What is a brand experience? A brand experience is conceptualized as the sensations, emotions, perception, and behavioral responses evoked by brand related activities
Marketing is all about delivering the kind of experience that you want to associate with your brand with each customers interaction. The more compelling the experience, the more people take notice and the quicker you will build brand loyalty. In fact, the culture you create becomes your brand in your customers’ minds.
You must think about both the totality of the experience. So every point that you touch a customer should be thought out to ensure consistency across your various marketing elements.
This includes everything from customer service policies, to label and packaging; social media posts to advertising. Think of going the extra mile. Instead of just delivery a great experience think exception. Don’t just make a happy customer but one who is surprised and excited.
I still remember the first time I ordered something from J. Crew. It was a Father’s Day gift. When I received the box and opened it up I was impressed by the packaging. In fact so much so that I called my mother to tell her about it. That’s the value of an outstanding brand experience.
Even though it isn’t a fashion brand I can’t help thinking of Disney as a perfect example of a brand experience done right.
“Years ago when the Pirates of the Caribbean attraction was being built at Disneyland, Walt Disney noticed that one of the construction workers on the project was from the Louisiana bayou country. The Louisiana bayou is the setting of the first part of the attraction.
Walt took the worker aside and walked him through the first part of “Pirates.” Disney pointed out details, they took their time, allowing the man to look around. Finally he asked the construction worker what he thought of it. Was it authentic looking? Did it remind him of the bayou country that he had grown up in?
“You know,” the man said, “it is good, but there is something missing. I just can’t put my finger on it.”
“Well,” Walt said, “let’s walk through it until you figure out what’s not right.”
So they started over again, and then they went back and did it again, each time allowing the man to look and ask Walt questions. Finally as they were passing through the bayou the man snapped his fingers.
“Fireflies!” The man excitedly proclaimed. “There ought to be fireflies in this swamp!”
Just a few days later, the swamp was alive with electric fireflies.” as told by Jeff Dixon in his post “Walt Disney Fireflies”
Walt Disney left nothing to chance when creating an experience.
Creating an outstanding brand experience is both a tactical and operational activity. First you need to decide what you want to create and then put strategies in place to execute. Remember to raise the bar high and create an experience your customers will brag about.
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