In today’s age of globalisation and growing consumerism, brands have become extremely important. From multinational cooperations to the entertainment industry, creating a brand has become a priority for every player. For this, it is important that marketers engage with their consumers and build high awareness levels about the brand. This can be largely achieved by creating a unique brand experience, which will draw your customers to the brand.
For the uninitiated, a brand experience is an interaction between the consumer and the brand. This interaction can be virtual or live, and the place where it takes place is called touchpoints. The basic purpose of creating these ‘touchpoints’ is to indulge the five senses of the consumers to give them a complete brand experience.
But these ‘touchpoints’ and overall brand experience needs to generate ‘outcomes’ in order for the brand to succeed. Outcomes are generated when the element of brand experience are incorporated together and is done in a creative manner. The elements of brand experience include:
Relevance: You want your brand to be relevant to your consumers so that they will go for repeat purchases. The product/service must either meet the current need of the consumers or create new needs.
Uniqueness: After meeting/developing the need in the market you need to present your brand in a unique manner. It needs to break the clutter and make a strong impression in the market for your consumers to notice it and make the purchase.
Credibility: You have established your relevance and uniqueness in the market, but now you need to build credibility. Here, you need to deliver what you’ve claimed.
Sustainability: You need to show your consumers that your brand is not just all talks. Go beyond just meeting the consumers’ needs, and show them you care for their well-being. Show them that your brand is the one they can rely on.
There are more elements to brand experience, and you can develop these based on your principles. The main thing is the end result, which is to give your consumers a brand experience that they will not forget any time soon.