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What Is Brand Experience? How To Connect With Your Customers

One of the most important things about a company is its customers’ experience. Different brands vary in price and quality of products. 

The online marketplace is heavily saturated with different companies that often create very similar products, and these products can often be hard to differentiate from each other. This can create a marketplace that is hard to enter due to the overall feeling of uniformity amongst all the different products and services that exist. 

One of the best and most effective ways to stand out to customers and retain repeat customers is to develop a great brand experience. 

Customers want to feel important and that the company they are patronizing values its customer relationships and puts effort into them. Often, creating a brand that promotes and cultivates positive experiences can be the most essential part of creating a successful business and influencing purchase intentions. The brand and its image are critical to a company’s identity and are fundamentally the part of a brand that will bring success to the company at large. 

Often, companies will focus on creating high-quality product experiences but will end up neglecting the brand itself. While high-quality products and services are essential to creating a profitable and successful company, the experience will keep customers returning to the brand. 

This also creates a situation where customers will spread their experience with your brand through word of mouth, which serves to market the brand more effectively than traditional marketing. 

The brand experience and the way companies connect with customers are important factors in the success of a business. Here is how to successfully create a positive, memorable brand experience. 

What is a Brand?

First, it is important to understand what a brand is. Often, companies tend to mix up the concepts behind branding with the concepts of marketing. While marketing research and event marketing can help you solidify your brand, marketing and branding have very different purposes. Typically, brand constructs are defined as marketing that creates an image or identity in the customer’s head. Marketing is the strategy that you’ll use to bring your brand to the customer. Both are extremely important, especially in the digital age, and they use the principles of cognitive science to create a positive consumer experience. 

Branding creates a much more potent sense of trust, affinity, and value in the product. These positive sensations can affect brand attitudes and general evaluations of your brand over time.

This concept applies in all sorts of places, from cereals and shoes to luxury cars and cell phones. The inherent value that a brand has behind its name will help customers to feel much more connected to the product, and it makes new customers more likely to come to the product in the first place. 

Branding allows a company to charge more for its products due to the positive experiences that it has created or cultivated over a long period. 

What is Brand Experience?

The brand experience reflects the feelings, memories, thoughts, and actions evoked by contact with a brand. 

The brand experience is an ongoing part of a customer’s life. Brand experiences are valuable when a customer is looking for products, experiencing marketing, using products, or even thinking about the products. 

The brand experience creates a set of experiences that people will relate the products with and influence how a customer views a company and its brand. 

Fundamentally, the brand experience is subjective and is built upon the individual’s personal experiences. These experiences can be from ads that the person has seen, experiences with the products themselves, or heating people’s opinions from word of mouth. 

The brand experience is built across various categories, and a company needs to try and cultivate a positive brand image and experience in as many ways as possible. 

Often, things will happen that are out of the company’s control, which can be incredibly positive or very negative. Either way, companies should work with these external factors as best as possible to make the best out of any circumstance to make the best possible impression on customers. 

The most important part of brand experience is that it is often the factor that will most deeply connect with the customer to create positive cognitions and sensations. Participants view all parts of the company in the light of their personal brand experience, and the brand will either allow the customers to feel connected or disconnected from the company at large. Creating a brand community can help build emotional connections that positively affect your company’s bottom line. 

Of course, the main goal is to help customers feel connected to the brand through branding and brand development. The brand experience is critical to showing customers what the company values and helping them to become dedicated customers of the goods and services that the company provides. 

How Can a Company Develop Their Brand Experience?

There are many ways companies can develop their brand experiences. Even though these specific experiences all work in very specific and personal ways with customers, there are general ways that companies can help to develop their own brand experiences to create customer delight. 

Here are some ways that companies can do that. 

Be Personal and Personable

Often, it is very easy for customers to view companies as conglomerates—impersonal and cold. Therefore, it is often in the company and the brand’s best interest to help customers understand that genuine people run the company, infusing human characteristics into their advertising. 

This will cultivate a personal connection between the company and the people. Customers will want to see proof that a company shares its values. This connection can be cultivated by supporting causes that the target audience also helps and contributing to communities valuable and beloved by people to begin with. A positive behavioral response to brand-related stimuli (and even specific products) will then follow, and that solid emotional bond will make a significant difference in consumer behavior. 

This helps customers feel seen and understood by the company, creating genuine loyalty and appreciation between the company and its customers. 

Have Good Customer Service

One of the most important dimensions of brand personality is a high-quality customer service program. If the customer has a problem with the company, customer service is the thing that will keep the customer. Customers want to see a brand keep its promises, and strong customer service can strengthen a brand attachment even after customers encounter a problem.

Customers want to feel valued and essential in every interaction they have with the company, especially when they think something has gone wrong. 

Even if it costs the company a good amount of resources, maintaining a high level of customer satisfaction is invaluable and will result in consistent customers over a long period. Customer service keeps people coming back, which is highly important. 

Be Authentic and Genuine

Customers know when a company is just trying to grab their money. Companies must be genuinely passionate about the products and services because customers can see that enthusiasm in every part of their brand experience. 

Of course, being overly sincere can come off negatively, so it’s important to find a good balance between those two ways of operation. But authenticity is something that customers are constantly looking for in the products and brands they are supporting, so it is imperative to help customers see the company’s authenticity and genuineness at large. 

How Does Brand Experience Affect Customers?

Fundamentally, there are a huge number of ways that the brand experience affects the customer. A positive experience with a brand that a customer either had personally or heard from someone else can be the difference between making a sale and not making a sale. 

It is crucial to try to and cultivate an experience that will cause customers to want to return to a brand. This can be done in many ways, but when a customer has a positive experience with a brand, they are more likely to repeat purchases and return to the brand. 

How Harper+Scott Can Help Create Brand Experiences

Often, creating well-thought-out brand experiences can be a complicated process. It involves taking into account the target audience, who they are, and what exactly they want to see and feel. 

At Harper+Scott, knowing how to cultivate a beneficial brand experience is exactly what we do best. We know how to connect companies with their customers and create incredibly positive experiences for all kinds of people and customers. 

We have worked with the best of the best and know how to create experiences that keep people coming back, no matter what medium is used. The future of your brand can be incredible, and Harper+Scott is here to help make that happen

Sources: 

Definition: What is brand experience? | How Brands Are Built

Learn Why Brand Experience Is the Future of Marketing | G2

Brand Experience: What is it and How Do You Maximize It? | Widen