Every interaction a customer has with your brand is an experience for that consumer. From the second they find you on Twitter or walk into your store you have the potential to convert their interest into sales.
However, the experience someone has with your brand story ultimately determines if they are going to buy something or not.
Today the brand experience has many avenues. Your company website, social media, advertisements, in-store, in-person, basically every interaction forms a brand experience in the minds of your audience.
“Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.” (American Marketing Association)
So, why is the brand experience important to your success? Customers remember experiences, not your brand logo.
Imagine you own a high-end car dealership. Your facility is top notch. When a customer walks in they immediately feel safe buying a car from you. I mean high-end cars are a big purchase so why shouldn’t they feel that way?
But what if another customer found you online? What if your company website was a true example of a bad web design? Worse, she’s on her smartphone and your site is not responsive (i.e., mobile-friendly) so she can’t view it properly (which causes immediate frustration).
Better yet, what if she finds you on Instagram (hoping to see pictures of cool cars) – only to find an inactive Instagram account that an intern started two years ago? As you may have guessed, that prospective customer isn’t going to be too impressed.
The difference between these two stories is that each consumer experienced the brand in different ways. But because the high-end car dealership didn’t properly craft their online brand experience they lost a potential sale.
Transforming Your Brand Experience
Now, what if that dealership went out and executed? Imagine the dealer decided to create an interactive brand experience online. After learning the importance of building their online brand reputation they now take to Twitter and communicate personally with followers. On Instagram they post engaging images of their cars regularly.
What if they had a large monitor in the dealership where visitors can post an Instagram photo of themselves at the dealership and their photo would show up live, on screen? Suppose that after they posted on Instagram photo the dealership gave them a free t-shirt.
What if the dealer held an event each month for people to come look at their cars? Let’s say, they started retargeting or started creating “dark posts” on Facebook (i.e., promote unpublished, otherwise known as “dark,” posts within the News Feeds of Fans).
Conveying Your Brand Purpose
Every interaction that a consumer makes along their journey through your brand experience should convey your purpose. If you are selling high-end cars, and your purpose is to communicate a high-end experience, then your dealership, website, social media accounts, ads, marketing strategies (and even your logo) need to convey that purpose entirely.
If not, there’s going to be a huge gap in your brand experience. And a huge gap in brand perception and experience translates into a lot of lost customers and less sales.
This article has been edited and condensed.
Michael Tandarich is the CEO of No-Comply Designs, a creatively driven brand agency. Connect with @MikeTandarich on Twitter.
Love my family, but business is my game. Always hustling and I love exotic cars. Oh! And you should follow me on Instagram too @MikeTandy.
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