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October 16, 2015
Maria Pesin

What is a ‘brand experience’?
A brand experience is a brand’s action perceived by a person. Every interaction between an individual and a tangible or intangible brand artifact can be seen as a brand experience.  The interaction might be the packaging of a product that a handbag company ships to you, or the communication between a sales person and a customer, or the advertising the brand develops. These places of interaction are called touch-points. Hence a brand experience can include one or more of a recipient’s five senses and cause any kind of response.
Creating a positive brand experience should be the focus of your marketing.  You need to consciously create the kind of experience you want to deliver to your customers with each and every interaction.  The totality is about the completeness and consistency across your various marketing elements. If the experience isn’t complete and consistent, the totality won’t be effective in creating customer loyalty. Consistency is important so that your customers know what your brand is going to deliver each and every time.
Warby Parker is a great example of a company creating a consistent brand experience (see above).  “When someone buys a Warby Parker ‘creates boutique-quality, classically crafted eyewear at a revolutionary price point.’The brand communicates this boutiquey vibe through all its promotions and marketing assets. For example, Warby Parker offers a luxurious touch to prospective customers by sending 5 pairs of glasses to try on for free. Attention to style is also evident across channels: their website is clean and easy to navigate,” says HubSpot.
According to my daughter she feels American Eagle has a consistent brand experience.  The fit is always the same, their shirts are always soft and comfortable, and she always can count on good sales.  She also really likes their policy of no photo shopping the girls in their ads.
By creating a consistent brand experience a customer can count on their brands to delivery on their expectations.  Bringing a strong sense of loyalty to the brand.

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Maria Pesin

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  1. I agree the Brand Experience is everything in Retail the product the customers the way your perceived by the world its Quality!

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