Branding 4: Creating a Memorable Brand Experience
This is the fourth article in a series on Branding from Creative Emporium. To read the first article about Creating Brand Values, click here. To read the second article about Creating a Brand Promise, click here, and our third article was all about creating a stunning visual identity.
In this final part of our series on branding, our creative director Russell talks about how to create a positive brand experience that makes your customers smile (and stay loyal!).
“A great brand is one that develops by giving its customers a consistently positive experience of the brand, which combines to form a clear, differentiated overall brand experience”
What is a brand experience?
It’s essentially your customers’ experience with your products and services, because perception of your brand doesn’t happen on its own. It’s a result of people interacting with your brand and experiencing contact across various touchpoints – such as using the product, calling customer services, purchasing your product online, and so on.
You can try to control all of these touch points to create a great customer experience with your brand, because let’s face it, we’ve all had good and bad experiences with brands and products. It’s these experiences that shape our overall perception of the brands we use (and don’t use!), and naturally, as a brand owner, you want those experiences to be positive and memorable – to make your customers come back every time.
So how do you go about creating a brand experience for your customers, that’s positive, memorable and sustainable?
Engaging consumers and customers using a brand experience can be a super valuable tool for building trust, and encouraging conversations to happen. I appreciate there is no ‘set way’ of creating great experiences, but there are a few things you can try…
- Surprise and Delight
Drinks brand Tango does well with this approach. They use road-shows to create indirect brand-related experiences, such as bungee jumping, paintballing, trampolining and other out-of-the-norm activities. Check out their ‘Big Drench’ campaign pics below:
Creating a surprising, off-beat brand experience is a brilliant way to generate positive brand connections that are memorable and talked about. By making consumers feel that they are part of something special you can turn a one-off campaign into long-term relationship!
2. Provide a service at a time of need
Being on-hand to satisfy a need can be a highly effective way to get people to engage with your brand. Having a stand at festivals and events providing phone charging or useful branded giveaways such as toiletries or refreshments is a great way to do this.
3. Create something to share
Generating an experience that people want to share, either online or in the real world, is a sure fire way to add value to campaign. A great example is T-Mobile’s flash mob in Heathrow Terminal back in 2010, part of their ‘Life is for sharing’ campaign. This video now has over 12 million YouTube views – a great brand experience that has made people smile, and share!
Creative Emporium – Complete Branding Solution
We’re experts in providing the complete branding solution for our clients, so please get in touch today to discuss your branding requirements and how we can help you ensure that a positive brand experience is reflected at every touch point – from your promotional products through to your corporate clothing and website. Call us on 08707 500057 or drop us a line by email.