom design, including all promotional material, including brand packaging, color schemes, logos and graphics, including store signage.
Customization also includes all aspects of the brand experience, including such elements as color and format of the store signage and storefront windows.
Finally, consumers tend to enjoy and are willing to pay more for personalized offers, such as branded merchandise and personalizing an experience or gift.
Such perks might include an exclusive t-shirt, jewelry or a gift card.
The third major component is customer relationship management (CRM).
This approach focuses on two processes: one is the collection, and the other is servicing.
Collection, which is a more traditional concept, involves gathering information about customers and then using it to build up a database that can be used to make contact with these consumers.
The advantage is that this information helps in delivering tailored messages to customers, according to specific criteria specified by the brand itself.
Services, on the other hand, deal with actual service provision.
Some brands provide services like customized shopping cards or online catalogues.
In this aspect, consumers tend to get value for money. Such brands also focus on customer satisfaction by offering a certain level of flexibility.
For example, some brands allow their customers to change their mind designs at any point in time without asking for a new order.
This means that consumers are satisfied with the products and the service provided by the brand.
Branding allows a brand to create specific sensations.
Such sensations are generally emotional in nature and thus create an emotion unique to a particular brand.
These sensations can range from essential joy or delight to feelings of guilt or shame.
Emotionally evocative brands help drive consumers to react and form opinions, which can be very important for a business.
Research has shown that brand experiences can drive consumer loyalty, generate sales and motivate other consumers to purchase from the same brand.